Factors affecting customers behavioral intention toward the coffee shop in Ho Chi Minh city - The case study of The coffee house
Abstract
As the demand for coffee is increasing in Ho Chi Minh City in particular and in Viet Nam generally for different purposes like studying, working, meeting with friends. Many chains of coffee shop launched and develop quickly to serve the needs of customers. However, it's not enough to attract customers to the shop, How customers intend differently, such as return, introducing to others, or even using regularly and continuously are the largest problems that coffee stores concern. The study selected The coffee House chain as the research topic, to determine which factors will affect the intention of consumers' behavior. By studying the factors and measuring the impact of each factor: Service Encounter Quality, Purchase Quality, Product Quality, Cleanliness, Convenience, Overall Interior, Aesthetics... This study hopes to understand more about the intention of customer behavior and the results from this research can help not only The Coffee House that other cafes also find ways to attract more loyal customers. Keywords: Service Encounter Quality, Purchase Quality, Product Quality, Cleanliness, Convenience, Overall Interior, Aesthetics, Customer satisfaction, Behavioral Intention.