| dc.description.abstract | Introduce to Viet Nam since 2004, but unstill 2013 take away coffee is
blooming in HCMC create a vibrant and competitive market. 2012 and early 2013 can
be considered a period when Vietnam have access to a large variety of foreign coffee
brands such as Coffee Bean & Tea Leaf (USA), Gloria Jean's Coffees (Australia),
Angel In Us (Korea) ... and most recently Starbucks (U.S.)... The trend take-away
coffee ( cafe carried away ) really thriving and so far they have a big attraction as well
as significant impacts to enjoy coffee habits of the young. Not only foreigners, the
business gradually Vietnam also realized the potential of this market . The
Vietnamese coffee brand began to appear such as Passio, Urban station, Effoc….
Coffee take away (take away coffee) recently developed dramatically in
Saigon make the market so competitive. The business of Viet Nam want to success
from this trend, they need to know well and understand their customer to satisfied
them and get loyal customers. This study was conducted in May, 2014, with the
participation of 350 respondents and use the quantitative method to analyze the data
received. This study aims at investigating the motivations that influence customer
satisfaction as well as service quality. This research will find out that service
quality, quality of product, price and locational convenience are critical factors
influenced customer satisfaction. | en_US |
