Craft-beer restaurants in Vietnam understanding consumer returning decision
Tien, Nguyen Xuan
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This research is aimed to explore and investigate the point of view of Vietnamese craft beer consumers about what would attract them to visit and return to a craft beer outlet. In a growing consumer market with high demand, there are also a lot of competition. In such harsh condition, retaining already existed customer relationship becomes crucial for businesses. Within the context of craft beer restaurants, this research‟s findings hopefully could provide customer insight for the service operators as well as provide recommendations for the businesses to attract more customer as well as keep them repeatedly coming. In this research, five indicators and a mediator of consumer returning decision were examined. The relationship between these factors with consumer intention to return was explained through the collected data using the software Smart-PLS 3.0. The outcomes of this research are hopefully could contribute to the growth of the Food and Beverage sector as well as the Hospitality industry as a whole. KEY WORD: Craft beer restaurant, Customer loyalty, Return intention.