| dc.description.abstract | Today, the number of coffee shops is increasing rapidly, covering all the streets in big and
small cities, with countless coffee brands from foreign to domestic. They build many unique
business models and offer many different services compared to traditional coffee shops a few
decades ago. However, the number of coffee shops and branded coffee shops grows exponentially,
which means there are more choices for customers, making these businesses must create more
prices. more valuable to compete. That makes it extremely important and necessary to increase
customer loyalty to the coffee brand, which can make customers return many times, thereby
increasing sales and profits to dominate the market.
Thereby creating other platforms to compete and increase the convenience of cafes is being
developed and is an extremely important part. And apps for ordering food and drinks as well as
integrating loyalty cards have been developed specifically for each coffee brand.
This thesis seeks to measure the effects of variables associated to the use of Trung Nguyen
Legend on customer loyalty to the Trung Nguyen Legend shop in Ho Chi Minh City.
These results will help managers and owners of Trung Nguyen Legend get the information
and results they need to operate the app, improve features, and even help other beverage chains
learn. and better improve Trung Nguyen Legend's business model. | en_US |
