| dc.description.abstract | Having many advantages that traditional coffee shop lack of, pure
roaster coffee shop is now enjoying its prevalence and rapid development in
Vietnam. However, there are a number of factors impeding the development of this
business model in many countries as well as in Vietnam. One of those factors that
were stressed in the literature is consumer‘s satisfaction. Satisfaction has often been
identified as an important factor in Business. Lack of satisfaction in pure roaster
coffee shop is a primary reason why many people do not go to the coffee shop. In
many previous researches, focus has been found in the relationship between
consumer satisfaction and its antecedents.
The objective of this study is to identify the factors enhance consumer‘s
satisfaction in pure roaster coffee shop from the perspective of young people in
Ho Chi Minh City. Specifically, through the extensive literature review, this study
will examine the influence of five groups of variables, including tangible, reliability,
responsiveness, assurance, empathy. The proposed model, in this study, is
empirically tested using a questionnaire-based field study. The researcher has
delivered the total of 250 questionnaires by face-to-face. After eliminating nonsuitable responses, 220 effective samples are used.
By applying both quantitative method and quantitative method, the data
is collected through interview and surveys. Then, the collected data will be analyzed
by help of SPSS software.
The results indicate that consumer‘s satisfaction in pure roaster coffee is
built on the high level of tangible, reliability, responsiveness, assurance and empathy.
From analyzed results, this paper offer recommendation for the coffee
shop where want to improve customers‘ satisfaction | en_US |
