NGHIEN ClfU CAC YEU TO ANH H U 6 N G D E N T R A I NGHIEM THlJCfNG HIEU THE COFFEE HOUSE
• v u THI TINH
TOM TAT:
Tim ra cde yd'u to dnh hifdiig de'n trai nghiem thUdng hieu la mot di tai ha'p din va thu hiit nhieu s\i quan tam cua cac nha kinh doanh trong ITnh vtfc an uong. Muc dich cua nghien clhj n^y nh^m phan tich va tlm ra cac ye'u to anh hu'dng den trdi nghi6m thiTdng hieu The Coffee House. Mo hinh cau true nghien ei?u diJa tren cae nghien ctfu tnfdc day ke't hdp sij" dung m6 hinh h6i qui da Men va cde gia thuye't nghien ciJu di phan tich di? li$u. K6't qua nghien ciJu cho th^y chat lircfng cam nhan, ti^'p thi truyen thong va marketing sd kien anh htfdng tieh eifc de'n quy6't dinh trai nghiem thtfdng hi6u The Coffee House tai Tp. Ho Chi Minh. Trdi nghidm khach hang chinh la tat ca trai nghiem co dtfde khi ngtfdi dung stf dung ttfdng tac vdi thtfdng hieu ndo dd. Chinh vi vay, ben canh viec tao cho sdn ph^m The Coffee House cd tinh rieng biet, doanh nghidp eung c^n chii trgng vao chat Itfdng ea phd, truyen dat tot hdn ve thdng diep vd td chtfc ede stf kidn thtfdng hidu mgt cdch sang tao vd mdi la de thu hut, loi eud'n khdch hang trdi nghiem thtfdng hieu The Coffee House.
Tuf khda: Trai nghiem thtfdng hieu, cdm nhan thtfdng hidu, yd'u to anh htfdng. The Coffee House.
1. Gidi thi$u
Thi trtfdng eafe Viet Nam cd quy mo va tiem nang Idn dd' phai trien (https://babuki.vn/tong- quan-thi-truong-eafe-viet-nam/). Bdt dau ra mat vao nam 2014 nhutig vdi cai ten The Coffee House va stf phat trien ciia thtfdng hidu Id di^u md nhieu Startup dang md tfde, dae biet trong ngdnh F&B. Khi nhac tdi The Coffee House la nhdc tdi mot thtfdng hieu ca phe Viet. Vd cau hdi lam sao de thu hut khdch hang la mot cau hdi khdng chi thu hiit stf quan tam cua ngtfdi lam kinh doanh ma con ca cac nha nghien ctfu. Trong Unh vtfc dich vu
nhtf qudn cafe, mdt trong nhifng yeu to'quan trong thu hiit khdch hang chinh Id trai nghidm thtfdng hieu. Chuyen gia thtfdng hidu Bui Quy Phong cho biet, theo khao sat, 60% cho rang trdi nghidm thtfdng hidu tdc ddng de'n quye't dmh Itfa chgn cua khdch hang, d ehau A Idn dd'n 71%, Gan mdt ntj^a nhiing ngi/di dtfde hoi san sang trd nhieu tien hdn eho cac thtfdng hieu cd the tao trai nghiem td't, con so' nay d ehau A len tdi 58%. Co ra't nhieu yeu to' tdc ddng den trai nghidm phuc vu khdch hdng nhtf: cha't Itfdng dd ud'ng, \i tri m; hQng.... nhtfng viecduy tri chat Ii/dng trdi nghiem • i^dig hidu tai
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KINH DOANH
The Coffee House se gdp phan trong vide dn dinh ngudn khdch hdng thtfdng xuydn. O gde do khoa hpc, da ed nhieu nghidn ctfu vi edc tien td' dnh hu'dng. Thdng 12 nam 2013, dng Afroja Rehan Rima da nghien etfu ve "ede ye'u to' dnh htfdng den trai nghiem ciia khaeh hang trong vidn thong", ke't qud cua nghidn ctfu la 3 ye'u to': dich vu cd't loi, sdn pham bid'n th^ vd khuye'n mai cd anh htfdng ddng ke dd'n trai nghiem cua khaeh hang, trong do, trdi nghidm bi dnh hirdng dang ke bdi cde hoat dong cd't loi cua cac dich vu. Trong bai vid't ndy, tde gia dtfa vao ly thuyd't ve trai nghidm thtfdng hieu va cung nhtf ttf tdng kd't nghien ctfu eua cac tac gia di trtfdc dd' phan tich cac ye'u td dnh hu'dng de'n trai nghiem thu'dng hieu cua khdch hdng tai ehudi cafe The Coffee House.
2. Cd sof li thuyet va cac gia thuyd't nghidn cl?u
2.1. Cde khdi niem 2.1.1. Khdi niem ve thUdng hieu
Theo Lassar & ctg, (1995) "Mot thtfdng hidu dtfde khdch hang ddnh gia cao se tao ldi the canh tranh bdi vi stf tin ttfdng cua khaeh hdng danh cho thtfdng hidu dd se eao hdn so vdi thtfdng hieu eua dd'i thu canh tranh". Thtfdng hieu ddng vai trd quan trgng trong quye't dinh mua mgt thtfdng hieu hang hda, dich vu nha't dinh thay vi hdng hda, djch vu cua thtfdng hieu khdc (Swait & ctg, 1993).
Phillip Kotler dinh nghia: "Thtfdng hidu (brand) la san pham, dieh vu dtfde them vao cac ye'u to' de khae biet hda vdi san pham dich vu khdc cung dtfde thie't kd' de thoa man cung nhu cau. Stf khdc biet nay ed the la ve mat chtfc nang, eae ye'u to' hi?u hinh cua san pham. Chiing cung cd the la nhffng yd'u to'mang tinh bieu ttfdng, cam xue, hoac vd hinh md thtfdng hidu the hien ra ".
2.1.2. Gid thuye'l nghien cdu 2.1.2.1. Chat luang cdm nhgn
Hansen va Gauthier (1993, 1994) cho rang khaeh hang hi anh htfdng khi tham dtf cac thtfdng hidu vdi muc dieh chinh Id cam nhan eha't Itfdng thtfdng hieu tai stf kidn. Zhang va cgng stf, (1995, 1997) eung cho rang, anh htfdng khae dd'n khdch hang tham dtf la cac dde diem ndi bat cua ehinh thtfdng hidu, chang han nhtf stf ldi eud'n hode
quydn ru cua hg. Wakefield va Sloan (1995) da tim thay mgt mdi ttfdng quan ed y nghia tich ctfc gitfa khdc hang va stf edm nhan thtfdng hieu.
Hansen va Gauthier (1993, 1994) tie't Id rang san pham cd't loi cho bat ky khdch hang la danh eho hg de' cd th^ theo doi chat che, cham chii vd am tham trong sud't thdi gian hg tai ctfa hang. Theo Zhang va cdng stf. (2005), stf gan gui vdi thtfdng hieu tao ra dnh htfdng Idn nha't de'n cac dac diem cua bat ky khach hang ndo. Vi vay nen gia thuyet HI dtfde de xua't:
HI: Chdt luang cam nhgn dnh hudng den quyi't dinh trdi nghiem thuang hieu The Coffee House tgi TP.Ho Chi Minh.
2.1.2.2. Qudn li cda hdng va dich vu. Ichd ndng tiep can
Trdi nghiem thiTdng hieu thdng qua dich vu bj anh htfdng trong cac ttfdng tac gitfa nhan vien va khdch hang (Biedenbach & Marell, 2010). Harris (2007, tr.l02) nhan manh vai tro eiia nhan vien trong viec tao ra trai nghiem ciia khach hang, Zaltman (2003) tuyen bd'rang, trai nghiem, tham chi d mtfc dd v6 thtfc, la ye'u to' quan trgng nha't thuc day ngtfdi tieu dung nhieu hdn cde thudc tinh ehtfe nang khdc cua san pha'm hoac dich vu. Bdng each thie't ke' va tich hdp cha't Itfdng dich vu, tao dieu kien trao ddi xa hdi vd trau ddi kinh nghiem cam giae, dieu nay se tao ra mgt trdi nghiem tich ctfc. Khach hang tai stf kien ed xu hi/dng thu'dng thtfc trai nghidm ciia ho va tao ra mdt trai nghiem dang nhd hdn (Lee et al., 2012). Bdn eanh dd, kha ndng tie'p can cua khach hang cung la dieu can quan tdm. Cac ctfa hang can phai d nhtfng ndi khaeh hang cd the de dang tid'p can, Itf dd cd the gia tang niem vui cua khach hang trong trai nghiem thtfdng hieu (Dhurup, Mofoka, &
Surujlal,20I0).
H2: Qudn li cda hdng vd dich vu, khd ndng tie'p can dnh hudng den quye't dinh trdi nghiem ihUOng hieu The Coffee House lai TP. Hd Chi Mmh.
2.1.2.3. Marketing sUliien
Marketing stf kien da dtfde coi la mdt tien de ciia trai nghidm thtfdng hidu vl nd cung cap stf ttfdng tac trtfc tie'p \a sinh ddng hdn vdi thtfdng hieu (H4) (Whelan v-i Wohlfeil 2006). Theo Pine
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Hinh 1: Md htnh nghien cCfu de xudt
[ Dau mdi cua thtfdng hieu
Marketing stf kifen j
Tlgpthitmyen thdng ]
va Gilmore (1999), tie'p thi stf kidn la mdt "nhd hat", ndi eae thtfdng hieu xua't hien trdn mdt "san khd'u" dd' cung cap nhffng trai nghiem ddng nhd.
Shimp (1993) dinh nghla tie'p thi stf kien la "thtfe hanh thue day ldi ich ciia mgt td chtfc vd edc thtfdng hidu cua nd bang each lien ke't td ehtfe vdi mdt hoat ddng cu the ". Marketing hieu qua khdng chi gidi han d cde nhd tai trd stf kien nhtfng cung bao gom nhieu hinh thtfc stf kien khdc bao gdm ra mat sdn pham, chtfdng trinh khuyd'n khich thtfdng, la'y m§u san ph^m, hdi nghi, trie'n lam dirdng bd, su kien cdng khai, gay quy ttf thien, cugc thi, trien Iam thtfdng mai, trien Iam, giai tri cdng ty vd khach tham quan sdn pham (Wood 2009). Vl the, ta cd gia thuyet H3:
H3: Marketing sU kiin dnh hudng den quyet dinh trdi nghiem thuang hieu The Coffee House igi TP. Ho Chi Minh.
2.1.2.4. Dau mo'i cua thuang hieu
Dau md'i thtfdng hidu cung dd dtfde dtfa ra gia thuye't dd' gdy anh htfdng kinh nghiem thufdng hidu (H5). Manh md'i thtfdng hidu ke't hdp cae dau md'i chtfc ndng (ehd't Itfdng ky thuat cua dich vu), dau md^i ed khi (cac md'i quan he gan lien vdi dich vu) vd diu radi nhan van (hanh vi va stf xua't hien cua edc nha cung cd'p dieh vu) (Berry et al. 2006).
NgUdi lidu diing dtfde tie'p xue vdi mdt so' dau md'i thtfdng hieu khi hg tim kid'm thdng tin lien quan de'n thtfdng hidu, mua vd tieu thu thtfdng hieu.
Nhffng manh md'i thtfdng hidu ndy gdi len nhtfng trai nghiem vdi thtfdng hieu vd anh htfdng de'n quyd^t dinh mua hang cua ngtfdi tieu dung (Ramaseshan va Stein 2014. Do dd, nghien ctfu nay de xua't:
H4: Ddu moi thuang hieu dnh hudng den quyel
dinh trdi nghiem thuang hieu The Coffee House igi TP.Ho Chi Minh.
2.1.2.5. Tiep thi truyen thong
Tie^p thj truyen thdng cung anh htfdng den trai nghidm ciia ngtfdi tieu dung vdi mgt thtfdng hi?u (H6). Tiep Ihi truyen thdng cd the bao gdm giao tid'p mdt chieu (vi du: cdng khai, qudng cdo), giao tid'p hai ehieu (vi du: dich vu khdch hang, bdn hang ca nhan) hoac tie'p thi trtfc tie'p (vi du; xuc tid'n bdn hang) bao gom ci giao dep hai chieu va hai chi^u (Duncan va Moriarty 1998). Trong thdi gian gan day, cae danh gia cua ngtfdi tieu diing trtfc tuyd'n (trdn trang web va phtfdng tien truyen thdng xa hdi) eung da dtfde dtfa vao hdn hdp tiep thi truyen thdng (Chen va Xie 2008). Do dd, nghidn ctfu ndy de xuat:
H5: Tiep thi truyen thong dnh hudng den quyet dinh trdi nghiem thuang hiiu The Coffee House tgi TP. Ho Chi Minh.
3. PhtfoTng phap nghien cvtu
Nghien ctfu ehinh thtfe dtfde thtfc hidn bang phtfdng phdp dinh Itfdng thdng qua bang cau hdi khao sdt vdi 264 ngtfdi Id khdch hang thtfdng xuydn ciia Coffee House. Sau dd phin mem Smart PLS phidn ban 3.2.8 dtfde dung de phdn tich dff lieu da thu thap dtfde. Vide danh gid mdt md hinh nghidn ctfu gdm 2 phan: ddnh gid md hinh do Itfdng va danh gia md hinh eau true. Viec danh gid md hinh do Itfdng d^ xem xdt do tin cdy ciia thang do. Cde thang do se difdc kiem dinh tinh ddn htfdng, do tin cay, gid tri hoi tu va gid tri phdn biet. Vide danh gid md hinh ea'u true bao gom 4 btfde: (1) ddnh gia van de da cnn.^ tuye'n cua mo hinh ca'u true; (2) ddnh gia mtfi. n^hia vd stf lien quan ciia edc md'i lidn he trong i v,,nh ca^u Inie;
3 5 0 So 17-Thang 7/2020
KINH DOANH
(3) danh gia mtfe dd R2; (4) ddnh gia he so' tdc dgng O (Hair va ctg, 2017).
4. PhSn tich kd't qua nghidn clhi 4.1. Thong tin mdu khdo sdt
Phan Idn nhffng ngifdi tra ldi khao sat dtfdi 25 tudi (96,2%), nghe nghiep la hgc sinh - sinh vien
(93,2%), thu nhdp hang thang ttf 5-8 trieu ddng (84,8%), thtfdng di vdi ban be (61,4%) va mtfc do ud'ng chtfng it hdn 1 lan/tuan (37,1 %).
4.2. Ket qud
4.2.1. Kiem dinh mo hinh do ludng (Bdng 1) Cac diang do vdi hd sd tai nhan to tif 0.7 trd Idn B a n g 1. Thong tin I h o n g d o
TTiangdo
Dau mdicijathudnghi^u
Tile Coffee House cung cap thifc uong chat luong Ttte Coffee House co m6t he thong xtr ly don hang hop li Khong gian ci The Coffee House that de chju Ntian vien cua The Coffee House the hien hanh vl dung muc Nhan viSn cija The Coffee House cd ngoai hinh an tuong 6h§rtliiOngcSmnh$n
Hi/dng v! ca ph6 ciJa The Coffee House rat thorn ngon San phSm The Coffee House co tinh rieng bi$t San ph^m The Coffee House dam bao an toan v& sinh Thiet ^ bao bi s^n pham de'nhin dang thuong hieu The Coffee House Tbi lufln tin tudng vao chat lUdng ca phe The Coffee House Mat1«tingsuld$n
lot thay cac su Itien cua The Coffee House hap dSn
131 thay thu Vj l<hi tham gia/tham ducac SU kien do The Coffee House to chile The Coffee House lam toi hao hUng thong qua cac su l^ien cua ho Tieplhjtmyeh thdng
Cac quSng cao ciia The Coffee House co y nghTa That thU Vj khi xem cac quang cao cua The Coffee House 15i cam thay tot khi nh^n duoc lin nhan tUThe Coffee House Trang web cua The Coffee House cung cS'p thbng tin dung dan va chinh xac The Coffee House tmygn thong theo hudng tinh cam
Quan ly cljta hang va dich vu, Itha nang tiep c$n Cac chuong trinh qua tang tai The Coffee House hap dan vdi tdi Cac nhan vien cua The Coffee House dd'i xii vdi tdi mdt each hieu khach Cac dich vu khac tai The Coffee House rat tdt
The Coffee House cd dii chd'de tol dau xe
Toi cd thd' de'dang de' den cac chi nhanh cua The Coffee House Cd ra't nhieu chi nhanh The Coffee House 6 cac khu vuc khac nhau
H^sotii nhSnto
0.862 0.873
*
0.809 0.835
•
0.824 0.833 0.774 0.887
0.912 0.952 0.946
0 896 0.916 0.907 0.816 0.864
0.783 0.815
CR
0.909
0.899
0.956
0.945
0.893 AVE
0.714
0.69
0.878
0775
0.625
0 834 0 789 0.729
Outer weight
0.334 0.288 0.238 0.338
0.912 0.952 0.946
0.896 0.915 0.907 0.816 0.864
_ J
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TTiang do
Ttii nghidm thudng hi$u
Thuong hieu The Coffee House gay an tuqng manh cho thj giac va cac giac quan khac cua tol
Tol cam thay thuong hieu The Coffee House thii vi Thuong hieu The Coffee House hap dan cac giac quan ciia tdi Thuong hieu The Coffee House tao cho tdi cam xuc va tinh cam cho tdi ldi cd cam XLic manh me cho thuong hieu The Coffee House Thuong hieu The Coffee House kich thich su td md cua tdi
H^sotii nhan to
0.899 0.886 0 92 0.904 0.905 0.884
CR
0.962 AVE
0.809 Outer welght
*Cdc muc da luac bd khoi mo hinh
Nguon: Kel qud xd ly dd lieu Uido sal cua nhdm ldc gid
dtfde gitf lai trong md hinh (Bagozzi, Yi, & Phillips, 1991; Hair, Ringle, & Sarstedt, 2011). Vdi gid tri CR cao hdn 0.7 thi ta't ca edc nhdn td trong md hinh deu dat dtfde do tin cay nha't quan ndi bd (Hair, J.F., Hult, G.T.M., Rmgle, CM., and Sarstedt, 2017).
Nhd vdo gid tri AVE cao hdn 0.5, hoan toan cd the ket luan rang ta't ea edc bie'n quan sat deu cd gid trj hdi tu (Hair, J.F., Huh, G.T.M., Ringle, CM., and Sarstedt, 2017). (Bdng 2)
Vdi ty le HTMT, ty le HTMT nhd hdn 0.9 cho tha'y thang do cd gid tri phan biet (Henseler vd ctg, 2014). Ngtfdc lai, ne'u ty Id HTMT ttf 0.9 trd Idn thi thang do khdng cd gid tri phdn biet.
4.2.2. Kiem dinh mo hinh cd'u trUc
Cd sdu van de can dtfde ddnh gid: hidn ttfdng da cdng tuye'n, hd sd' tac ddng, hd sd xdc dinh R^
he sd' tdc dgng P, stf lidn quan ciia dtf bao Q^ vd he sd' q^. Hien ttfdng da cdng tuye'n. (Bdng 3)
Bang2.TiI§HTMT
Thang do
BE CP EM MC PS
Dau moi cua thuang hl$u 0.809 0.854 0.739 0.858 0.897
Trai nghi$m thudng hi$u
0.789 0.834 0.89 0.79
ChaiUdng cam nh$n
0.697 0.746 0.897
Marketing sMki$n
0.882 0.785
TiSpthi truyen thdng
0.821 Nguon. Ket qud xd ly dd lieu khdo sdt cua nhom tdc g
Bong 3. Bong ddnh gid moi quon he
Ma gid thuyet H$sotacdOng Gi^taip K3llu$n
O.OJ 18% Til chdi
Chap nhdn Chap nh|n Chap nh^n Ttf chdi Nguon: Kel qud xd ly dd lieu khda sal cu . nhdm tdc gid
352 So 17-Thang 7/2020
KINH DOANH
Td't cd cde gia tri VIF deu nhd hdn 5 nghia la md hinh khdng ed hien itfdng da edng tuyd'n (Hair, J.F., Hult, G.T.M., Ringle, CM., and Sarstedt, 2017).
Da so edc nhd nghidn ctfu stf dung gia tri p de xac dinh mtfe y nghia. Gia tri p dtfde hieu la xac suat pham sai llm khi loai bd mdt gid thuye't. Vdi mtfe y nghia 10%, ed thd' kd't ludn rang cd gid thuyd't HI, H3, H5 dtfde ling hd.
Tid'p theo, e^n danh gia mtfc dd tae dgng cua bid'n doe ldp den bie'n phu thudc. Cde nha nghien ctfu stf dung hd so' mdi quan he de xac dinh tac ddng eiia bie'n ddc Idp de'n bid'n phu thude. Vi du d day, gia thuyet HI (Chat Itfdng edm nhan cd anh htfdng tich ctfc de'n trdi nghiem thtfdng hieu) dtfde ung hd vdi gid tri p= 0%. Stf thay doi I ddn vi nhan td "Marketing stf kien" se dSn dd'n stf gia tang 0.222 ddn vi nhan td' "Trai nghiem thtfdng hidu".
(Bdng 4)
5. Ke't ludn va kie'n nghi
Kdt qud nghien ctfu nay cd nhffng ddng gdp thidt thtfc eho hoat ddng qudn tri va marketing ciia The Coffee House. Nghien ctfu dd chtfng minh ba bie'n ddc lap: chd't lUdng cam nhdn. Marketing sir kien, tie'p thi truyen thdng deu tdc ddng tich ctfc de'n quye't djnh trai nghiem thtfdng hieu The Coffee House tai TP. Ho Chi Minh.
Ke't qua eho tha'y ca cha't Itfdng cdm nhdn.
Marketing stf kien, tie'p thi truyen thdng dd'n tac dgng tieh ctfc de'n quye't dmh trai nghidm thtfdng hidu The Coffee House tai Tp. Ho Chi Minh. Tuy nhien, tie'p thi truyen thdng cd tdc ddng manh me nha't, sau dd la chat Itfdng cam nhan vd tha'p nha't la Marketing stf kien (Bdng 5). Do do, di ndng cao quye't dinh trai nghiem ciia khdch hang. The Coffee House can phai tap trung nhieu hdn vao tiep thi truyin thdng. Difa tren gia tri cua hd sd outerweight (Bdng 1), khdeh hang danh gid eao ve thu vj khi
Bl@h quan sat Trai nghiem thuong hidu
R=
0.769
Bang 4. G i a trj R= v a Q=
l^iic d$ chinh xac tiDng dM bao Cao
Q' 0.579
SU thich hdp vSdVbto Cd y nghla
Gid tri R^ nam trong khoang ttf 0 dd'n I, tri sd cang cao se cho thd'y mtfc dd dtf dodn ehinh xac trong md hinh cang cao. Khi gid tri R^ la 0 75, 0.50 hoac 0.25 dd'i vdi cde bid'n phu thudc, ed the dtfde xem Id cd mtfc dd chinh xac trong dtf bao ddng ke, trung binh vd ye'u (Hair et a l , 2011;
Henseler et al., 2009). Cd th^ thay rang, eae bie'n ddc lap tac ddng de'n bie'n phu thudc "Trdi nghiem thtfdng hieu" d mtfe do eao. Cac nha nghien ctfu ciing kiem tra gid trj Q- dtfde de xudt bdi Geisser (1974) va Stone (1974). Trong md hinh ed'u true, gid tri Q" cua bid'n phu thugc Idn hdn 0 chi ra stf lidn quan dtf dodn ciia md hinh nghien ctfu de'n bie'n phu thudc.
Nguon: Ke't qud xd ly dd lieu khdo sal cua nhdm tdc gid
xem cac quang cdo va khi tham quan cde stf kidn ciia The Coffee House. VI vdy. The Coffee House c^n ehu trgng, tung ra eae quang cdo cd stf hap ddn, loi eud'n, y nghla hdn, truyen dat td't hdn di thdng diep de'n vdi khach bang mdt each day dii nha't, dong thdi can td ehtfe eae stf kien day tinh sdng tao va mdi la. Ngoai ra, trong eha't Itfdng cam nhan, khdch hang cung ddnh gia cao ve chat Itfdng ea phe (Bang I). Vl vay, de tang stf dm de'n trai nghiem thtfdng hieu. The Coffee House phai cd stf chgn loc hat cd phe dau vao eha't Itfdng, dam bdo dong ihdi nhtfng nhan vidn pha ehe' can td ren luyen, trao ddi tim hieu de nang cao chd't Itfdng ea phd va san pham ditfc ud'ng khde de thu hut khdch hang •
TAI L i t U THAM KHAO:
I. Bagozzi, R. P., Yi, Y.. & Phillips, L. W. (1991). Assessing Constmct Validil) in Organizational Research.
Administrative Science Quarterly. 36(3), 421 -458. https://doi.org/10.2307/2393203
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2. Cohen, J. (1988). Statistical Power Analysis for the Behavioral Sciences. Hillsdale. NJ: Lawrence Eribaum Associates, Publishers.
3. Geisser, S. (1974). A Predictive Approach to the Random Effect Model. Biometrika. 61(1), 101-107.
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Ngay nhan bai: H/6/2020
Ngay phan bi^n danh gia va suTa chi7a: 21/6/2020 Ngay cha'p nh^n ding bai: 29/6/2020
Ttidng tin tdc gid:
VU THI TINH
Trifcfng Dai h^c Tai chinh - Marketing
A STUDY ON THE FACTORS AFFECTING THE CUSTOMER EXPERIENCE OF THE COFFEE HOUSE
• VU THi TINH University of Finance - Marketing
ABSTRACT:
Fmding out the factors diat affect the brand experience is an interesting topic and attracts attention from entrepreneurs in the dining industry. This study is to analyze and find out the factors affecting the brand experience of consumers at The Coffee House. The structure of this study's research model is based on previous studies combining the use of multivariate regression models and research hypotheses. This study's findings show that the quaUty of brand experience, marketing and event positively affect the consumers' decision to experience The Coffee House brand in Ho Chi Minh City. Customer experience is all the impression that consumers have of a brand over the interaction between the brand and consumers. Therefore, besides making The Coffee House' products unique. The Coffee House should pay attantion to their coffee quality, enhance its eommunieation about the brand and organize its branding events creatively in order to attract more customers.
Keywords: Brand expenence, brand perception, influencing factors. The Coffee House.
354 So 17-Thang 7/2020
