| dc.description.abstract | The key objectives of this study are to investigate the extent to which the
features of coffee kiosks can influence consumer satisfaction and repurchase intention,
with the proposed factors narrowed down to product quality, service quality, location,
ambience and price. The relationships between said factors and customers’ behavior
such as satisfaction and repeat patronage are also studied.
This research provides a model that derives from the theoretical framework
of the consumption system approach (CSA) first proposed by Mittal et al. (1999). The
system of hypothesis is established based on empirical literature reviews and then
testified through partial least squares structural equation modeling (PLS-SEM). As a
result, “price” and “service quality” have a strong link with “customer satisfaction”,
whereas “repurchase intention” shares a close relationship with “customer satisfaction”.
Moreover, each construct and factor are placed on a grid-map analysis to further
analyze its relevance and perceived performance in customers’ perspective. In
consequence, “price” is regarded as the most important factor while “product quality”
performance is the most outstanding.
This study deployed an online questionnaire sent via various social media
sites and yielded 228 valid responses from whom is a resident of Ho Chi Minh City,
Vietnam and have had experienced service from Phuc Long’s coffee kiosks. The
majority of respondents fall between the age of 18 and 24 years old and possess a low to-average spending level. The gathered data is next processed and studied in two
statistical software programs, SPSS and SmartPLS, to acquire reliable results. Finally,
the findings of this paper show practical managerial applications for improving coffee
kiosk productivity. | en_US |
