Key factors in opening a high-end coffee chain in Hanoi City, Vietnam through analysing customer satisfaction
Ta, Nga Ta Thi Thanh (2016)
Ta, Nga Ta Thi Thanh
Centria-ammattikorkeakoulu (Keski-Pohjanmaan ammattikorkeakoulu)
2016
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201602192448
https://urn.fi/URN:NBN:fi:amk-201602192448
Tiivistelmä
Customer satisfaction is one of the most important factors determining the development within organisation in the competitive business world. This is the reason why customer satisfaction is the ultimate goal of every business. Therefore, understanding and adapting to satisfy customers is significantly necessary for each organization.
The main aim of the thesis is to understand the customer satisfaction of the high-end coffee chain in Hanoi as well as find out and analyse the key factors that affecting toward the opening of high-end coffee chain in Hanoi in order to give the recommendation for improvements.
SERVQUAL is one of the most used models which was first introduced by Parasuraman, Zeithaml & Berry in 1985 and further developed in 1988, 1991, 1993, which was adopted in this research. High-end coffee chains offer service for a wide range of customers from young teenagers to adults. The sample size of this research is 40 people from 18 until 50 who have a capability to manage their own financial status. Therefore, they can eliminate the effect of the role of purchasing decision-maker on result. These people also have a stable requirement and expectation for their products or services. Moreover, they are sensitive to the products change. The random sample is chosen from the population living in the 3 main districts of Hanoi, because people who are living in the main districts tend to have higher income so they demand for higher quality in high-end coffee chains.
The finding of the paper revealed that cafes should attempt their best to enhance customer satisfaction. When there will be more understandings customers then there will be more ways to attract them.
The main aim of the thesis is to understand the customer satisfaction of the high-end coffee chain in Hanoi as well as find out and analyse the key factors that affecting toward the opening of high-end coffee chain in Hanoi in order to give the recommendation for improvements.
SERVQUAL is one of the most used models which was first introduced by Parasuraman, Zeithaml & Berry in 1985 and further developed in 1988, 1991, 1993, which was adopted in this research. High-end coffee chains offer service for a wide range of customers from young teenagers to adults. The sample size of this research is 40 people from 18 until 50 who have a capability to manage their own financial status. Therefore, they can eliminate the effect of the role of purchasing decision-maker on result. These people also have a stable requirement and expectation for their products or services. Moreover, they are sensitive to the products change. The random sample is chosen from the population living in the 3 main districts of Hanoi, because people who are living in the main districts tend to have higher income so they demand for higher quality in high-end coffee chains.
The finding of the paper revealed that cafes should attempt their best to enhance customer satisfaction. When there will be more understandings customers then there will be more ways to attract them.