LUẬN văn THẠC sĩ a study on customer behaviors in chain coffee shops in vietnam
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LUẬN văn THẠC sĩ a study on customer behaviors in chain coffee shops in vietnam
VIETNAM NATIONAL UNIVERSITY, HANOIVIETNAM JAPAN UNIVERSITYNGl YEN IHJUCUONGA STUDY ON CUSTOMER BEHAVIORS INCHAIN COFFEE SHOPS IN VIETNAMMASTER'S THESI LUẬN văn THẠC sĩ a study on customer behaviors in chain coffee shops in vietnamISHanoi, 2020VIETNAM NATIONAL UNIVERSITY , HANOIVIETNAM JAPAN UNIVERSITY.........___NGUYEN HUU CUONGA STUDY ON CUSTOMER BEHAVIORS INCHAIN COFFEE SHOPS IN VIETNAMMAJOR: BUSINESS ADMINISTRATIONCODE: 8340101.01RESEARCH SUPERVISORS:Prof. Dr. PEIJUN GUOAssociate Prof. Dr. NGUYEN VIET KIIOIHa Noi, 2020ABS LUẬN văn THẠC sĩ a study on customer behaviors in chain coffee shops in vietnamTRACTThis research aims to investigate and understand the relationship between price, customer-based brand equity, customer satisfaction, and brand loLUẬN văn THẠC sĩ a study on customer behaviors in chain coffee shops in vietnam
yalty in the Vietnam's chain coffee shops. The chain coffee shops arc earning big money and growing fast in Vietnam so that it is necessary to appreciVIETNAM NATIONAL UNIVERSITY, HANOIVIETNAM JAPAN UNIVERSITYNGl YEN IHJUCUONGA STUDY ON CUSTOMER BEHAVIORS INCHAIN COFFEE SHOPS IN VIETNAMMASTER'S THESI LUẬN văn THẠC sĩ a study on customer behaviors in chain coffee shops in vietnamables and set price, congruence, and quality as independent variables then describe the difference of those relationships in two empkical cases in Hanoi and Ho Chi Minh City.We use the quantitative approach on a sample of 427 respondents in Highlands Coffee and The Coffee House, which are two major LUẬN văn THẠC sĩ a study on customer behaviors in chain coffee shops in vietnamVietnamese coffee shop brands. We utilize the structural equation modeling (SEXI) method by SPSS software. Descriptive analyses and path analyses of tLUẬN văn THẠC sĩ a study on customer behaviors in chain coffee shops in vietnam
he multivariate regression model support the validity of the proposed model.The findings in this study are that significant positive effects from pricVIETNAM NATIONAL UNIVERSITY, HANOIVIETNAM JAPAN UNIVERSITYNGl YEN IHJUCUONGA STUDY ON CUSTOMER BEHAVIORS INCHAIN COFFEE SHOPS IN VIETNAMMASTER'S THESI LUẬN văn THẠC sĩ a study on customer behaviors in chain coffee shops in vietnamalso indicate that among three antecedents of customer satisfaction, quality has the most substantial influence, follow by congruence and price. Moreover, the analyses tell that in Ho Chi Minh City, customer satisfaction has much higher impact on brand loyally than in Hanoi. Several implications mig LUẬN văn THẠC sĩ a study on customer behaviors in chain coffee shops in vietnamht be withdrawn to coffee shop brands as a consequence of these results.Keywords: Price: Food and Sen ice Quality: Customer Satisfaction: Brand LoyaltLUẬN văn THẠC sĩ a study on customer behaviors in chain coffee shops in vietnam
y: Martketing: Branding: Chain Coffee Shop: VietnamACKNOWLEDGMENTAfter two years of studying and researching at Vietnam Japan University, it is my priVIETNAM NATIONAL UNIVERSITY, HANOIVIETNAM JAPAN UNIVERSITYNGl YEN IHJUCUONGA STUDY ON CUSTOMER BEHAVIORS INCHAIN COFFEE SHOPS IN VIETNAMMASTER'S THESI LUẬN văn THẠC sĩ a study on customer behaviors in chain coffee shops in vietnamn the subject, which I am interested in, customer behavior in the coffee shops industry, rhe study included not only academic but also practical aspects with implications for understanding the customer, rhe subjects and knowledge I gained through coursework sessions also play an essential role in su LUẬN văn THẠC sĩ a study on customer behaviors in chain coffee shops in vietnampporting my research activities. I hope that my research can contribute to researches on the customer behavior in the coffee shop industry.Fkst of allLUẬN văn THẠC sĩ a study on customer behaviors in chain coffee shops in vietnam
. I would like express my gratitude to my advisors. Professor Peijun Guo and Professor Nguyen Vici Khoi, for their guidance and comments. Especially tVIETNAM NATIONAL UNIVERSITY, HANOIVIETNAM JAPAN UNIVERSITYNGl YEN IHJUCUONGA STUDY ON CUSTOMER BEHAVIORS INCHAIN COFFEE SHOPS IN VIETNAMMASTER'S THESI LUẬN văn THẠC sĩ a study on customer behaviors in chain coffee shops in vietnampt and patient instructions. I cannot finish the thesis. I want to say thanks to all of my friends, respondents of the questionnaires for their support and encouragement. I inally, thanks to my family for emotional and financial support that motivate me for making effort to complete the research. Re LUẬN văn THẠC sĩ a study on customer behaviors in chain coffee shops in vietnammarkably, thanks to my mother, despite her leg injury' recovering period, she has always encouraged and supported me so that I can focus on the study.LUẬN văn THẠC sĩ a study on customer behaviors in chain coffee shops in vietnam
TABLE OF CONTENTSABSTRACTACKNOWLEDGMENTLIST OF ABBREVIATIONSLIST OF TABLESLIST OF FIGURESCHAPTER 1: INTRODUCTION......................................VIETNAM NATIONAL UNIVERSITY, HANOIVIETNAM JAPAN UNIVERSITYNGl YEN IHJUCUONGA STUDY ON CUSTOMER BEHAVIORS INCHAIN COFFEE SHOPS IN VIETNAMMASTER'S THESIVIETNAM NATIONAL UNIVERSITY, HANOIVIETNAM JAPAN UNIVERSITYNGl YEN IHJUCUONGA STUDY ON CUSTOMER BEHAVIORS INCHAIN COFFEE SHOPS IN VIETNAMMASTER'S THESIGọi ngay
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