| dc.description.abstract | This study was conducted to identify the relationship between customer satisfaction and customer‟s return intention who are customers of garden coffee shops. Besides that, it also examines the impact of the five factors (tangible, assurance, responsiveness, reliability and price) and the factor of customer satisfaction on return intention. As a result, the empirical information found in this dissertation provides a general view about assessment of customer about customer satisfaction of garden coffee shops in HCMC in order to make appropriate adjustments and effective improvement for running a good business.
Based on the results of the path analysis exploring the direct and indirect effects of five independent and two dependent variables on return intention, this study argues that in order to achieve high return intention, garden coffee shops should have high level of customer satisfaction, the better tangibles, the better assurance, the better responsiveness, the better reliability and the price. Moreover, from the result of this research, the findings indicate that the factor of compensations and benefits plays crucial role regarding to both customer
satisfaction and customer‟s return intention.
In conclusion, from the experiences in process of conducting research, it points out limitations of this study and provides helpful recommendations for further dissertation. And according to the research findings, this study gives some recommendations to garden coffee shops in HCMC in order
to take adjustment and improve the level of customer satisfaction and return
intention. | en_US |
