Increasing customer satisfaction in coffee shop business a study at highlands coffee chain in dong nai province

--- Page 1 --- --- Page 2 --- Increasing customer satisfaction in the coffee shop business: a study at the Highlands Coffee chain in Dong Nai province Presented to the faculty of SBS Swiss Business School In Partial fulfillment of the requirement for the degree Master of Business Administration In International Management Student Declaration: I declare that I, Pham Van Nam, the undersigned, have completed this work and that I have not used any other than permitted reference sources or materials nor engaged in any plagiarism. All references and other sources used by me have been appropriately acknowledged in the work. I further declare that the work has not been submitted for the purpose of academic examination, either in its original or similar form, anywhere else. Mentor Declaration: I, the undersigned, verify that this document meets SBS Swiss Business School academic standards. Acknowledgment The thesis is a personal research work of mine that is an opportunity for me to synthesize all the knowledge that I have learned and researched during the past time. To achieve this is not only my own effort but also very enthusiastic support from teachers and friends, who have supported me throughout the learning and research process. I would like to take this opportunity to express my sincere thanks to all those who have supported me during my studies. First, I would like to thank the teachers at SBS School who have supported and guided us in the lessons, through the discussion topics so that we have more ideas and knowledge that will not only serve this thesis but also useful knowledge for us to apply in our future work. Next, I would like to thank Dr. Pham Quang Vinh, who supported and advised me in the process of implementing this research work. Thank you for enthusiastically sharing your knowledge to help me have constructive ideas for my dissertation. His sharing is very valuable to help me complete my work well. Thirdly, I would like to thank the support team of Ideal, who have always supported and helped all students during their studies at Ideal Institute in the past time. At the same time, they always do their best to support students when they need to serve their studies and research. Finally, all the students in the class, who are always active in the lessons to share their experiences and multi-dimensional knowledge, help the students not only me but also all other students to exchange their valuable knowledge. --- Page 3 --- Best Regard Pham Van Nam List of Tables Table 1.1. Scale of coffee chain stores in Vietnam 1 Table 4.1. Survey Sample Breakdown Table 26 Table 4.2. List of panelists 27 Table 4.2. Scale and Observation Variable Encoding 30 Table 4.3. Statistics on the gender of the study sample 33 Table 4.4. Statistics on the age of the study sample 34 Table 4.5. Statistics on education level of the study sample 34 Table 4.6. Statistics on the income of the study sample 35 Table 4.7. Occupational statistics of the study sample 36 Table 4.8. Statistics on the usage of research samples 36 Table 4.9. Statistics on the number of uses of the study sample 37 Table 4.10. Statistics on what to pay attention to when using the product of the research sample 37 Table 4.11. Statistics on the most recent use of the product of the research sample 38 Table 4.12. Statistics of quantitative observation variables in the study sample 38 Table 5.1. Cronbach''''s Alpha coefficient of the KK scale 40 --- Page 4 --- Table 5.2. Cronbach''''s Alpha coefficient of the NV scale 40 Table 5.3. Cronbach''''s alpha coefficient of the IT scale 41 Table 5.4. Cronbach''''s alpha coefficient of the CC scale (1st time) 42 Table 5.5. Cronbach''''s alpha coefficient of the CC scale (2nd time) 42 Table 5.6. Cronbach''''s alpha coefficient of the HL scale 42 Table 5.7. Summarize the results of the evaluation of scales using Cronbach''''s Alpha 43 Table 5.8. Results of EFA analysis for independent variables 43 Table 5.9. Discovery Factor Analysis Results for Dependent Variables 44 Table 5.10. Pearson Correlation Coefficient 45 Table 5.11. Summary of Regression Models 45 Table 5.12. ANOVA Board 46 Table 5.13. Results of Regression Analysis 46 Table 5.14. Summing up the importance of the factors 49 Table 5.15. Summarizing the results of the examination of research hypotheses 51 Table 5.16. Statistics on customer satisfaction with Highlands Coffee by gender 52 Table 5.17. Testing the Difference customer satisfaction for Highlands Coffee chain by gender 52 Table 5.18. One - Way Anova inspection results on customer satisfaction with Highlands Coffee chain by age 53 Table 5.19. One - Way Anova inspection results on customer satisfaction with Highlands Coffee chain by age 54 Table 5.20. Testing the Difference about customer satisfaction with the Highlands Coffee chain by age 54 Table 5.21. Testing the uniformity of variance based on education level 55 --- Page 5 --- Table 5.22. ANOVA accreditation based on education 55 Table 5.23. Results of One - Way Anova inspection of customer satisfaction with Highlands Coffee chain by income level 56 Table 5.24. Results of One - Way Anova inspection of customer satisfaction with Highlands Coffee chain by income level 56 Table 5.25. Testing the Difference about customer satisfaction with the Highlands Coffee chain follow by income level 57 Table 6.1. Scale Synthesis Employee attitude 60 Table 6.2. Scale Synthesis Coffee quality 61 Table 6.3. Scale Synthesis Internet services 63 Table 6.4. Scale Synthesis Atmosphere 64 List of Figures Figure 3.1. The U.S. Customer Satisfaction Index 18 Figure 3.2. EU Countries Customer Satisfaction Index Model (1989) 19 Figure 4.1. Proposed research model 29 Figure 5.1. Frequency Chart of Normalized Residues 47 Figure 5.2. P-P Plot Frequency Chart 48 Figure 5.3. Scatter Graph 48 --- Page 6 --- Abstract The study "Increasing customer satisfaction in the coffee shop business: a study at the Highlands Coffee chain in Dong Nai province" has studied the impact of factors on customer satisfaction for the Highlands Coffee chain in Dong Nai province. Based on the survey results, the author gives implications to increase customer satisfaction. Research builds on and inherits the research of Lee et al. (2018). The author proposes a model of 4 factors: atmosphere, attitude of employees, Internet service and coffee quality corresponding to 4 hypotheses. In which, the atmospheric scale includes 4 observation variables, coded as KK; Employee attitude scale includes 3 observation variables, coded as NV; the Internet service scale includes 3 observation and encryption variables: IT; the coffee quality scale is measured by 4 observation variables, coded as CC; The customer satisfaction scale is measured by 3 observed variables, represented by HL. The qualitative study was conducted through discussion with 6 experts, the results obtained have reached a consensus and high acceptance to put the proposed model into research in Dong Nai province. The author distributed 252 questionnaires between April 16, 2024 and May 16, 2024. After 30 days of investigation, a total of 239 valid survey votes were collected and put into analysis. The authors conducted descriptive statistics, Cronbach''''s Alpha reliability test, EFA analysis, Pearson correlation analysis, regression analysis, and proposed model test. The results of the study show that the proposed hypotheses are accepted. The results show that the level of impact on customer satisfaction for the Highlands Coffee coffee chain in descending order is as follows: (1) the attitude of the staff has the strongest impact on customer satisfaction, followed by (2) coffee quality, and (3) Internet services and finally (4) the atmosphere with the least impact. The study also tested the differences in customer satisfaction for the Highlands Coffee chain in Dong Nai province according to the demographic characteristics by the T-test and ANOVA methods, showing that there were differences in gender and income levels in customer satisfaction. meanwhile, there is no difference in age and education level in terms of customer satisfaction for the Highlands Coffee coffee chain at a reliability level of 95%. These findings are the basis for setting out the management implications for the Highlands Coffee chain in increasing satisfaction through factors such as (1) atmosphere, (2) employee attitude, (3) Internet service and (4) coffee quality. --- Page 7 --- Layout of the topic: In addition to the table of contents, references and appendices, the study consists of 6 main chapters with the following contents: Chapter 1. Introduce Present the context of the problem and the context of the study Chapter 2. Objectives of the study Present the problem statement, the objectives of the study, formulate hypotheses and hypothesis statements, research questions, and limitations Chapter 3. Literature Review Presenting the chapter introduction, summarizing the concepts of atmosphere, employee attitudes, Internet service, coffee quality, and customer satisfaction. At the same time, it points out the relationship between the elements of the coffee shop business and customer satisfaction. In addition, previous studies are also presented in this section. Chapter 4. Primary Research Collection Presenting methodologies, designing studies, conducting research, and analyzing data Chapter 5. Intermediate analysis and conclusions Presenting hypothesis tests and intermediate conclusions Chapter 6. Conclusions and recommendations Present a summary of findings, general conclusions, recommendations, lessons learned, and ethical implications Table of content Chapter 1. Introduction 1.1 Background of the problem The world is developing more and more, leading to many changes in each person''''s life. Eating habits are the same, also catching up and changing every day. The living conditions of Vietnamese people are gradually changing, especially their eating habits. And coffee is not only considered a drink that helps reduce fatigue, but has become a part of the culture of many different generations. Vietnam is a country with a large amount of coffee consumption. According to data from the Vietnam Cocoa Coffee Association (VICOFA), coffee consumption per capita increased from 1.7 kg of coffee in 2015 to nearly 3 kg in 2023. The average growth rate in the period of 2025 - 2030 is about 6.6%/year. By 2025, domestic consumption will reach 270,000 tons/year to 300,000 tons/year. This is a development opportunity for the domestic coffee industry, especially coffee shops in Vietnam. --- Page 8 --- Today, the café is no longer a place to drink coffee but a place to rest, work, and even a place to hold meetings (Musika, 2019). Vietnamese coffee shop chains have always been a big "cake", attracting many domestic and foreign companies to participate and develop. According to Euromonitor''''s statistics, Vietnam has more than 500,000 coffee shops (including chain stores, retail cafes, roadside cafes, etc.), mainly concentrated in big cities such as Ho Chi Minh City. Ho Chi Minh City, Hanoi, Da Nang... By the end of 2023, the number of private restaurants/cafes in Vietnam will reach 31,299, an increase of 1.26% compared to the previous year. Table 1.1. Scale of coffee chain stores in Vietnam (Source: Compiled by the author from Euromonitor, Vietdata, Q&Me, IPOS report) Among the many well-known branded coffee chains in Vietnam (Table 1.1), Highlands Coffee, as a high-end coffee brand, with a high chain size and high brand recognition, is interested in discussing on social networks and is recognized by Vietnamese consumers as a popular lifestyle product and consumer space Favorite. Highlands Coffee is one of the famous coffee shop brands with a history of about 25 years in Vietnam, with about 700 chain stores (www.highlandscoffee.com.vn). Highlands Coffee is a famous coffee shop brand in Vietnam, the brand image has been widely known at home and abroad, trusted by consumers because of the quality of products and services that meet the needs of most consumers, followed by Trung Nguyen Coffee, The Coffee House, then Starbucks, Phuc Long (Q&Me, 2022), in addition to other brands such as Cafe Amazon, PhinDeli and some new brands such as Rang Rang Coffee, Katinat, K Coffee, Uncle Long Salt Coffee,... Unlike other coffee brands, Highlands Coffee chooses its own direction because it targets middle- and high-income customers, while Highlands Coffee''''s business goal is to lead the high-end retail industry in Vietnam. Therefore, Highlands Coffee not only operates in the coffee field but also expands its business activities to supporting products and services to meet the increasing needs of customers. Highlands Coffee deploys the 3G coffee shop model from the self-service café model then Highlands Coffee achieves cost savings in the service staff, employees do not spend a lot of time running the table, do not have to wait for customer management, and increase the initiative with customers, improve business efficiency and profits for businesses. According to CNBC (2020), 15.3% of the market share of Vietnamese coffee shops belongs to 5 major coffee chain chains including Highlands Coffee, The Coffee House, Phuc Long, Trung Nguyen Legend and Starbucks. According to a report published by Euromonitor at the end of 2022, the market size of Vietnam''''s coffee chain is approximately 1 billion USD per year. As of March 2023, the number of coffee shops of the 14 most famous coffee chain brands in Vietnam increased by 133 stores compared to 2022, reaching 1,657 stores nationwide (Q&Me''''s 2023 Retail Trend Report). With the increase in competition among Vietnamese coffee companies, especially coffee chains, maintaining customer loyalty has become a difficult task for businesses. Located in the Highlands Coffee chain in Vietnam, the Highlands Coffee chain in Dong Nai province also faces fierce competition in the market from famous brands such as Milanno Coffee, The Coffee House, Trung Nguyen Legend, Phuc Long, Ong Bau coffee, and the market entry of new brands such as Katinat Saigon Kafe, Uncle Long''''s salt coffee,... and recently the landing of the Starbucks brand opening a store in Bien Hoa. The rapid development of coffee shop chains in Dong Nai leads to fierce competition between brands in the market, so increasing satisfaction is to meet the needs of customers in the best way. Customer satisfaction is an affirmation of Highlands Coffee''''s success. These are the realities and challenges that the Highlands Coffee brand is facing. Therefore, Highland Coffee needs to have the right strategic orientation to grow and develop in the current period, and one of the indispensable factors is to always take customer satisfaction as the top goal. Stemming from that practical need, as an employee working at Viet Thai International Joint Stock Company (VTI), I boldly chose the topic "Increasing customer satisfaction in coffee shop business: research at Highlands Coffee chain in Dong Nai province" as a research topic to help the company understand more clearly about the factors affecting customer satisfaction for the Highlands Coffee chain in Dong Nai, thereby proposing management implications to increase satisfaction and meet the increasing needs of customers. 1.2 Background of the research The food and beverage (F&B) market is a fertile ground for investors. But in the past few years, new brands and new stores have continuously "sprung up", business ideas are always changing to keep up with the trend, so the F&B market gradually tends to be saturated. Therefore, businesses that want to have a foothold in the competition must continue to innovate, constantly improve quality, service and satisfy customers. Drucker - the father of modern management theory said that "The ultimate goal in business is to find and retain customers". Therefore, customer satisfaction in the F&B service industry, specifically the coffee industry, is a topic of interest to many researchers. Several previous empirical studies that have focused on consumer behavior have explored the role of satisfaction in market capture (Nguyen Thai Ha, 2024; Nguyen Thi Kim Dung et al., 2023; Hoang Cuu Long, 2023; Nguyen Hai Quang, 2023; Le Phan Tuan Anh et al., 2022; Nguyen Van Anh and Nguyen Thi Phuong Thao, 2020; Bui Tien Phuong and Nguyen Huu Lam, 2020; Lee et al., 2018; Han and Hyun, 2017; Kim et al., 2015; Jung and Yoon, 2013; Ryu et al., 2012). Previous empirical studies have shown that customer satisfaction is an important factor in the service business as it can be associated with positive business results. Previous studies have shown that service standards, customer satisfaction, and service environment affect customer loyalty in various services such as research with coffee shops (Nguyen Thai Ha, 2024; Nguyen Thi Kim Dung et al., 2023; Le Phan Tuan Anh et al., 2022; Nguyen Van Anh and Nguyen Thi Phuong Thao, 2020; Bui Tien Phuong and Nguyen Huu Lam, 2020; Lee et al., 2018); in the food and catering service industry (Hoang Cuu Long, 2023; Nguyen Hai Quang, 2023); in the context of the hospitality industry (Heung et al., 2012; Liu and Jang, 2009); in the context of the service, food and hospitality industry (Lee et al., 2018; Tsuar et al., 2015; Han and Hwang, 2015; Kang and Hyun, 2012) to test the atmosphere, attitude of employees, internet service, and coffee quality as a precursor variable that may be related to customer satisfaction. Previous studies have focused on local research such as Ho Chi Minh City (Nguyen Thai Ha; 2024; Nguyen Hai Quang, 2023; Le Phan Tuan Anh et al., 2022; Nguyen Van Anh and Nguyen Thi Phuong Thao, 2020; Bui Tien Phuong and Nguyen Huu Lam, 2020); in Hanoi (Nguyen Thi Kim Dung et al., 2023); in Vietnam (Hoang Cuu Long, 2023); in the US (Lee et al., 2018; Liu and Jang, 2009). Through the synthesis of previous theoretical bases, the author finds that there are very few research documents that take coffee shop chains as the research object. Surprisingly, research on this topic in the coffee industry, especially with the Highlands Coffee chain in Dong Nai province, has not been studied. There are many studies conducted on the influence of factors on customer satisfaction. In fact, there are quite a few studies conducted to look at the impact of atmosphere, employee attitudes, Internet service, and coffee quality on customer satisfaction. Since there are very few studies on customer satisfaction at coffee shops in Vietnam, scholars should also consider this study useful and informative for measuring variables. The results of this study contribute to understanding the behavior of customers in Dong Nai province and are useful for further research directions in related markets. Chapter 2. Objectives of the Research 2.1 Problem Statement With the development of life, people''''s demand for coffee is constantly increasing, many coffee shops with many different forms and styles have appeared. Coffee chains in some cities such as Ho Chi Minh City. Ho Chi Minh City, Hanoi City, Da Nang City, Bien Hoa City, Da Lat City... have a large number of potential customers, bringing attractive profits, leading to increasingly fierce competition between brands. The food and beverage (F&B) market is a fertile ground for investors. But in the past few years, new brands and new stores have continuously "sprung up", business ideas are always changing to keep up with the trend, so the F&B market gradually tends to be saturated. Therefore, businesses that want to have a foothold in the competition must continue to innovate, constantly improve quality, service and increase customer satisfaction. For customers, when coming to a coffee shop, which factor is the first thing that customers are interested in. Therefore, researching and understanding the behavioral intentions of customers in this field is essential to help managers build sound business strategies. At the same time, the author noticed that customers come to coffee shops not only to drink coffee but also to enjoy the space, relax with family, friends or partners. In this study, the authors will provide new data that can help brands understand customer behavior. At the same time, the author also sets out management implications for increasing satisfaction, service quality and other necessary factors to bring customer satisfaction and benefits to the entire chain of coffee shops and the Highlands Coffee brand in particular.

Introduction

Background of the problem

The world is developing more and more, leading to many changes in each person's life Eating habits are the same, also catching up and changing every day The living conditions of Vietnamese people are gradually changing, especially their eating habits And coffee is not only considered a drink that helps reduce fatigue, but has become a part of the culture of many different generations Vietnam is a country with a large amount of coffee consumption According to data from the Vietnam Cocoa Coffee Association (VICOFA), coffee consumption per capita increased from 1.7 kg of coffee in 2015 to nearly 3 kg in 2023 The average growth rate in the period of 2025

- 2030 is about 6.6%/year By 2025, domestic consumption will reach 270,000 tons/year to 300,000 tons/year This is a development opportunity for the domestic coffee industry, especially coffee shops in Vietnam.

Today, the café is no longer a place to drink coffee but a place to rest, work, and even a place to hold meetings (Musika, 2019) Vietnamese coffee shop chains have always been a big "cake", attracting many domestic and foreign companies to participate and develop According to Euromonitor's statistics, Vietnam has more than 500,000 coffee shops (including chain stores, retail cafes, roadside cafes, etc.), mainly concentrated in big cities such as Ho Chi Minh City Ho Chi Minh City, Hanoi, Da Nang By the end of 2023, the number of private restaurants/cafes in Vietnam will reach 31,299, an increase of 1.26% compared to the previous year.

Table 1.1 Scale of coffee chain stores in Vietnam

(Source: Compiled by the author from Euromonitor, Vietdata, Q&Me, IPOS report)

Among the many well-known branded coffee chains in Vietnam (Table 1.1), Highlands Coffee, as a high-end coffee brand, with a high chain size and high brand recognition, is interested in discussing on social networks and is recognized by Vietnamese consumers as a popular lifestyle product and consumer space Favorite. Highlands Coffee is one of the famous coffee shop brands with a history of about 25 years in Vietnam, with about 700 chain stores (www.highlandscoffee.com.vn). Highlands Coffee is a famous coffee shop brand in Vietnam, the brand image has been widely known at home and abroad, trusted by consumers because of the quality of products and services that meet the needs of most consumers, followed by Trung Nguyen Coffee, The Coffee House, then Starbucks, Phuc Long (Q&Me, 2022), in addition to other brands such as Cafe Amazon, PhinDeli and some new brands such as Rang Rang Coffee, Katinat, K Coffee, Uncle Long Salt Coffee, Unlike other coffee brands, Highlands Coffee chooses its own direction because it targets middle- and high-income customers, while Highlands Coffee's business goal is to lead the high-end retail industry in Vietnam Therefore, Highlands Coffee not only operates in the coffee field but also expands its business activities to supporting products and services to meet the increasing needs of customers Highlands Coffee deploys the 3G coffee shop model from the self-service café model then Highlands Coffee achieves cost savings in the service staff, employees do not spend a lot of time running the table, do not have to wait for customer management, and increase the initiative with customers, improve business efficiency and profits for businesses

According to CNBC (2020), 15.3% of the market share of Vietnamese coffee shops belongs to 5 major coffee chain chains including Highlands Coffee, The CoffeeHouse, Phuc Long, Trung Nguyen Legend and Starbucks According to a report published by Euromonitor at the end of 2022, the market size of Vietnam's coffee chain is approximately 1 billion USD per year As of March 2023, the number of coffee shops of the 14 most famous coffee chain brands in Vietnam increased by 133 stores compared to 2022, reaching 1,657 stores nationwide (Q&Me's 2023 RetailTrend Report) With the increase in competition among Vietnamese coffee companies,especially coffee chains, maintaining customer loyalty has become a difficult task for businesses

Located in the Highlands Coffee chain in Vietnam, the Highlands Coffee chain in Dong Nai province also faces fierce competition in the market from famous brands such as Milanno Coffee, The Coffee House, Trung Nguyen Legend, Phuc Long, Ong Bau coffee, and the market entry of new brands such as Katinat Saigon Kafe, Uncle Long's salt coffee, and recently the landing of the Starbucks brand opening a store in Bien Hoa The rapid development of coffee shop chains in Dong Nai leads to fierce competition between brands in the market, so increasing satisfaction is to meet the needs of customers in the best way Customer satisfaction is an affirmation of Highlands Coffee's success These are the realities and challenges that the Highlands Coffee brand is facing Therefore, Highland Coffee needs to have the right strategic orientation to grow and develop in the current period, and one of the indispensable factors is to always take customer satisfaction as the top goal.

Stemming from that practical need, as an employee working at Viet ThaiInternational Joint Stock Company (VTI), I boldly chose the topic "Increasing customer satisfaction in coffee shop business: research at Highlands Coffee chain inDong Nai province" as a research topic to help the company understand more clearly about the factors affecting customer satisfaction for the Highlands Coffee chain inDong Nai, thereby proposing management implications to increase satisfaction and meet the increasing needs of customers.

Background of the research

The food and beverage (F&B) market is a fertile ground for investors But in the past few years, new brands and new stores have continuously "sprung up", business ideas are always changing to keep up with the trend, so the F&B market gradually tends to be saturated Therefore, businesses that want to have a foothold in the competition must continue to innovate, constantly improve quality, service and satisfy customers.

Drucker - the father of modern management theory said that "The ultimate goal in business is to find and retain customers" Therefore, customer satisfaction in theF&B service industry, specifically the coffee industry, is a topic of interest to many researchers Several previous empirical studies that have focused on consumer behavior have explored the role of satisfaction in market capture (Nguyen Thai Ha,2024; Nguyen Thi Kim Dung et al., 2023; Hoang Cuu Long, 2023; Nguyen Hai

Quang, 2023; Le Phan Tuan Anh et al., 2022; Nguyen Van Anh and Nguyen Thi Phuong Thao, 2020; Bui Tien Phuong and Nguyen Huu Lam, 2020; Lee et al., 2018; Han and Hyun, 2017; Kim et al., 2015; Jung and Yoon, 2013; Ryu et al., 2012). Previous empirical studies have shown that customer satisfaction is an important factor in the service business as it can be associated with positive business results.

Previous studies have shown that service standards, customer satisfaction, and service environment affect customer loyalty in various services such as research with coffee shops (Nguyen Thai Ha, 2024; Nguyen Thi Kim Dung et al., 2023; Le PhanTuan Anh et al., 2022; Nguyen Van Anh and Nguyen Thi Phuong Thao, 2020; BuiTien Phuong and Nguyen Huu Lam, 2020; Lee et al., 2018); in the food and catering service industry (Hoang Cuu Long, 2023; Nguyen Hai Quang, 2023); in the context of the hospitality industry (Heung et al., 2012; Liu and Jang, 2009); in the context of the service, food and hospitality industry (Lee et al., 2018; Tsuar et al., 2015; Han andHwang, 2015; Kang and Hyun, 2012) to test the atmosphere, attitude of employees,internet service, and coffee quality as a precursor variable that may be related to customer satisfaction Previous studies have focused on local research such as Ho ChiMinh City (Nguyen Thai Ha; 2024; Nguyen Hai Quang, 2023; Le Phan Tuan Anh et al., 2022; Nguyen Van Anh and Nguyen Thi Phuong Thao, 2020; Bui Tien Phuong and Nguyen Huu Lam, 2020); in Hanoi (Nguyen Thi Kim Dung et al., 2023); inVietnam (Hoang Cuu Long, 2023); in the US (Lee et al., 2018; Liu and Jang, 2009).Through the synthesis of previous theoretical bases, the author finds that there are very few research documents that take coffee shop chains as the research object.Surprisingly, research on this topic in the coffee industry, especially with theHighlands Coffee chain in Dong Nai province, has not been studied There are many studies conducted on the influence of factors on customer satisfaction In fact, there are quite a few studies conducted to look at the impact of atmosphere, employee attitudes, Internet service, and coffee quality on customer satisfaction Since there are very few studies on customer satisfaction at coffee shops in Vietnam, scholars should also consider this study useful and informative for measuring variables The results of this study contribute to understanding the behavior of customers in Dong Nai province and are useful for further research directions in related markets.

Objectives of the Research

Problem Statement

With the development of life, people's demand for coffee is constantly increasing, many coffee shops with many different forms and styles have appeared. Coffee chains in some cities such as Ho Chi Minh City Ho Chi Minh City, Hanoi City, Da Nang City, Bien Hoa City, Da Lat City have a large number of potential customers, bringing attractive profits, leading to increasingly fierce competition between brands The food and beverage (F&B) market is a fertile ground for investors. But in the past few years, new brands and new stores have continuously "sprung up", business ideas are always changing to keep up with the trend, so the F&B market gradually tends to be saturated Therefore, businesses that want to have a foothold in the competition must continue to innovate, constantly improve quality, service and increase customer satisfaction For customers, when coming to a coffee shop, which factor is the first thing that customers are interested in Therefore, researching and understanding the behavioral intentions of customers in this field is essential to help managers build sound business strategies At the same time, the author noticed that customers come to coffee shops not only to drink coffee but also to enjoy the space, relax with family, friends or partners In this study, the authors will provide new data that can help brands understand customer behavior At the same time, the author also sets out management implications for increasing satisfaction, service quality and other necessary factors to bring customer satisfaction and benefits to the entire chain of coffee shops and the Highlands Coffee brand in particular.

This study is proposed to be carried out in the context of the increasing requirements of coffee shop chains in terms of service quality However, there has not been a previous study on the Highlands Coffee chain in Dong Nai, mainly the topics previously only looked at other brands and other localities, and almost only focused on issues such as the service attitude of employees Therefore, in this research work, the author would like to review the factors that satisfy customers in the services provided by the Highlands Coffee chain, so as to propose appropriate implications for the board of directors to own the Highlands Coffee brand, namely Highlands Coffee Service JointStock Company and Thai One Member Co., Ltd Kien further improves service quality.

Objectives of the research

The overall objective of the project is to study the impact of atmospheric factors, employee attitudes, Internet service and coffee quality on customer satisfaction for the Highlands Coffee chain in Dong Nai province Thereby, proposing some governance implications to be able to contribute to the Highlands Coffee brand in increasing satisfaction and understanding customer behavior for sustainable development.

From the general objectives above, this study will have three specific objectives as follows:

- Identify factors that affect customer satisfaction with the Highlands Coffee chain in Dong Nai province.

- Measuring the impact of factors on customer satisfaction for the Highlands Coffee chain in Dong Nai province.

- Propose management implications to increase customer satisfaction for theHighlands Coffee chain in Dong Nai province.

Hypothesis Statement

To study customer satisfaction with the Highlands Coffee chain in Dong Nai province, this study looked at four factors that can reflect the operational characteristics of the coffee shop: (1) the atmosphere, (2) the attitude of the staff, (3) the Internet service, and (4) the quality of the coffee.

The first element that the model mentions is "Atmosphere" Comfort refers to the state of physical comfort in the atmosphere, giving customers a sense of familiarity and comfort, thereby creating satisfaction in the service industry (Han et al., 2009; Han and Ryu, 2009; Ryu et al., 2012; Tsaur et al., 2015) Similarly, several studies have looked at the impact of "atmosphere" on the tourism service sector and found that environmental comfort is likely to generate satisfaction (Ha and Jang, 2010; Heung and Gu, 2012; Han and Hwang, 2015; Han and Hyun, 2017) Han and Jeong (2013) surveyed customers at a high-end restaurant in the U.S and found that the atmosphere had a positive impact on customer satisfaction From there, the author proposes the following hypotheses:

Hypothesis (H0a): The atmosphere has no positive impact on customer satisfaction with the Highlands Coffee chain.

Hypothesis (H1a): The atmosphere has a positive impact on customer satisfaction with the Highlands Coffee chain.

"Employee attitude" was the second factor mentioned in the study In the service and tourism industry, employees almost always have the need to communicate and interact with customers during the service process, so their attitude is reflected in the quality of service (Han et al., 2012; Kang et al., 2012) Scholars have shown that friendly or well-intentioned feedback from staff (willingness to help) is an important element of restaurant service (Gazzoli et al., 2010; Kang and Hyun, 2012; Ryu et al., 2012; Tsaur et al., 2015) Furthermore, according to Kim and Ok (2010), a positive attitude of employees builds relationships with customers and is associated with satisfaction Similarly, Hwang and Ok (2013) suggest that in both casual and high-end restaurants, outcomes such as customer satisfaction and positive behavior intention are determined by similar interactions between customers and employees From there, the author proposes the following hypotheses:

Hypothesis (H0b): Employee attitudes do not have a positive impact on customer satisfaction with the Highlands Coffee chain

Hypothesis (H1b): Employee attitudes have a positive impact on customer satisfaction with the Highlands Coffee chain

The third factor chosen for this study is "Internet Service" (understood as the availability or speed of wireless Internet service) Several studies have found that free Internet service has become an important factor in improving service quality (Brochado et al., 2016; Bulut et al., 2015; Hampton and Gupta, 2008) In particular, the provision of free wireless Internet services creates a competitive advantage for restaurants and the culinary industry in general (Darini and Khozaei, 2016; Spacey et al., 2015; Yusop et al., 2011) Cobanoglu et al (2012) demonstrated that the provision of wireless Internet service helps customers to give positive feedback when using the service at the restaurant Kim et al (2004) reported that they surveyed Korean customers who use hotel and restaurant services and found that Internet service has a positive impact on customer satisfaction From there, the author proposes the following hypotheses:

Hypothesis (H0c): Internet services do not have a positive impact on customer satisfaction with the Highlands Coffee chain

Hypothesis (H1c): Internet services have a positive impact on customer satisfaction with the Highlands Coffee chain

"Coffee quality" is one of the 4 factors in the research model that affect customer satisfaction Previous empirical studies have proven that food quality is the most important factor in the food service business (Ha and Jang, 2010; Han and Hyun, 2017) Current literature suggests that there is a significant positive relationship between food satisfaction and quality in restaurants (Ha and Jang, 2010), full-service restaurants (Tsaur et al., 2015), and hotel restaurants (Han and Hyun, 2017) From there, the author makes the following hypothesis:

Hypothesis (H0d): Coffee quality does not have a positive impact on customer satisfaction with the Highlands Coffee chain

Hypothesis (H1d): Coffee quality has a positive impact on customer satisfaction with the Highlands Coffee chain

To achieve the above research objectives, this study will answer the following questions

- What factors of the coffee shop business factor affect customer satisfaction?

- What is the impact of factors on customer satisfaction for the Highlands Coffee chain in Dong Nai province?

- What management implications do you propose for managers to increase customer satisfaction with the Highlands Coffee chain in Dong Nai province?

The first limitation is that the study was only conducted with the subjects of the Highlands coffee chain in Dong Nai province Therefore, the results of the study are only local and it is very likely that the results will be different for chain stores in other provinces and regions in the country

The second limitation is that the research only focuses on 04 factors including atmosphere, attitude of employees, Internet service and coffee quality, so it is necessary to include other factors and other aspects in the research model

The third limitation is that the study only evaluates scales using the multiple linear regression analysis (OLS) method to analyze the influence of factors on customer satisfaction for the Highlands Coffee coffee chain in Dong Nai province.

Literature Review

Chapter Introduction

In this chapter, the author will present and introduce the concepts of atmospheric variables, employee attitudes, Internet services, coffee quality, and customer satisfaction In addition, the author has also summarized previous empirical studies from previous researchers on satisfaction in fields similar to restaurants and hotels.Through the theoretical bases given, the author can present the proposed research model and research hypotheses.

Related concepts

3.2.2.1 The concept of customer satisfaction

Through the stages of development of the world economy, customer satisfaction has become a central concept in marketing activities (Heitmann et al., 2007) Customer satisfaction or dissatisfaction is one of the core concepts of marketing (Patterson et al., 2007) Increasing customer satisfaction has become a strategic goal to be achieved in order to create a competitive advantage in businesses (Mittal and Kamakura, 2001) Customer satisfaction is seen as a "test gauge" of a business's health, future prospects, and provides benefits such as creating customer loyalty, avoiding negative customer feedback, reducing marketing costs, and building a business's reputation (Fornell, 1992)

Although satisfaction is a common research concept in marketing, satisfaction is also not a unified concept among researchers, but rather a multi-dimensional concept, including customer reviews of the product, satisfaction with the sales process, and after-purchase service; satisfied with the service quality and experience of the service provider (Than Trong Thuy, 2019) As a result, there are also many definitions of customer satisfaction, as well as much debate surrounding these definitions In particular, many researchers believe that customer satisfaction is a measure of the perceived value that customers actually receive compared to the customer's expectations of that service.

Kotler (2013) argues that "Customer satisfaction is the level of a person's state of feeling derived from comparing the results obtained from the consumption of products/services with their own expectations" The level of satisfaction depends on the actual results received compared to expectations, if the actual results received exceed expectations, the customer will feel satisfied with the service received, if the actual results received do not meet expectations, the customer will not feel satisfied with the service received Customer expectations are formed from the actual experiences of customers themselves or from friends and colleagues, or from the advertising information of sellers and competitors, so in order to satisfy customer requirements, lead-free businesses need to focus on communication activities but also need to grasp the needs customers to improve service quality Meanwhile, Kotler (2000) argues that customer satisfaction is "a person's sense of enjoyment or frustration due to comparing the features that perceive the product against their expectations" Meanwhile, Le Chi Cong (2016) believes that customer satisfaction can be measured by emotional reactions after cognitive reactions to service experience

Hansemark and Albinsson (2004) argue that "Customer satisfaction is an overall attitude of the customer towards a service provider, or an emotion that reacts to the difference between what the customer anticipates and what they receive, towards the satisfaction of certain needs, goals or desires".

Oliver (1999) and Zineldin (2000) argue that "Customer satisfaction is the emotional response/overall feeling of the customer towards the service provider on the basis of comparing the difference between what they received and what they received compared to previous expectations" Meanwhile, according to Oliva et al (1995), customer satisfaction is a business mission expressed through comparing the actual value of products and services with customers' expectations for them Brown et al. (1993) concluded that customer satisfaction is all that customers need, whether their expectations for a product or service are met or exceeded, waiting will lead to repeat purchases, thereby building customer loyalty

Thus, it can be understood that customer satisfaction is a process as follows:

- First of all, customers rely on their experience and knowledge to form in their minds the expectations of what constitutes the quality of services or products that the supplier can bring to them before deciding to buy.

- Then the decision to purchase and use the service or product contributes to the customer's belief in the true performance of the service or product they are using.

- Ultimately, customer satisfaction is the result of a comparison between the actual value the customer receives versus the initial expectation before purchasing and using the service or product And there will be 3 cases as follows:

- The customer will be satisfied if the actual value received exactly coincides with the initial expectation

- Customers will be disappointed if the actual value received is not commensurate with the initial expectation

- The customer will be very satisfied if the actual value received exceeds the initial expectations.

- Based on behavioral psychology, customer satisfaction can be classified into 3 forms, and they will affect the behavior of using services or products, specifically:

+ Positive satisfaction: Positive customer satisfaction will be reflected in the increasing demand for products or businesses provided by the company and a very high trust in the products or services provided by the company These customers are often the most loyal customers of a business, their comments on the quality of products or services are often noticed by businesses and seek to meet with the aim of improving product quality and making loyal customers more attached to the company. + Stable satisfaction: feel satisfied with what they are receiving from the business and do not contribute to quality improvement for the business even though they still believe in the quality of the products or services provided by the business Therefore, this customer is willing to continue to use the products or services provided by the business.

+ Passive satisfaction: these customers often have little trust in the business. They are satisfied not because the business meets their needs, but because they feel the business cannot be improved and they have no better option As a result, these customers tend to be indifferent to the company's efforts to improve and will move on to another company's products or services if they are better.

In addition, based on the decrease in the sense of pleasure or frustration, customer satisfaction is also expressed as follows

+ Customers are satisfied when using products or services that perform better;

+ Customers are disappointed when the product or service is less effective than expected.

- Based on the steps in the stage of the purchase process, satisfaction can be divided into the following categories:

+ Satisfaction after purchasing a product or service.

- Based on the consumption business system, satisfaction can be divided into:

+ Satisfaction with the business (product and service policies, etc.)

+ Employee satisfaction (service attitude, sales knowledge, etc.)

+ Satisfaction with products and services (quality, features, etc.)

+ Satisfaction with environmental friendliness (no pollution, etc v )

In today's increasingly competitive environment, customer satisfaction is almost a goal that businesses strive to achieve in order to retain existing customers as well as develop new customer networks Because customers who are satisfied with the products or services of the business will introduce their relatives and friends to their good experiences when using the products or services of the business, on the contrary, when customers are not satisfied, they will tell about bad experiences when using the products or services of the business.

This is why customer satisfaction becomes a determining factor in the company's competitive advantage over competitors in the same industry Customer satisfaction brings many benefits, specifically as follows:

- Build customer loyalty: customers with a high level of satisfaction will trust the company's products or services, be loyal and love the company.

- Continue to buy more products: habitually, when deciding to buy a product, customers will think of the product of the business that satisfies them first.

- Referral to others: customers with high satisfaction will recommend the products or services provided by the company to relatives, friends, and colleagues. Thus, businesses will have the opportunity to develop a new number of customers.

- Maintain choice: for customers with high loyalty, they will have a psychology of less change in choice.

- Reduced costs: businesses often spend less to serve loyal customers than new customers.

- Higher price: customers have high satisfaction, easily accept high costs to use the business's products or services.

3.2.2.4 Satisfaction in the service industry

In the hospitality industry, especially in the tourism and hospitality industry, satisfaction is seen as one of the key factors influencing the future behavior of customers Hunt (1977) defined satisfaction as "an assessment that shows that the consumer experience is at least as good as it is supposed to be" According to Engel and Blackwell (1982), satisfaction is defined as "the evaluation of whether the chosen option is consistent with previous beliefs about the option" These concepts assert that customer satisfaction is an overall evaluation process of perceived differences between prior expectations and actual consumption.

Westbrook and Oliver (1991) defined satisfaction as "the comparison between the level of product/service performance, quality, or other results perceived by consumers against a standard of evaluation" The most widely accepted theory for explaining customer satisfaction is the expectation-confirmation theory (Lewin, 1938). This theory assumes that consumers have expectations about the product/service before consuming As soon as consumers consume a product or service, customers will compare their feelings when consuming the product/service with their expectations. Perception that exceeds customer expectations will make customers happy, leading to a positive attitude towards the product/service and influencing positive behavior intentions in the future If the customer's perception does not meet the customer's expectations, they will feel the negative affirmation and lead to dissatisfaction.

However, another suggestion suggests that satisfaction assessments include emotional and cognitive variables because emotions are an important source of human motivation and are related to satisfaction assessments (Nguyen Thai Ha, 2024;Westbrook, 1987; Westbrook and Oliver, 1991) Westbrook (1987) argues that a combination of emotional aspects contributes to the assessment of satisfaction beyond the expectation-confirmation model Therefore, understanding the emotional and cognitive aspects of satisfaction can help restaurants design and deliver tailored services that meet customer needs (Nguyen Hai Quang, 2023; Namkung and Jang,

2008) So, in this study, customer satisfaction refers to the perception of the quality of service and the emotional aspects that arise from the experience during consumption.

Kotler (1973) was one of the first to advocate the use of atmosphere as a marketing tool, defining the term as follows: "Intelligently designing a space to create specific emotional effects for buyers will be able to enhance their probability of making a purchase." Atmosphere is perceived through the senses, therefore, sensory stimulation in the atmosphere can be divided according to the five senses of human beings: sight, hearing, smell, touch, and taste.

Customer satisfaction research models

The Customer Satisfaction Index (CSI) is used to measure the level of customer satisfaction with a company's products or services Developing and applying CSI indicators helps businesses build a data system on customer satisfaction, customer feedback on improvement as a premise for businesses to build business plans, plans to improve product or service quality, etc appropriate marketing plan to improve competitiveness in the context that Vietnam has been deeply integrated into the global economy.

The customer satisfaction index consists of many factors, each of which includes many factors that are specific to each product or service Customer satisfaction is defined as a comprehensive customer evaluation of the use of a product, service, or customer review of a company's after-sales operations Surrounding variables

"satisfaction" is a system of causal relationships created by independent variables such as customer expectations, business and product image, perceived quality and value, and perception of the product or service that are related to the resulting variables of satisfaction such as loyalty or customer complaints.

In the American Satisfaction Index (ACSI) model, perceived value is influenced by expectations and perceived quality In which, expectations directly affect the quality of perception, and in fact, the higher the expectations, the higher the requirements for the quality of customer perception and vice versa Therefore, the quality of products and services must be satisfactory, meeting the needs of customers based on their expectations.

Customer satisfaction according to this model is created from the basis of perceived quality, perceived value and expectation When perceived quality and perceived value exceed expectations, it will satisfy customers and lead to becoming loyal customers of the business, and vice versa, it will lead to customers complaining about the quality of the products or services they use.

Figure 3.1 The U.S Customer Satisfaction Index

(Source: American Customer Satisfaction Index - ACSI)

Figure 3.2 EU Countries Customer Satisfaction Index Model (1989)

(Source: ECSI - European Customer Satisfaction Index)

According to the European Customer Satisfaction Index (ECSI) model, the image of products and brands affects customer expectations Thus, according to this model, customer satisfaction is the sum of image factors, expectations, perceived quality and perceived value.

Obviously, the advantage of this model lies in providing an immediate consumer experience, facilitating the immediate study of the causal relationship between the factors that make up customer satisfaction and loyalty Therefore, the main goal of theECSI model approach is to explain customer loyalty to a product or service through satisfaction that is directly or indirectly influenced by visual factors, expectations,perceived quality, and perceived value.

Previous Studies

Nguyen Thai Ha (2024) conducted a study to evaluate the perceived value of customer satisfaction and brand loyalty at domestic coffee chains in Ho Chi Minh City through qualitative research and formal research stages Data from the official study were 1,000 valid interview questionnaires, processed using Smart PLS 3.0 software.The results of the study show that the accepted hypotheses show that perceived value has a direct impact on customer satisfaction and a direct impact on brand loyalty,besides, perceived value also has an indirect impact on brand loyalty through the mediation of customer satisfaction From there, a number of recommendations are made to increase brand satisfaction and loyalty to domestic coffee chains.

Nguyen Thi Kim Dung et al (2023) conducted a study to determine the impact of service quality and customer satisfaction at Nha Nam book coffee shop and Dong Tay book coffee shop in Hanoi through a direct in-store and online survey on Google Form with 194 customers The results of the study show that service quality factors and individual customer satisfaction in the book coffee service industry are related, specifically service quality factors have a positive impact on customer satisfaction In order to create trust for customers to always accompany the services provided by the store, the author team has made a number of suggestions to help book coffee shops improve their service quality, bringing satisfaction to customers.

Hoang Cuu Long (2023) conducted a study to evaluate the impact of service quality on customer satisfaction of businesses and organizations in the food industry through a survey sample of 187 respondents who are working at companies that are customers and partners in the food sector for a period of 2 months Through quantitative analysis methods, research shows that there are 4 factors including (1) reliability, (2) guarantee, (3) tangibility and (4) price have a positive effect on customer satisfaction The results of this study have many similarities with the results of previous studies In addition, there are 2 factors that are not enough basis to conclude that there is an impact on customer satisfaction, which is understanding and satisfaction.

Nguyen Hai Quang (2023) conducted a study to determine the impact of mixed marketing on customer satisfaction and loyalty in food service through a survey of 316 customers in Ho Chi Minh City Data analyzed using quantitative techniques to test hypotheses using a linear structure model (SEM) showed that mixed marketing played a positive role in customer satisfaction and loyalty to food service In addition, customer satisfaction also plays an intermediary role in the impact of the marketing mix on customer loyalty These findings suggest that there is a need to focus on developing mixed marketing strategies for restaurants to increase customer satisfaction and loyalty.

Le Phan Tuan Anh et al (2022) conducted a study to examine the impact of the basic elements of Marketing Mix (7Ps) on customer satisfaction at 88 The CoffeeHouse stores operating in Ho Chi Minh City through a survey of 240 people who had visited The Coffee House with the support of SPSS software The results of the study show that products, prices, locations and promotions, processes, people, and actual experiences are the main factors for developing an advertising strategy from the customer's point of view Furthermore, customer satisfaction serves as an intermediary between several aspects of experiential marketing and other behavioral intent

Nguyen Van Anh and Nguyen Thi Phuong Thao (2020) conducted a study to evaluate the role of service space on service quality and customer behavioral intentions in the context of the coffee shop chain business service industry in the Vietnamese market The authors used the SEM linear structure model to test the model and research hypotheses through survey data of 326 customers who used the service at coffee shops The results show that the concept of service space is a separate concept, which plays an important role in the service quality and behavioral intention of customers, and the service quality of employees also plays an important role in improving the overall service quality The results of this study have affirmed the need to manage the service space and service quality of employees at coffee shops in order to contribute to improving service quality and forming the intention of customers to return to using services Based on these results, the study has given some management implications for managers in the coffee shop chain business in particular and the service industry in general An important contribution of this research is the affirmation of the independent role of the service space in the business of coffee shop chain services in the Vietnamese market.

Bui Tien Phuong and Nguyen Huu Lam (2020) conducted a study on the impact of product quality, service quality, and price on customer satisfaction and loyalty at Rio Coffee through a survey of 145 beverage service customers at 2 coffee shops in

Ho Chi Minh City The results show that (1) product quality, (2) service quality, and(3) price have a positive impact on customer satisfaction and loyalty The study also pointed out a number of weaknesses in the quality of services provided that have a negative impact on customer satisfaction such as: the facilities outside the store have not really attracted customers; the speed of internet connections, power outlets and seats has not met the demand at peak hours; the responsiveness and service capacity of the restaurant at peak hours The study also proposes some management implications that help managers in planning appropriate strategies to improve customer satisfaction and maintain customer loyalty at coffee shops.

Lee et al (2018) focused on customer satisfaction and loyalty to study the relationship between atmospheric factors, employee attitudes, Internet service, and coffee quality in the Starbucks coffee chain environment in the US With 277 observations collected from Amazon Mechanical Turk The results show that (1) atmosphere and satisfaction have the strongest impact, this study also verifies that (2) employee attitudes also influence customer satisfaction, (3) Internet service plays an increasing role in satisfaction And finally, (4) coffee quality has the weakest effect on customer satisfaction

Heung et al (2012) focused on an experimental investigation of the influence of atmosphere on dining satisfaction and behavioral intention of restaurant loyal customers This is the first extensive review document that identifies five aspects of a restaurant atmosphere: the aesthetics of the establishment, the surroundings, the layout of the space, the staff element, and the view from the window With 118 observations collected from 10 restaurants offering mid-to-high-end service in Hong Kong The results showed that the restaurant atmosphere had a significant effect on the dining satisfaction of loyal customers and their behavioral intentions, especially the intention to return and positive word-of-mouth as well as the willingness to pay more.

Liu and Jang (2009) studied what attributes of Chinese restaurants influence the satisfaction and behavioral intent of American customers The results show that (1) service quality and (2) cleanliness are two important factors that Chinese restaurateurs can focus on improving In addition, (3) the taste of the food and (4) the attitude of the staff while providing the service seem to be the main factors that make up the success of Chinese restaurants.

Conclusion

In chapter 3, the author introduced several theories related to customer satisfaction as well as the factors in the café business (atmosphere, attitude of employees, Internet service, and coffee quality) that affect customer satisfaction And as mentioned in the above section, besides giving theories about guest satisfaction, the author also introduces some domestic and foreign studies that are similar to the previous ones to highlight the importance of the food service sector in general and in the coffee industry in particular.

Since then, the price has built the criteria that a customer wants to receive from food service companies And propose a research model in accordance with the ongoing practice at the coffee shop chain.

Collection of Primary Research

Methodology

Qualitative and quantitative research methods are applied to carry out this research topic.

Qualitative research: The author has reviewed the theoretical basis and referred to previous studies, proposed a research model, and developed a questionnaire After that, the author conducted a group discussion with 6 experts and adjusted the questionnaire accordingly based on the group discussion outline The respondents are store managers at Highlands Coffee Vincom Bien Hoa, Highlands Coffee Hung Dao Vuong, Highlands Coffee 08 Nguyen Ai Quoc, 2 people each, who have a lot of experience and deep expertise in the field that the author researches.

Quantitative Study: A quantitative study used to measure the impact of coffee shop operating factors (atmosphere, employee attitude, internet service, and coffee quality) on customer satisfaction at the Highlands Coffee chain, Dong Nai Province.The quantitative study was carried out by stratified sampling method based on survey data from about 252 questionnaires at Highlands Coffee branches, Dong Nai province.Based on the collected data, the authors used SPSS software to conduct statistical analysis, including: descriptive statistics, reliability assessment of scales throughCronbach's Alpha test, EFA discovery factor analysis, correlation analysis, regression analysis, and hypothesis test.

Research Design

As mentioned above, this study aims to investigate consumer behavior towards services, specifically in this study the coffee industry This led to the choice of applied research as it excels in solving challenges in the world, For example, understanding consumers' preferences in order to outline specific plans, directions and strategies to develop their products and services, carry out business activities and meet the increasing needs of customers, and at the same time help businesses better understand the factors affecting customer satisfaction with services Highlands Coffee store chain provides to improve business and marketing activities in the most effective way.

4.2.2 Design of the Research Instrument

In this research paper, the types of scales used by the author include:

Nominal scale: Showing the difference in the choice of quality perception factors, different customer characteristics (gender, age, education level, income, occupation, level of use of products at the chain of stores, number of times using Highlands coffee products, etc continue to use the product, what you care about when using the product, the last time you used the product).

Likert Scale (5 points): To measure the level of customer perception and attitude towards factors in the café business (atmosphere, attitude of employees, internet service, coffee quality) and satisfaction are encoded by equal intervals and evenly divided from "1: Completely disagree" to "5: Completely agree".

Based on the scale of factors in the coffee shop business (atmosphere, attitude of employees, Internet service and coffee quality) and satisfaction, the author conducted a survey design consisting of the following 3 parts:

- Part 1: Introduction of the purpose and reason of the survey, brief introduction of the Highlands Coffee coffee brand.

- Part 2: Personal information of the survey subjects including: gender, age, education level, income, occupation, level of use of products at chain stores, number of times of use of Highlands coffee products, continued use of products, what is interested when using products, etc the last time the product was used.

The sample size depends on the method of estimation and processing in the study According to Hoang Trong and Chu Nguyen Mong Ngoc (2008), when analyzing EFA, the minimum sample size is 50, preferably 100 and the observation/measurement variable ratio is 5:1, which means that an observation variable needs at least 5 observations, preferably 10:1 or more; and multiple regression analysis, an empirical formula commonly used to calculate the sample size for multiple regression is: n > 50 + 8p where n is the minimum sample size required and p is the total number of independent variables in the model For a scale of 17 observation variables and 04 independent variables, the minimum number of survey votes required is N >= max (5x17; 50 + 6x4) = 85 survey votes However, due to time constraints, the author only issued an estimated number of survey papers of 252

With 252 sample authors, the survey is expected to be conducted within 30 days, starting from April 16, 2021 to May 16, 2024 A survey is conducted in the range of 5 to 10 minutes, surveying 1 store per day, each store surveying 12 customers The author applies the method of choosing a stratified pattern by store and a convenient method According to Highlands Coffee's statistics, there are 21 stores in Dong Nai province, of which Bien Hoa city has the largest number of stores with 15 stores, Long Thanh, Trang Bom, Long Khanh districts each with 2 stores Therefore, the author decided to survey about 252 customers divided equally among these areas, equivalent to 12 customers per store How to select a stratified pattern that is specifically divided by table as shown in table 4.1:

Table 4.1 Survey Sample Breakdown Table

Store Name Amount emitted per store

Highlands Coffee Phan Dinh Phung 12

Highlands Coffee Tran Quoc Toan 12

Highlands Coffee 707 Pham Van Thuan 12

Highlands Coffee Lotte Mart Dong Nai 12

Highlands Coffee 210 No 5 Bien Hoa 12

Highlands Coffee Vincom Bien Hoa 12

Highlands Coffee Big C Dong Nai 12

Highlands Coffee Big C Tan Hiep 12

Highlands Coffee Dong Nai Hotel 12

Highlands Coffee Hung Dao Vuong 12

Highlands Coffee K24 Vo Thi Sau 12

Highlands Coffee 08 Nguyen Ai Quoc 12

Highlands Coffee 799 Nguyen Ai Quoc 12

Highlands Coffee 10 Ba Thang Feb 12

Highlands Coffee Nguyen Thi Minh Khai 12

Research Execution

After identifying the problems and research objectives, the author reviewed the literature from previous studies to determine the appropriate model and scale to be included in the study Subsequently, the author conducted research through 2 main stages as follows:

- The first stage: qualitative research to adjust the scale through discussion with experts The purpose of qualitative research is to consider whether the scales used in the study are suitable for the environment, and at the same time evaluate the use of terminology in the questionnaire, clarifying the meaning of each question before formal research.

The author conducted a group discussion with 6 experts (Table 4.2) who are full- time store managers at Highlands Coffee in March 2024 (Group discussion outline, appendix 1)

TT Expert Duty Time interview

CG1 HAT Head of Highlands Coffee

CG2 DBA Highlands Coffee Vincom Bien

CG3 NTPV Store manager of Highlands

Coffee Hung Dao Vuong 24 minutes

CG4 DBH Highlands Coffee Hung Dao

CG5 DHA Store Manager of Highlands

Coffee 08 Nguyen Ai Quoc 20 minutes

CG6 BHA Highlands Coffee 08 Nguyen

On the basis of the research objectives presented, the expert discussion outline is designed to consider the appropriateness of the statements (appendix 1a), the proposed research model includes 4 independent factors: (1) Atmosphere, (2) Employee attitude,(3) Internet services, (4) Coffee quality is measured by 14 observation variables and customer satisfaction dependent variables are measured by 3 observation variables through a 5-level Likert scale The author tries, arranges and arranges a convenient time and place for discussion as follows:

- Time for group discussion: from 09:00 - 10:00 on 02/03/2024.

- Location: Highlands Coffee Vincom Bien Hoa, Highlands Coffee Hung Dao Vuong, Highlands Coffee 08 Nguyen Ai Quoc, Bien Hoa City, Dong Nai Province

Round 1: Discuss the number of elements in the model

All experts agreed on all 4 independent variables: (1) Atmosphere, (2) Employee attitude, (3) Internet service, (4) Coffee quality, and 1 dependent variable is customer satisfaction that is appropriate from the beginning and does not need further adjustment.

Round 2: Discussion of the number of variables observed in the model

After group discussion, from the initial 17 observed variables, the authors received high consensus, and at the same time did not add new variables according to the general opinion, the scale remained the same 17 observed variables In addition, the author also edits (changes, supplements words to clarify the meaning, adjusts the expression in the sentence) the expression of observed variables that are commented on by experts and requested to be edited.

Thus, based on the comments received, the scale and language were adjusted accordingly and the questionnaire was finalized for use in formal research.

From the theoretical basis, theory, research hypothesis presented above and referring to some previous empirical studies, the author proposes a model to measure customer satisfaction for the Highlands Coffee chain in Dong Nai province including 4 independent variables: (1) Atmosphere (KK), (2) Employee attitude (NV), (3) Internet service (IT), (4) Coffee quality (CC) and 1 variable depending on customer satisfaction (HL) as shown in Figure 4.1

The questionnaire used in this study was adopted from previous studies with some contextual modifications to suit the context of the current study Each respondent was given a two-page questionnaire, which was divided into three main sections Part

1 is to explain the purpose of the study Part 2 is demographic information Section 3 asks respondents to specify factors that affect customer satisfaction on a 5-point scale, with 5 being Completely 'Agree' and 1 being 'Totally Disagree'.

- Second stage: Formal research through quantitative methods.

The formal research is conducted by quantitative methods for the purpose of validating the research model through quantifying and measuring the information collected from the questionnaire with specific numbers

The data collection tool used in this study is a survey questionnaire (details Appendix 2) that is streamed live to the survey subjects The collected data will be encrypted, cleaned, entered through Excel software, and analyzed using SPSS/IBM version 26 software.

The author collected data through a questionnaire survey with about 252 customers who had used the service at the Highlands Coffee chain in Dong Nai province by the method of selecting stratified samples and convenient methods After processing the data, through SPSS software, the authors perform the following tests: descriptive statistics, scale reliability testing (Cronbach's Alpha), exploratory factor analysis (EFA), Pearson correlation analysis, regression analysis, and hypothesis testing After conducting the accreditation of the studies, the authors make conclusions as well as propose governance implications.

Coding of observation scales and variables: (1) Atmosphere (KK), (2) Employee Attitude (NV), (3) Internet Service (IT), (4) Coffee Quality (CC) and Customer Satisfaction (HL) are shown in table 4.2:

Table 4.2 Scale and Observation Variable Encoding

TT Scale Encode Scale Source

1 Highlands Coffee has a comfortable space KK1

2 The space here is familiar to me KK2

3 I feel comfortable spending time here KK3

4 Highlands Coffee makes me feel relaxed when using the service here KK4

5 The staff is very friendly NV1

6 The staff is very considerate NV2

7 The staff made me feel comfortable NV3

8 I'm satisfied with the wifi service IT1

9 I think the Internet service here is very good IT2

10 It offers high-quality wifi access speeds IT3

11 The coffee taste of Highlands Coffee is very delicious CC1

12 Highlands Coffee has a very fragrant aroma CC2

13 The taste of coffee here is very suitable for my taste CC3

14 I like the taste and aroma of Highlands Coffee's coffee CC4

15 I am satisfied with the service provided by

16 Highlands Coffee fulfills my wishes HL2

17 I am satisfied with the current services and do not expect a change in the future HL3

(Source: Inherited from studies and discussions with experts)

With the collected data set, after completing the data filtering, checking, encoding, data entry and cleaning, the data will be processed by SPSS 20 software with some analysis methods as follows:

Sample description: This analysis is a frequency statistical analysis to describe the attributes of the survey sample group such as: gender, age, current occupation,marital status, purpose of using coffee products.

Evaluate the reliability of the scale: The Cronbach's Alpha coefficient indicates the degree of correlation between variables in the questionnaire and is used to calculate the variation of each variable and the correlation between the variables. Evaluation criteria include:

- (1) Variables with a total variable correlation coefficient less than 0.3 will be disqualified.

- (2) The scale will be selected when the Cronbach's Alpha coefficient is greater than 0.6.

EFA Discovery Factor Analysis: Variables after being scaled and removing unreliable variables, will be included in the factor analysis to redefine the scale, which will help to more accurately evaluate the scales, eliminate unsatisfactory measurement variables, and make the scale ensure uniformity Factor analysis includes the following steps:

Step 1: Verify the appropriateness of the factor analysis for the initial data using the KMO (Kaiser-Meyer-Olkin) index and the Barlett statistical value Evaluation criteria: (1) KMO index > 0.5; (2) Small observation significance level (sig < 0.05). Step 2: Next, the factor extraction method and the factor rotation method will be conducted to determine the number of factors extracted and determine the variables of each factor Evaluation Criteria:

- Only those elements with an Eigen value greater than 1;

- The total variance is greater than 50% to prove that the above model is suitable;

- Factor loading coefficient: is the single correlation coefficient between variables and factors Condition: loading factor > 0.5 Variables that do not meet the above criteria will be disqualified.

Analysis of Data

The study sample included customers who visited and used coffee at the Highlands Coffee chain in Dong Nai province To collect data, the author distributed survey forms and collected data from 16/04/2024 to 16/05/2024 at the Highlands Coffee chain in Dong Nai province Participants were then offered a complimentary dessert or drink menu to minimize non-response bias A total of 252 responses were collected, of which 13 questionnaires were rejected due to lack of information and incomplete responses, with a response rate of 94.84 percent As a result, a total of 239 survey votes were used to analyze the data.

Table 4.3 Statistics on the gender of the study sample

(Source: Results of processing survey data with SPSS, 2024)

Statistical table 4.3 represents the gender frequency distribution of the study A total of 239 individuals were included in the sample In which, males accounted for a larger proportion with 128 individuals, accounting for about 53.6% of the total The rest of the sample, i.e., 111 individuals, were female, accounting for about 46.4% of the total This shows significant gender disparities in this demographic, with males making up the majority compared to females.

Table 4.4 Statistics on the age of the study sample

(Source: Results of processing survey data with SPSS, 2024)

Statistical table 4.4 presents the frequency distribution of the age groups in the study sample There are a total of 239 individuals in this sample The age group over

45 years old accounted for the lowest proportion in the sample, with 4 individuals, accounting for about 1.7% of the total The age groups between 18 and 35 and 36 to 45 were the two largest groups in the sample, with 124 individuals (51.9%) and 63 individuals (26.4%), respectively The under-18 age group is the least but still significant group, with 48 individuals, accounting for about 20.1% of the total This description shows a diverse distribution of ages in the sample, with the focus falling on the age groups between 30 and 50 years old, while the age groups under 30 and over

50 years old are smaller but still remarkable.

Table 4.5 Statistics on education level of the study sample

(Source: Results of processing survey data with SPSS, 2024)

In table 4.5, we have data on the education level of the study sample The total number of individuals in the sample is 239 The group of postgraduate degrees contributed 57 individuals, accounting for 23.8% of the total This can be considered a fairly stable rate, but not the most crowded group The university-level group is the largest group, with 112 individuals, accounting for 46.9% of the total This suggests that most of the individuals in the sample have a college degree Finally, the intermediate, college, and other groups accounted for 9.2% of the total with 22 individuals and 20.1% of 48 individuals, respectively This is a small group, but still provides a diverse view of the education level in the sample The above description shows a clear distribution and diversity in the educational level of the study sample, with particular prominence for the university level.

Table 4.6 Statistics on the income of the study sample

(Source: Results of processing survey data with SPSS, 2024)

In Statistical Table 4.6, we have data on the income of the study sample The total number of individuals in the sample is 239 The income group of 10-20 millionVND contributed 72 individuals, accounting for 30.1% of the total This can be considered a fairly stable rate, but not the most crowded group The group with an income of 20-30 million VND is the largest group, with 88 individuals, accounting for36.8% of the total This suggests that most of the individuals in the sample have fairly high incomes The income group of less than 10 million VND contributed 55 individuals, accounting for 23% Finally, the group with an income of over 30 million VND only accounted for 10.0% of the total with 24 individuals This is a small group, but it still provides a diverse view of the income levels in the sample The above description shows a clear distribution and diversity in the income level of the study sample, with the prominence for the income group from 20-30 million VND.

Table 4.7 Occupational statistics of the study sample

(Source: Results of processing survey data with SPSS, 2024)

In table 4.7, we have data on the occupations of the study sample The total number of individuals in the sample is 239 The group of cadres, public employees and other groups contributed 41 individuals (accounting for 17.2%) and 47 individuals (accounting for 19.7%) of the total, respectively This can be considered a fairly stable rate, but not the most crowded group The professional group of cadres and public employees is the largest group, with 100 individuals, accounting for 41.8% of the total. This shows that most of the individuals in the sample have occupations as cadres and public employees Finally, the business, trade and housekeeping and retirement groups accounted for 11.3% of the total with 27 individuals and 10.0% with 24 individuals, respectively This is a small group, but still provides a diverse view of careers in the sample The above description shows the clear distribution and diversity in occupations of the research sample, with special prominence for the professional group of cadres and public employees.

Table 4.8 Statistics on the usage of research samples

(Source: Results of processing survey data with SPSS, 2024)

In table 4.8, we have data on the level of product use of the study sample The total number of individuals in the sample is 239 The group regularly uses 99 individual contributions, accounting for 41.4% of the total This can be considered a fairly stable rate, but not the most crowded group The very frequently used group was the largest, with 125 individuals, accounting for 52.3% of the total This suggests that most of the individuals in the sample have used Highlands coffee's products very frequently In the end, the occasional use group accounted for only 6.3% of the total with 15 individuals

Number of times the product is used

Table 4.9 Statistics on the number of uses of the study sample

(Source: Results of processing survey data with SPSS, 2024)

In Statistical Table 4.9, we have data on the number of times Highlands coffee products are used at chain stores of the study sample The total number of individuals in the sample is 239 The group with more than 5 uses contributed 103 individuals,accounting for 43.1% of the total This can be considered a fairly stable rate, but not the most crowded group The group with 3-5 times was the largest, with 122 individuals, accounting for 51.0% of the total This suggests that most of the individuals in the sample have 3-5 uses Finally, the group with less than 3 uses accounted for only 5.9% of the total with 14 individuals This is a small group, but still provides a diverse view of the number of uses in the sample

What to pay attention to when using the product

Table 4.10 Statistics on what to pay attention to when using the product of the research sample

Food and drinks are eye-catching 15 6.3

(Source: Results of processing survey data with SPSS, 2024)

In table 4.11, we have data on what is of interest when using the product of the study sample The total number of individuals in the sample is 239 The promotion interest group contributed 49 individuals, accounting for 20.5% of the total This can be considered a fairly stable rate, but not the most crowded group The product brand interest group is the largest group, with 88 individuals, accounting for 36.8% of the total This shows that most of the individuals in the sample are interested in the product brand and promotions Groups concerned about service quality accounted for 13.4; food and drinks were presented eye-catching, accounting for 6.3%; product quality group accounts for 5.9%; sales policy group and product information group accounted for 4.6%; the group representing lifestyle/lifestyle books accounted for 4.2%; and finally, the group concerned about the selling price accounted for only 0.8%.

Last time you used the product

Table 4.11 Statistics on the most recent use of the product of the research sample

(Source: Results of processing survey data with SPSS, 2024)

In table 4.10, we have data on the most recent distribution using the product of the study sample The total number of individuals in the sample is 239 The most recent group of users for about 2 weeks contributed 94 individuals, accounting for 39.3% of the total This can be considered a fairly stable rate, but not the most crowded group The group with less than 1 week of use was the largest group, with

104 individuals, accounting for 43.5% of the total Finally, the most recent group used about 3 weeks and over 3 weeks were 14.6% and 2.5%, respectively.

Table 4.12 Statistics of quantitative observation variables in the study sample

Ampersand Mean Std Deviation Skewness Curtosis

(Source: Results of processing survey data with SPSS, 2024)

Table 4.12 shows that the mean of the observed variables is greater than the expected threshold of the Likert scale by 5 points This shows that the majority of survey participants agree with the comments in the research questionnaire The observed variable group NV and HL had a higher mean score than the other variable groups The standard deviation is not too high, indicating that the data does not fluctuate much and there is uniformity in the evaluations The skewness value is between -2 and 2, and the Kurtosis is between -10 and 10, so according to Collier(2020) the data of the study sample is close to the standard distribution.

Intermediate Analysis and Conclusion

Hypothesis Testing

Table 5.1 Cronbach's Alpha coefficient of the KK scale

Sum variables Cronbach's alpha if variable type

(Source: Results of processing survey data with SPSS, 2024)

Sum variable correlation is often used to evaluate how correlated is between variables in a dataset The values of the sum variable correlation in this case are all quite high, with an average value of approximately 0.67, indicating a significant degree of correlation between the variables Cronbach's Alpha measures the reliability of the sum scale, it measures the degree of similarity between variables When the variable is removed, the Cronbach's Alpha value changes In this case, if the variable KK1 is removed, the Cronbach's Alpha value will be 808; KK2 is 0.770; KK3 is 0.788; KK4 is 0.809 These values are all quite high, crossing the acceptable threshold (0.6), indicating that this set of four variables has a high level of reliability when used together The overall reliability of both the KK scale is 0.837 ≥ 0.6, so according to Hoang Trong and Chu Nguyen Mong Ngoc (2008) , the CLK scale has good reliability.

Table 5.2 Cronbach's Alpha coefficient of the NV scale

Cronbach's alpha if variable type

(Source: Results of processing survey data with SPSS, 2024)

Sum variable correlation is often used to evaluate how correlated is between variables in a dataset In this case, the values of the total variable correlation are all quite high, with the mean ranging from 0.620 to 0.679, indicating a significant degree of correlation between the variables Cronbach's Alpha measures the reliability of the sum scale, it measures the degree of similarity between variables When you remove the variables one by one, the value of Cronbach's Alpha will change In this case, if the variables NV1 through NV3 are removed, the Cronbach's Alpha values are 0.686, 0.739, and 0.747, respectively All of these values crossed the acceptable threshold (0.6), indicating that this trio of variables has a high level of reliability when used together The overall reliability of the whole scale is 0.797, which crosses the acceptable threshold of 0.6 Therefore, this scale is considered to have good reliability.

Table 5.3 Cronbach's alpha coefficient of the IT scale

Cronbach's alpha if the type of variable

(Source: Results of processing survey data with SPSS, 2024)

Table 5.3 shows that the total variable correlation values have reached a significant level, ranging from 0.568 to 0.679 This means that there is a strong degree of correlation between the observed variables of the scale The Cronbach's Alpha coefficient assesses the uniformity of the total scale, measuring the degree of similarity between variables When you remove the variables one by one, the value ofCronbach's Alpha will change In this case, the elimination of the IT1 to IT3 variables results in Cronbach's Alpha values of 0.673, 0.685, and 0.796, respectively All of these values crossed the acceptable threshold (0.6), indicating that this set of five variables is highly reliable when used together The overall reliability of the entire scale is 0.792, which crosses the acceptable threshold of 0.6 Therefore, according to Hoang Trong and Chu Nguyen Mong Ngoc, this scale is considered reliable and suitable for use in research.

Table 5.4 Cronbach's alpha coefficient of the CC scale (1st time)

Cronbach's alpha if the type of variable

(Source: Results of processing survey data with SPSS, 2024)

Table 5.4 shows that the total variable correlation index of CC2 is less than 0.3, so according to Hoang Trong and Chu Nguyen Mong Ngoc (2008), the CC2 variable does not ensure the correlation with the total variable, so it will be excluded from the research scale Therefore, the CC research scale has only 3 observation variables: CC1, CC3 and CC4 After removing CC2 from the scale, the Cronbach's Alpha coefficient of the CC scale is given back in Table 5.5.

Table 5.5 Cronbach's alpha coefficient of the CC scale (2nd time)

Sum variables Cronbach's alpha if the type of variable

(Source: Results of processing survey data with SPSS, 2024)

The Cronbach's Alpha coefficient of the CC scale is 0.805, which is greater than 0.6, so the reliability of the CC scale is good for further studies.

Table 5.6 Cronbach's alpha coefficient of the HL scale

Sum variables Cronbach's alpha if the type of variable

(Source: Results of processing survey data with SPSS, 2024)

Table 5.6 shows that the total variable correlation coefficient of all observations in the scale is greater than 0.3, so the close correlation between the observations on the same scale should be ensured The Cronbach's Alpha coefficient of the whole scale is 0.858, which is greater than 0.6, so the scale ensures good reliability.

Table 5.7 Summarize the results of the evaluation of scales using Cronbach's Alpha

(Source: Compiled from the author's survey, 2024)

In summary, the results of the Cronbach's Alpha scale test (table 5.7) show that

16 out of 17 observed variables of all scales are reliable So, the remaining 16 observation variables, (excluding the CC2 variable) are used to take the next steps.

With the multiple regression model, the discovery factor analysis will be handled separately for the independent variable and the dependent variable.

5.1.2.1 Exploratory factor analysis for independent variables

Table 5.8 Results of EFA analysis for independent variables

Kaiser-Meyer-Olkin Measure of Sampling Adequacy = 0.889

Sig Bartlett's Test of Sphericity = 0.000

Initial Eigenvalues = 1.003Total Variance (TVE) = 72.153%

(Source: Results of processing survey data with SPSS, 2024)

Hoang Trong and Chu Nguyen Mong Ngoc (2008) According to , for the multiple regression model, the exploratory factor analysis uses the Principal Component extraction method combined with the Varimax rotation to give more consistent results The results of the exploratory factor analysis shown in Table 5.8 show that the observed variables are grouped in each scale with a factor load factor greater than 0.5 The KMO coefficient = 0.889 (Sig < 0.001) > 0.5, so the collected data is suitable for exploratory factor analysis.

5.1.2.2 Exploratory factor analysis for the dependent variable

Table 5.9 Discovery Factor Analysis Results for Dependent Variables

Observation variables Factor Load Factor

Kaiser-Meyer-Olkin Measure of Sampling Adequacy = 0.719

Sig Bartlett's Test of Sphericity = 0.000

Initial Eigenvalues = 2.336Total Variance (TVE) = 77.867%

(Source: Results of processing survey data with SPSS, 2024)

The results of the exploratory factor analysis of the dependent variable scale shown in Table 5.9 show that the observations are all grouped into a column with factor load coefficients greater than 0.5 Bartlett's test is statistically significant with sig < 0.001, and the KMO coefficient of 0.719 is greater than 0.5, so the factor analysis is consistent with the data set obtained The Citation Variance (TVE) of 77.867% is greater than 50%, indicating that 77.867% of the variability of the data is explained by the scale measurement observations.

The results of Pearson's correlation analysis in Table 5.10 show that, between independent variables and dependent variables, there is a correlation (Sig ≤ 0.05), between independent variables with a value of Sig ≤ 0.05, the Pearson correlation coefficient |r| < 0.7, the possibility of a multi-collinear phenomenon between them is negligible However, according to Hoang Trong and Chu Nguyen Mong Ngoc (2008), it is necessary to combine this Pearson correlation coefficient with the VIF index in linear regression analysis to be able to make the most accurate assessment of the multi- collinear phenomenon (Dormann et al., 2013)

HL_Y KK_X1 NV_X2 IT_X3 CC_X4

** Correlation is significant at the 0.01 level (2-tailed).r: Pearson correlation coefficient

(Source: Results of processing survey data with SPSS, 2024)

Linear regression analysis was performed with a model with 4 independent variables (KK_X1, NV_X2, IT_X3, CC_X4) and one dependent variable as HL_Y

Table 5.11 Summary of Regression Models

Standard error of salary estimate

(Source: Results of processing survey data with SPSS, 2024)

The results of the model in Table 5.11 show its accuracy, with R2 and R2 corrected to 0.598 and 0.591, respectively, which means that the model can account for about 59.1% of the variability of the dependent variable With a corrected R2 value of 59.1% ≥ 50%, it can be concluded that the relevance and effectiveness of the linear regression model in explaining the dependent variable is significant and has good reliability.

In addition, it is very important to test the model with autocorrelation and the autocorrelation test is conducted through the Durbin-Watson test to test the assumption of the independence of the error (no autocorrelation) According to the results of the regression model, the Durbin-Watson test (d) shows that the result d = 2.047 (1< d 0, so the impact of the atmosphere factor having a positive impact on customer satisfaction is the weakest, ranking last

(2) The attitude of the staff has a positive impact on customer satisfaction with the Highlands Coffee coffee chain The results of the analysis data show that the unnormalized regression weight of the employee attitude scale (NV_X2) is B=0.332 and bears a positive sign, so the relationship with the dependent variable in the same direction, meets the expectation of the sign Thus, accepting the H1b hypothesis, assuming constant factors, if the employee attitude scale increases by 1 unit, customer satisfaction with the Highlands Coffee chain increases by 0.332 units, respectively. The normalized regression weight of the employee attitude scale has a coefficient of beta = 0.321 > 0, so the impact of the employee attitude scale has a positive impact on customer satisfaction is the strongest, ranking first

(3) Internet services have a positive impact on customer satisfaction with the Highlands Coffee chain From the results of the analysis data, it is shown that the unnormalized regression weight of the Internet service scale (IT_X3) is B=0.213 and bears a positive sign, so the relationship with the dependent variable is in the same direction, meeting the expectation of the mark Thus, accepting the H1c hypothesis.

So, assuming the same factors, if the Internet service scale increases to 1 unit,customer satisfaction with the Highlands Coffee coffee chain increases by 0.213 units,respectively The normalized regression weight of the Internet service factor has a beta coefficient = 0.203 > 0, so the impact of the Internet service factor has a positive impact on customer satisfaction ranked third

(4) Coffee quality has a positive impact on customer satisfaction for the Highlands Coffee chain The results of the analysis data show that the unnormalized regression weight of the coffee quality factor (CC_X4) is B=0.225 and bears a positive sign, so the relationship with the dependent variable in the same direction, meets the expectation of the mark Thus, accepting the H1d hypothesis, assuming constant factors, if the coffee quality scale increases by 1 unit, customer satisfaction with the Highlands Coffee chain increases by 0.225 units The normalized regression weight of the coffee quality scale has a coefficient of beta = 0.240 > 0, so the impact of the coffee quality scale has a positive impact on customer satisfaction , ranking second

The results of this study show how to increase customer satisfaction with the Highlands Coffee chain in Dong Nai province It is also worth noting that the results of this study indicate very strong values of the factors of atmosphere, attitude of employees, Internet service, quality of coffee explain the relationship between factors and customer satisfaction In general, the factors (1) atmosphere, (2) attitude of employees, (3) Internet service, (4) coffee quality have a positive impact on customer satisfaction with Highlands Coffee chain coffee stores in Dong Nai province.

All hypotheses have significant statistical significance (Sig < 0.05) and have a positive regression coefficient, indicating that the factors mentioned in the hypothesis are positively correlated and have an impact on customer satisfaction with the Highlands Coffee chain in the expected direction Concrete:

H1a hypothesis: The atmosphere has a positive impact on customer satisfaction with the Highlands Coffee chain has been accepted The results showed that there was a positive correlation between Atmosphere and customer satisfaction with the Highlands Coffee chain The atmosphere has a positive and meaningful impact on customer satisfaction with the Highlands Coffee chain (Sig = 0.001; regression coefficient = 0.193) The level of influence is positive (+).

H1b hypothesis: Employee attitudes that have a positive impact on customer satisfaction with the Highlands Coffee chain have been accepted The results showed that there was a positive correlation between employee attitudes and customer satisfaction with the Highlands Coffee chain Employee attitudes have a positive and meaningful impact on customer satisfaction with the Highlands Coffee chain (Sig 0.000; regression coefficient = 0.321) The level of influence is positive (+).

Hypothesis H1c: Internet services have a positive impact on customer satisfaction with the Highlands Coffee chain has been accepted The results showed that there was a positive correlation between Internet Service and customer satisfaction with the Highlands Coffee chain Internet services have a positive and meaningful impact on customer satisfaction for the Highlands Coffee chain (Sig = 0.000; regression coefficient = 0.203) The level of influence is positive (+).

Hypothesis H1d: Coffee quality has a positive impact on customer satisfaction with the Highlands Coffee chain has been accepted The results showed that there was a positive correlation between coffee quality and customer satisfaction with the Highlands Coffee coffee chain Coffee quality has a positive and meaningful impact on customer satisfaction with the Highlands Coffee chain (Sig = 0.000; regression coefficient = 0.240) The level of influence is positive (+).

Table 5.15 Summarizing the results of the examination of research hypotheses

Hypothesis Hypothesis content Sig Expectation s Result

The atmosphere has a positive impact on customer satisfaction for the

Highlands Coffee coffee chain 0.001 + Accept

The attitude of the staff has a positive impact on customer satisfaction with the Highlands Coffee chain 0.000 + Accept

Internet services have a positive impact on customer satisfaction for the Highlands Coffee coffee chain 0.000 + Accept H1D

Coffee quality has a positive impact on customer satisfaction for the

Highlands Coffee coffee chain 0.000 + Accept

(Source: Synthesis from research results, 2024)

Thus, with 04 proposed hypotheses including H1a, H1b, H1c, H1d are accepted

The author has examined the differences in customer satisfaction for the Highlands Coffee chain according to demographic information including the following characteristics: gender, age, education level and income level.

5.2.3.1 Examination of differences with gender characteristics

The author conducted a test of the difference in customer satisfaction with the Highlands Coffee chain by gender to consider whether customer satisfaction with the Highlands Coffee chain between men and women differed through the t-test

Table 5.16 Statistics on customer satisfaction with Highlands Coffee by gender

(Source: Results of processing survey data with SPSS, 2024)

Table 5.17 Testing the difference in customer satisfaction for Highlands Coffee chain by gender

95% of the significance level Hypodermi c

(Source: Results of processing survey data with SPSS, 2024)

The Independent-samples t-test will tell us whether there is a difference in customer satisfaction with the Highlands Coffee chain between men and women.According to the results we see in the Levene test (table 5.17), the Sig (or p-value) reaches 0.485 (> 0.05), so the variance between the two sexes is not different, we will use the result of the t test at the equal variance with Sig = 0.009 < 0.05, so we conclude that there is a significant difference in mean value between the two sexes.Therefore, we can conclude at the 95% reliability of customer satisfaction for the

Highlands Coffee coffee chain between men and women that there is a difference in customer group in terms of customer satisfaction with the Highlands Coffee coffee chain in Dong Nai province.

The author examined the differences in customer satisfaction with the Highlands Coffee coffee chain by age to consider whether customer satisfaction with the Highlands Coffee coffee chain between age groups is different through the Anova variance analysis technique

Table 5.18 One - Way Anova inspection results on customer satisfaction with

Highlands Coffee chain by age

95% of the level is meaningful to the average Smalles t

(Source: Results of processing survey data with SPSS, 2024)

Table 5.19 One - Way Anova inspection results on customer satisfaction with

Highlands Coffee chain by age

Levene Statistics df1 DF2 Sig.

(Source: Results of processing survey data with SPSS, 2024)

Overall Conclusion and Recommendation

Summary of finding

The contribution of the study is reflected in the following contents:

(1) The project has systematized a number of theoretical bases on customer satisfaction from domestic and foreign research works and research models on customer satisfaction On the basis of theory, consultation with experts and starting from practical work, the author has built a scale of customer satisfaction for the Highlands Coffee chain in Dong Nai province including 5 factors with 17 observation margins.

(2) Through quantitative research with the support of the SPSS/IBM 20 tool, the authors used to evaluate the reliability of the scale, EFA analysis, regression analysis, identified the factors that are meaningful for the study of the coffee sector in descending order as employee attitude factors, followed by coffee quality, followed by Internet service, and finally the atmosphere factor Quantitative research also shows differences in satisfaction by gender and income level at the Highlands Coffee chain in Dong Nai province.

(3) The results of the study have clearly indicated the importance of influencing customer satisfaction, thereby helping the leaders of the Highlands Coffee chain inDong Nai province to understand customer behaviors, thereby considering and allocating limited resources wisely to achieve higher sales goals and survive in conditions of fierce competition.

Overall conclusion

The study focused on analyzing the relationship between factors affecting customer satisfaction with the business activities of coffee shops, specifically 4 factors including atmosphere, attitude of employees, Internet service and coffee quality The study model consists of 5 factors with 17 observational variables applied to analyze the above relationships The research group is customers using Highlands Coffee's services in Bien Hoa city and Dong Nai province The scale used by the authors refers to previous research documents and then discusses with experts to adjust the scale to suit the study subject The data is collected directly by the author for official research(directly at the store) A total of 240 questionnaires were collected during the survey.

After reviewing the elimination of invalid answers, the author finally retained 239 valid questions and included them in the analysis.

With the collected data set, after completing the filtering, inspection, synthesis, encryption and cleaning, the data will be processed and analyzed using SPSS/IBM 20.0 software Procedure: descriptive statistics, scale evaluation with Cronbach'Alpha, exploratory factor analysis (EFA), multivariate regression analysis (OLS) to identify factors affecting customer satisfaction.

Based on the results of the proposed research model, this study looks at the impact of café operating factors on customer satisfaction Through testing and analysis, it is concluded that the proposed research model is suitable to study the impact on customer satisfaction of the Highlands Coffee coffee chain in Dong Nai province.

Specific results show that factors such as the atmosphere, attitude of employees, Internet service, and coffee quality have a positive impact on customer satisfaction with the service used at the chain In particular, the employee attitude factor has the greatest impact on customer satisfaction Next, coffee quality ranks second, Internet service ranks third, and finally the atmosphere factor Therefore, Highlands Coffee managers need to consider and pay attention to increasing customer satisfaction by improving other factors in the café's operations The results of this study are similar to the results of a previous study by Lee et al (2018).

This study also examined the differences in customer satisfaction for the Highlands Coffee chain in Dong Nai province according to the demographic characteristics by the T-test and ANOVA methods, showing that there were differences in gender and income levels in customer satisfaction with the Highlands Coffee chain in 95% reliability; meanwhile, there is no difference in age and education level in terms of customer satisfaction for the Highlands Coffee coffee chain at a reliability level of 95%.

In addition, the study also brings practical significance for companies and entrepreneurs in the coffee industry, especially the boards of directors of companies that own the Highlands coffee brand, to really make the best suggestions to improve customer demand, increase market share and profit for the company.

Recommendations

Through the results of this study, the authors hope to make recommendations for managers Its implicit purpose is not only to increase customer satisfaction but also to help administrators review and allocate limited resources optimally From there, businesses can achieve higher revenue and survive in the highly competitive Vietnamese coffee market, especially in the current very fierce market.

In order to increase customer satisfaction, ensure service quality based on personnel quality, develop a specific training plan for each employee based on each specific goal The training plan is inherited from the documents and standards of the Highland Coffee training system from staff training to decentralization and development according to the roadmap, building a training system for each specific position at each stage.

Table 6.1 Compilation of Employee Attitude Scale

NV2 The staff is very considerate 4.05

NV1 The staff is very friendly 3.97

NV3 The staff made me feel comfortable 3.90

(Source: Calculated from survey results, 2024)

From the analysis results, the average value statistics in table 6.1 show that employee attitude (β = 0.321) is the factor with the strongest impact on customer satisfaction The observed variables of the employee attitude scale have an average value of 3.90 to 4.05; the observed variables were above average (mean = 3.97). Therefore, training is necessary to improve work capacity, especially with regard to the considerate attitude of employees (NV2), at an average level (mean = 4.05) when customers evaluate this factor In order to maintain a good attitude of service to employees, in addition to training, The Board of Directors also needs to pay attention to a number of things as follows:

First of all, we must maintain and promote Highland Coffee's culture of considerate service, treat customers with a professional service style, always be happy and always smile When customers enter the restaurant, the waiter will immediately welcome, arrange and guide the seats, invite and advise customers on how to choose dishes and drinks and receive customers' orders quickly and accurately When enjoying coffee at the café, there are always staff who are ready to respond to all requests and answer any questions In addition, eye-catching decoration, convenient product packaging design, easy to use and move, fast delivery time also play an important role in brand promotion In particular, the speed of delivery has reflected the reputation of Highlands Coffee On the one hand, it shows the professional service style and service culture of the staff: enthusiasm and thoughtfulness will leave a good impression on customers when coming to the Highlands Coffee chain in Dong Nai province.

Secondly, it is necessary to maintain a good service attitude of employees, in addition to training, Highlands Coffee also needs to offer monthly, quarterly and annual reward policies for employees who are elected by customers as having an excellent service attitude At the same time, the arrangement of appropriate personnel is to avoid shortages that cause overload in work for employees In addition, it is necessary to regularly organize exchanges, farewells, and teambuilding trips at eco- tourism areas such as Dai Nam, Van Thanh, Mango Garden, in order to increase solidarity among employees, build a culture for the company.

Third, it is necessary to add regulations on bonuses and penalties for service staff To limit discrimination against customers, the company should offer penalties (from salary deduction to dismissal if violated more than 3 times) for employees who only show signs of not waiting for customers to complain In addition, it is necessary to take measures to reward and sanction employees who are found to have the above symptoms to avoid cases where employees cover each other Furthermore, the following measures can be used: (1) Install cameras to check employee service attitudes; (2) Confidential customers to check the capacity and customer service of employees; (3) Based on the service attitude of employees to customers, there are reasonable reward and punishment policies In addition, Highlands Coffee needs to continue to be careful in selecting employees to ensure the most professional service and working style Therefore, through the staff, the brand can bring a professional image, dedicated service and the best quality to customers.

Table 6.2 Coffee quality scale compilation

CC1 The coffee taste of Highlands Coffee is very delicious 3.86

CC3 The taste of coffee here is very suitable for my taste 3.74

CC4 I like the taste and aroma of Highlands Coffee's coffee 3.68

(Source: Calculated from survey results, 2024)

As life gets busier and busier, the pressure of life increases, and the needs of customers are constantly changing and getting higher and higher At Highlands Coffee, we need to always update the latest trends to quickly meet the tastes of customers, focusing on providing very typical Vietnamese dishes and drinks at very competitive prices This is also the motto of the chain: every dish and drink is a distillation of the essence of cooking From the analysis results, the average value statistics table in table 6.2 shows that the quality of coffee with a coefficient (β 0.240) is the second factor with the strongest impact on customer satisfaction The observed variables of the coffee quality scale have an average value of 3.68 to 3.86; the observed variables were above average (mean = 3.76) Currently, coffee flavor (CC1) has been evaluated by customers at a high level (mean = 3.86), so businesses need to continue to maintain and further develop (depending on resources) coffee flavor by surveying customer opinions and developing new products In addition, customers rated the scent (CC2) as having no impact Therefore, Highland Coffee always considers learning, exploring and improving the quality of coffee to bring the right aroma to customers, specifically as follows:

Firstly, Highland Coffee must diversify its product line from traditionalVietnamese coffee flavors to products with international flavors In addition,combination teas include: Ginseng Oolong Tea, Fragrant Rose Bud Tea, JasminePragon Pearl, Earl Grey Tea New products made from jelly and ice cream Plateau will give customers a unique, luxurious and safe feeling (carefully selected coffee ingredients, carefully selected formula preparations, quality tested before being put into use, ensuring food hygiene and safety), affirming their self-worth.

Secondly, to improve the quality and diversity of products, it is necessary to have a close relationship with each customer Because the customers that Highlands Coffee always serves are middle-class consumers, office workers and young people For instance, someone who prefers a little international style will choose Espresso or Latte or Capuccinno If you want to be an authentic Vietnamese, people call it iced coffee or iced milk coffee If you want something youthful and trendy then it has to be Culi Coffee No matter what kind of coffee you want, Highlands Coffee has you covered. Therefore, drinking coffee here can also make customers feel what class they belong to Everyone chooses a coffee shop, a coffee shop – a place with a reputable brand, partly to affirm their class.

In addition, in order to improve product popularity, brand recognition and product specificity, Highlands Coffee managers should also focus on improving the level of core products by creating unique styles of Highlands Coffee coffee that express a lifestyle and lifestyle, and positioning social class and professional lifestyle.

Table 6.3 Summary of Internet service scales

IT1 I'm satisfied with the wifi service 4.00

IT2 I think the Internet service here is very good 3.98

IT3 It offers high-quality wifi access speeds 3.87

(Source: Calculated from survey results, 2024)

From the analysis results, the average value statistics table in table 6.3 shows that Internet services with a beta coefficient (β = 0.203) are the third factor with the strongest impact on customer satisfaction The observed variables of the Internet service scale have an average value of 3.87 to 4.00; the observed variables reached above the mean (mean = 3.95) Currently, customers highly value Internet services that meet basic needs (IT1) and Internet services (IT2) very well, with an average value of4.00 and 3.98, respectively Therefore, the business continues to maintain the existing good aspects and constantly improve its service delivery Therefore, Highlands Coffee stores need to consider investing in improving Wifi access speed and keeping it at a high level, whether peak or off-peak to increase the convenience that makes customers feel that their needs are met such as Wi-Fi with stable internet and complete power outlets.

In addition, customer reviews of access speed remain average (IT3), with an average value of 3.87 In the survey, customers said that during peak hours, there is often a situation where the network connection is weak or the wifi cannot meet the needs of high-speed access such as playing games, watching movies, and doing their main job Moreover, the application of advanced information technology and software systems in this management will help Highlands Coffee store save a lot of costs in checking the operation of the shops Moreover, the diversification of payment methods through which customers can pay in cash or by card also contributes to increasing customer satisfaction From there, it helps them to be comfortable, easy and convenient in their spending.

KK3 I feel comfortable spending time here 3.89

KK1 Highlands Coffee has a comfortable space 3.85

KK2 The space here is familiar to me 3.85

KK4 Highlands Coffee makes me feel relaxed when using the service here 3.84

(Source: Calculated from survey results, 2024)

The last of the four is the atmosphere factor, which has the weakest impact on customer satisfaction Through the results of the descriptive statistics, the average value in table 6.4 shows that customers appreciate the comfort during the use of the service (KK3) is 3.89; the average value of space comfort (KK1) and familiarity(KK2) both reach 3.85 Therefore, sellers need to continue to maintain an atmosphere that is in line with the theme of the store and creates a comfortable and familiar feeling for customers In addition, through the survey, customers rated it at "quite average" and "comfortable" (KK4), with an average score of 3.84, respectively Therefore, the management team of the café needs to pay great attention to creating a relaxing space for customers To improve and maintain this environment, management needs to consult directly with customers and consider making changes as appropriate.

Through the author's suggestions, customer satisfaction can be improved or even enhanced, which in turn will create motivation and help retain or attract loyal customers Moreover, in addition to improving satisfaction, businesses need to maintain customer care policies such as loyalty cards, product question and answer support or complaint centers on the tool or directly at each store to be able to maintain,customer support throughout the entire process During and after using the service.

Lessons Learned

After a period of research, the author has accumulated a number of qualities in research ethics and carefully recorded them in his notebooks, which are considered as standards for the author to compare and implement in the process of implementing the author's future research Along with serving the goal of completing the postgraduate program, the research also brings a practical meaning to businesses and entrepreneurs in the coffee industry, especially the Board of Directors of the company that owns the Highlands Coffee brand can apply this research in practice to make management implications to improve the needs of the coffee industry customer demand and increase market share and profit for the company.

In practical terms: as originally proposed, the research results help the Board of Directors of the company that owns the Highlands Coffee brand to review the current reality of customer satisfaction influenced by factors to take measures to meet and increase customer satisfaction for the coffee shop chain.

Theoretically, there is another perspective on the importance of the type of coffee shop chain service and the factors that affect customer satisfaction with this type of service model, in order to serve academic purposes as well as to consider applying part of it to daily practical work.

The chain of coffee shops is very important and contributes to the development of the coffee industry and the service industry Through this study, the authors hope to provide new data that can help Highlands Coffee's Board of Directors understand customer behavior At the same time, it also sets out the management implications of service quality and other necessary factors to bring customer satisfaction and benefits to the entire chain of coffee shops and the Highlands Coffee brand in general The results of the study contribute to understanding the behavior of customers in the area and are useful for further research directions in related markets.

Studies on coffee chain in general or Highlands Coffee chain in particular are rarely selected by researchers to conduct due to the specific nature of the industry. Therefore, this study can be used as a reference for further studies The research results show that to increase customer satisfaction with Highlands Coffee coffee shop, it is necessary to increase the number of customers who need to improve product quality, focusing mainly on 4 factors: employee attitude, coffee quality, Internet service and atmosphere This is an important result to help businesses better understand what customers expect from their products and services On that basis, it is possible to develop specific plans, directions and strategies to develop business activities, improve customer satisfaction and the increasing demand for product and service quality in order to improve business activities and marketing in the most effective way.

In addition, research will help businesses have the opportunity to review customers' objective evaluations of the services provided by the business From there,there are implications to overcome limitations, promote the strengths of businesses to improve their competitive advantages against domestic and foreign competitors.

Implication

When conducting research, the author also always adheres to the issue of academic integrity, trying to solve the thesis content based on research ethics as follows:

- Honesty: the author is always honest in reporting data, research results, methods, implementation processes and announcing results at all stages of research to avoid falsification, distorting data, not deceiving colleagues and donors However, in the process of research, the author also encountered some problems such as some questionnaires that had not been answered seriously by customers, so the accuracy was not absolute.

- Objectivity: the author always avoids prejudice or bias issues (political or personal interests) in research design, data analysis, interpretation of data, suggestion of implications to avoid self-deception.

- Integrity and decency: the author always keeps the promises and agreements in the pledge, research with sincerity, enthusiasm, and non-profit

- Carefulness: when conducting research, the author has been serious and focused in order to complete the work suggested by the lecturer, keep records of research activities such as collecting data, designing research and communicating with experts carefully.

- Openness: upon completion, authors will comply with the university's regulations on sharing data, results, ideas, tools, and research materials In particular, the author will also continue the comments of teachers in the council to edit the thesis better

- Respect for intellectual property: authors always respect the copyright of published authors by citing detailed references, in order to avoid "plagiarism".

- Confidentiality: the list of experts and customers participating in the survey is committed by the author to ensure confidentiality for participants to support the research.

- Respect colleagues: the author always respects colleagues, treats them fairly, debates actively, and absorbs new ideas from colleagues when discussing with them.

- Responsibility to improve professional qualifications: authors always have a sense of improving their professional qualifications both in terms of management and science through lifelong learning and education, and the responsibility to promote themselves to improve their scientific research capacity.

- Legality: authors are trained with the idea of always performing tasks in compliance with the law and specific policies of the State.

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Appendix Appendix 1 Expert Discussion Outline for Adjusting and Adding Scales

First of all, I would like to thank you for accepting this interview for my research This is an interview to evaluate the appropriateness of the indicators expected to be used to increase customer satisfaction in the coffee shop business: a study at the Highlands Coffee chain in Dong Nai province for each factor prepared by the author at two appropriate or inappropriate levels from your point of view in the list below These are the expected factors prepared by me, in case you find that there is a need for other indicators, please add to the corresponding blank box.

Part 1 Expected Factors in the Study Model

TT Elements Compatible Not compatible

TT Observed variables Compatibl e Not compatible

1 Highlands Coffee has a comfortable space  

2 The space here is familiar to me  

3 I feel comfortable spending time here  

4 Highlands Coffee makes me feel relaxed when using the service here  

5 The staff is very friendly  

6 The staff is very considerate

7 The staff made me feel comfortable  

8 I'm satisfied with the wifi service  

9 I think the Internet service here is very good  

10 It offers high-quality wifi access speeds  

11 The coffee taste of Highlands Coffee is very

12 Highlands Coffee's coffee has a very fragrant aroma  

13 The taste of coffee here is very suitable for my taste  

14 I like the taste and aroma of Highlands

15 I am satisfied with the service provided by

16 Highlands Coffee fulfills my wishes  

17 I am satisfied with the current services and do not expect any changes in the future  

Thank you very much for your cooperation!

I am Pham Van Nam, and I am doing a research project on Increasing customer satisfaction in the coffee shop business: research at the Highlands Coffee chain in Dong Nai province To complete this research, the author needs the support and help of customers who are using the service at the Highlands Coffee chain in Dong Nai province by answering the questions below All the information you provide is useful to the author's research without any opinion being right or wrong Therefore, we hope that you will take the time and answer the questions in the most honest way

The author undertakes that the information on the questionnaire will be kept confidential and only published in a reasonable manner by statistical methods and does not appear in the report for the sole purpose of this study.

Age  Under 18 years of age

 Different Income  Less than 10 million

Profession  Officials and public employees

How many times has it been used in the system?

Will I continue to use the product at the

What do you care about when using products at the Highlands coffee chain?

 Food and drinks are eye- catching

 Representing my lifestyle/lifestyle When was the last time you used a product at a  Less than 1 week

 Over 3 weeks chain of restaurants?

Part II Customer satisfaction reviews

Please answer by rounding out the answers that match your opinion on your point of view In which:

Completely disagree Disagree Normal Agree Totally agree

TT Question content Encode Degree

1 Highlands Coffee has a comfortable space.

2 The space here is familiar to me KK2     

3 I feel comfortable spending time here KK3     

4 Highlands Coffee makes me feel relaxed when using the service here

5 The staff is very friendly NV1     

6 The staff is very considerate NV2     

7 The staff made me feel comfortable NV3     

8 I'm satisfied with the wifi service IT1    

9 I think the Internet service here is very good.

10 It offers high-quality wifi access speeds IT3    

11 The coffee taste of Highlands Coffee is very delicious

12 Highlands Coffee's coffee has a very fragrant aroma

13 The taste of coffee here is very suitable for my taste CC3     

14 I like the taste and aroma of Highlands

15 I am satisfied with the service provided by

16 Highlands Coffee fulfills my wishes HL2     

I am satisfied with the current services and do not expect any changes in the future.

Total 239 100.0 a Listwise deletion based on all variables in the procedure.

Item Deleted Scale Variance if

Total Correlation Cronbach's Alpha if Item Deleted

Total 239 100.0 a Listwise deletion based on all variables in the procedure.

Item Deleted Scale Variance if

Total Correlation Cronbach's Alpha if Item Deleted

Total 239 100.0 a Listwise deletion based on all variables in the procedure.

Scale Variance if Item Deleted

Cronbach's Alpha if Item Deleted

Total 239 100.0 a Listwise deletion based on all variables in the procedure.

Item Deleted Scale Variance if

Total Correlation Cronbach's Alpha if Item Deleted

Total 239 100.0 a Listwise deletion based on all variables in the procedure.

Scale Variance if Item Deleted

Cronbach's Alpha if Item Deleted

Total 239 100.0 a Listwise deletion based on all variables in the procedure.

Item Deleted Scale Variance if

Total Correlation Cronbach's Alpha if Item Deleted

Kaiser-Meyer-Olkin Measure of Sampling Adequacy .889

Bartlett's Test of Sphericity Approx Chi-Square 1502.126

Extraction Method: Principal Component Analysis.

Initial Eigenvalues Extraction Sums of Squared

Loadings Rotation Sums of Squared

Extraction Method: Principal Component Analysis.

Extraction Method: Principal Component Analysis a a 4 components extracted.

Kaiser Normalization a a Rotation converged in 6 iterations.

Extraction Method: Principal Component Analysis

Rotation Method: Varimax with Kaiser Normalization.

Kaiser-Meyer-Olkin Measure of Sampling Adequacy .719

Bartlett's Test of Sphericity Approx Chi-Square 330.076

Extraction Method: Principal Component Analysis.

Initial Eigenvalues Extraction Sums of Squared

Extraction Method: Principal Component Analysis.

Extraction Method: Principal Component Analysis a a 1 components extracted.

Rotated Component Matrixa a Only one component was extracted The solution cannot be rotated.

HL_Y KK_X1 NV_X2 IT_X3 CC_X4

** Correlation is significant at the 0.01 level (2-tailed).

Model Variables Entered Variables Removed Method

KK_X1b Enter a Dependent Variable: HL_Y b All requested variables entered.

1 773 a 598 591 48590 598 87.023 4 234 000 2.047 a Predictors: (Constant), CC_X4, IT_X3, NV_X2, KK_X1 b Dependent Variable: HL_Y

Squares Df Mean Square F Sig.

Total 137.429 238 a Dependent Variable: HL_Y b Predictors: (Constant), CC_X4, IT_X3, NV_X2,

Variance Proportions (Constant) KK_X1 NV_X2 IT_X3 CC_X4

Minimum Maximum Mean Std Deviation N

Std Residual -3.060 2.722 000 992 239 a Dependent Variable: HL_Y

Gender N Mean Std Deviation Std Error Mean

Levene's Test for Equality of Variance s t-test for Equality of Means

Confidenc e Interval of the Difference Lower

Equal varianc es not assume d

Test of Homogeneity of Variances

Levene Statistic df1 DF2 Sig.

Sum of Squares Df Mean Square F Sig.

Test of Homogeneity of Variances

Levene Statistic df1 DF2 Sig.

Sum of Squares Df Mean Square F Sig.

Test of Homogeneity of Variances

Sum of Squares Df Mean Square F Sig.

Test of Homogeneity of Variances

Levene Statistic df1 DF2 Sig.

Sum of Squares Df Mean Square F Sig.

Cumulative Percent Valid Under 18 years of age 48 20.1 20.1 20.1

Frequency Percent Valid Percent Cumulative

Percent Valid Less than 10 million

Frequency Percent Valid Percent Cumulative

Percent Valid Officials and public employees 100 41.8 41.8 41.8

The level of product use at the chain

Frequency Percent Valid Percent Cumulative

How many times have I used Highlands products in the system?

Frequency Percent Valid Percent Cumulative

Percent Valid Less than 3 times 14 5.9 5.9 5.9

Will I continue to use the product at the Highlands coffee chain?

What do you care about when using products at the Highlands coffee chain?

Food and drinks are eye-catching 15 6.3 6.3 83.7

When was the last time you used a product at a chain of restaurants?

Frequency Percent Valid Percent Cumulative