The effect of servicescape on service quality and customer behavioral intention – An evidence in coffeeshop service in Viet Nam market

Abstract

This study aims to evaluate the role of the servicescape to service quality and customer behavioral intentions in the context of the coffee shops chains service in the Vietnam market. The author uses Structural Equational Modeling (SEM) to test the research model and hypotheses through survey data of 326 customers who have used services at coffee shops in cities in Vietnam. The results show that the concept of servicescape is a separate concept that plays an important antecedent role to service quality and customer behavioral intention, and employees service quality also plays a vital role in order to improve the overall service quality. The results of this study have confirmed the need to manage servicescape and employee service quality at coffeeshops chains which will contribute to enhace overall service quality and forming the intention to return using services of customers. Based on this result, the study has given some implications for managers not only in the coffee shops chains business but also in other service industry. The important contribution of this study is the affirmation of the independent role of servicescape in the coffee shops chain service business in the Vietnam market.

Customer experience in coffee stores: A multidisciplinary Neuromarketing approach

“…In a full‐service restaurant setting, Kim and Ok (2010) also find that customer orientation of the service employee positively affects customer satisfaction, commitment, and repurchase intentions. The positive effect of employee service is also shown in the context of coffee stores (Lee et al, 2018; Anh & Thao, 2020). We consequently hypothesize:H1c Employee service affects the customer experience for starbucks (a) and The Coffee House (b).…”

“…For US customers, the coffee store atmosphere is positively linked with customer satisfaction and loyalty (Lee et al, 2018). A study of Vietnamese coffee stores also suggests that design, space, and environment positively influence perceptions of the service environment, positively affecting overall service quality (Anh & Thao, 2020).…”

“…For US customers, the coffee store atmosphere is positively linked with customer satisfaction and loyalty (Lee et al, 2018). A study of Vietnamese coffee stores also suggests that design, space, and environment positively influence perceptions of the service environment, positively affecting overall service quality (Anh & Thao, 2020). Another study suggests that the atmosphere of a coffee store influences product selection and has a positive impact on customer experience (Spence & Carvalho, 2020).…”