The Impact of Product Quality, Service Quality, Interior Feature on Customer Behavior for Trung Nguyen Coffee

• Main Authors: Aileen Bui, 裴氏燕
• Other Authors: 廖森貴
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/36k3bb

碩士 === 國立臺北科技大學 === 商業自動化與管理研究所 === 99 === Following the rapid development of global economy, living manner of human being is also being changed. Consumers pay more attention not only to product quality, service quality but also interior feature of the shop. In this study tries to fill empirical study’s gap, thus research the effects of product quality, service quality, and interior feature on intention of customer to shop in the future were studied with the case of “Vietnamese Trung-Nguyen coffee” shop market. A questionnaire was used to collect both quantitative and qualitative data from 477 customers. The structural equation modeling AMOSR package was employed to analyze obtained data and the integrations between the aforementioned factors. Initial hypothesis and results revealed that product quality, service quality, and interior feature possessed significant effects on customer value, customer satisfy as well as customer loyalty. With the special case of “Vietnamese Trung-Nguyen coffee” shop, various marketing strategies were proposed.