| dc.description.abstract | Purpose – This research is carried out to find out main factors contributing on the
customer satisfaction of The Coffee Bean & Tea Leaf in the Vietnamese market
and discover the relationship of it towards return intention and word-of-mouth
endorsement. These factors are measured by DINESERV model which is
developed from SERVQUAL instrument to gauge service quality in the restaurant
industry Moreover, the conceptual framework also combines with two addition
elements which are studied from other papers.
Design/methodology/approach – Adopting a case study approach, data were
collected through secondary and primary data. A questionnaire was distributed to
420 participants (including 42 foreigners and 378 Vietnamese at fourteen branches
of Coffee Bean in Ho Chi Minh City.
Findings – There are seven key elements resulting in customer satisfaction at The
Coffee Bean & Tea Leaf in the Vietnamese market, concluding Reliability,
Tangibles, Assurance, Responsiveness and Empathy ( Service Quality ) , Beverage
Quality and Price and Value. In addition, the customer satisfaction also has a
positive correlation influencing their return intention and word-of-mouth
endorsement.
Practical implications – Managers of The Coffee Bean & Tea Leaf in Vietnam can
understand customer‘s expectation to meet and satisfy them in good ways which
determine their return intentions and positive word-of-mouth towards this brand.
Thanks to it, Coffee Bean can increase the revenue and develop their reputation in
the Vietnamese market.
Originality/value – The influence of customer satisfaction towards return intention
and word-of-mouth should be considered importantly. From this, managers of
Coffee Bean try to satisfy customers and meet their expectation.
Keywords – customer satisfaction, return intention, word-of-mouth, The Coffee
Bean & Tea Leaf, DINESERV model, service quality
Paper type - Research paper | en_US |
