topic the effect of product quality service quality convenient facility and storeatmosphere on the repurchasing intention ofstud

Inheriting previous studies, this research aims to investigate the impact of product quality, service quality, convenient facility, and store atmosphere to create functional value and em

Reason for the research

Product quality, service quality, convenient facility, and store atmosphere are the top four basic factors when people consider the use of a product and service, especially products in the food and beverage industry These main factors affect the two core values are functional value and emotional value which give a strong influence on customer satisfaction and then on the repurchasing intention With the growing popularity of cafes serving a variety of functions in Vietnam's major cities, students in Ho Chi Minh City are heavily impacted by product quality, service quality, convenient facilities, and store atmosphere when picking where to go for coffee.

Vietnam is a country with a coffee culture deeply imprinted in society and reflected in the regular coffee consumption habits of Vietnamese people Because of the increasing demand for coffee and going to coffee shops, there have been many cafes with various purposes for various customers Young Vietnamese people go to coffee not only to enjoy the coffee, but they also go to coffee shops for many different purposes such as group study, self-study, photography, work, reading, relaxation, dating, etc With different intentions, customers have different requirements for the form of coffee shop business Obviously, coffee shop owners also began to change and integrate multiple uses to adapt to changing consumer needs.

Social media has emerged as a dominant marketing channel for coffee shops, and core values like functional value (product and service quality, facility convenience) and emotional value (store atmosphere) significantly impact student customer satisfaction and repurchase intentions To investigate this relationship, we analyzed Cong Coffee, a popular national chain, examining the influence of these factors on customer satisfaction and subsequent repurchase intentions among students in Ho Chi Minh City Despite the prominence and growth of coffee shops in Vietnam, research on this topic remains limited, making this study a valuable contribution to the field.

Research objectives

The purpose of this research is to examine the effect of perceived values on customer satisfaction and finally to the repurchase intention of students in Ho Chi Minh City in the case of Cong cafe To achieve this, this study will:

Evaluate the factors that influence the influence of product quality, service quality, convenient facility, and store atmosphere on customers' value and experiences, as well as their impact on customer satisfaction and post-purchase intents of students in Ho Chi Minh City at Cong café.

Examines customer value and customer experiences on students in Ho Chi Minh who visited Cong café.

Provide insights for Cong café on how to leverage the benefits of product quality, service quality, convenient facility, and store atmosphere, based on the findings from the quantitative analysis.

Subject and scope of the research

Research subject

The research subject is divided into two parts: analysis and survey.

The subject of the analysis will be the impact of coffee shop quality related dimensions on customer value, the impact of customers' perceived values on customer satisfaction, and post purchase intentions.

This study focuses on understanding the factors influencing customer satisfaction and repurchasing behavior in online coffee shop experiences in Ho Chi Minh City Data will be collected from online consumers who frequently visit or purchase from coffee shops The survey aims to examine how perceptions of coffee shop quality, including aspects such as ambiance, product offerings, and service, contribute to overall satisfaction and ultimately drive repurchase intentions.

Research scope

This study will be conducted in Ho Chi Minh City, one of the largest cities in Vietnam and consistently ranking high in the E-commerce index since 2017 (VECOM, 2021), the widespread access to the internet and social networking sites make it easy for consumers to find and compare quality dimensions on online platforms and also reach the functional value and emotional value of the fields they are interested in, especially here in cafes.

We chose Cong cafes because they provide essential products and services widely used, especially by university students The survey targets individuals who regularly go to cafes and have a good understanding of big brands of cafes.

Data for this survey was collected between March 17th to March 21st, 2023.

Research methodology

This study adopts quantitative research methods to research and solve the problem that has been proposed.

The survey was conducted with 200 participants and the collected data was used to test research models and hypotheses After removing unsatisfactory surveys and encoding the data, we use SmartPLS to test the models and research hypotheses.

Research contribution

This research has made major contributions both academically and practically.

Academically, this study has contributed to a better understanding of how product quality,service quality, convenient facility, and store atmosphere affect cafe customer satisfaction and then to the repurchasing intentions in general, and Cong café in particular by synthesizing and evaluating the model in the context of Vietnam, especially Ho Chi Minh City The research models and assumptions produced in this work can be useful for future research in related domains.

In reality, the study's findings give significant insights into attracting customers and enhancing revenue for managers and marketers in the food and beverage business in general, and cafés in particular The study is also useful for academics, students, and anybody else interested in investigating the influence of product quality, service quality, convenient facility, and store atmosphere on customer repurchase intention.

THEORETICAL BACKGROUND AND HYPOTHESES 8

Basic concept of the study

Product quality, defined as a product's capacity to fulfill its intended function, is a crucial determinant of consumer purchasing decisions It encompasses general attributes such as accuracy, usability, and repairability Additionally, product quality often refers to the sum of a product's features and characteristics, which satisfy both stated and implied customer needs and expectations.

The primary concept that businesses should develop is to produce goods or services that consumers like by providing the best quality The businesses must continuously enhance their offerings The capacity of the business to produce high-quality products will boost its competitiveness The business will then be able to last over the long term Product excellence as perceived by consumers (Gửk, Ersoy, & Bửrỹhan, 2019), overall customer evaluation of a product (Armstrong & Kotler, 2015), and ability to satisfy consumers' requirements explicitly and implicitly are just a few examples of how to define product quality (Xu, Blankson, & Prybutok, 2017)

Purchase choices are significantly influenced by the quality of the products Every buyer anticipates receiving a product of high quality Customers increasingly consider quality when making purchasing decisions Customers will be more likely to purchase products from businesses if they can demonstrate excellent product quality Gunadi (2015) demonstrated how purchasing decisions were impacted by product quality Similar studies by Rizan, Nauli, and Mukhtar (2017), Saputra and Dian Lestari (2017), and Suhaily and Darmoyo (2017) demonstrated that the purchase choice was significantly influenced by the product quality Product quality not only affects a buyer's choice, but it also increases the value of a customer According to Dadwal (2017), one of the crucial elements to raising customer worth was product quality In a similar vein, Razak, Nirwanto, and Triatmanto (2016) and Mbango (2019) hypothesized that customer worth is influenced by product quality.

In the 1930s, service quality emerged as a concept for evaluating intangible products By the 1980s, it gained traction across industries Service delivery and performance can be assessed to determine service quality (Lehtinen, 1982) Technical and functional quality are key factors in assessing service standards (Gronroos, 1984) Parasuraman et al (1985) defined it as the gap between customer expectations and their perceptions after using the service Kotler et al (2004) emphasize responsiveness, while Malhotra et al (2005) highlight that cultural and situational factors influence perceived quality.

In the contemporary retail landscape, convenient facilities play a crucial role in enhancing customer satisfaction and driving sales Ample parking, comfortable seating, pristine restrooms, and seamless Wi-Fi connectivity are essential amenities that foster ease and accessibility Extensive research has demonstrated their significant impact on purchasing behavior Customers who enjoy such conveniences tend to linger longer within the establishment, translating into greater opportunities for additional purchases Moreover, positive impressions formed through these facilities increase the likelihood of repeat patronage, building lasting customer relationships and contributing to the store's overall success.

A convenient location is vital for food service providers According to Platania, M and Privitera, D (2006), convenient locations for food service operators are usually located near to the roadsides, transport terminals, workplaces, shopping malls as well as parks A majority of the larger coffee shop chains are located at these places with many parking lots provided This highlights a point where a convenient location with parking facilities has an effect on the food service business.

Modern coffee shops can be found everywhere in shopping malls, commercial centers and convenient stores They provide an air-conditioned and WiFi ready space As a result, consumers have become more demanding on better quality coffees and better services (Jacquline, T 2012; Milletto, B 2010) Consumers also have a stereotypical view on the cleanliness of local coffee shops; they feel that local coffee shops are unable to provide a hygienic environment as compared to modern cafés (Kotwani, Ng, L C and Monica 2011) The Western coffee chains have successfully developed a better image for consumers where they are able to provide a sense of exciting, fashionable and contemporary lifestyle (Thompson, C J., and Arsel, Z 2004) People feel McDonald’s is a comfortable place to eat, due to its strong brand image (Ritzer, G 2008)

The concept of "store atmosphere" refers to the overall environment created by the store, including its physical layout, lighting, music, and aroma Store atmosphere is crucial in influencing customer behavior, including their purchasing intention (Kim et al., 2019) A pleasant store atmosphere can create a positive emotional response in customers, making them more likely to spend more time in the store and purchase additional items

Numerous studies have shown that store atmosphere significantly influences customer behavior, including their purchasing intention (Huang & Yen, 2021; Kim et al., 2019) For example, a store with a pleasant aroma and good lighting is more likely to create a positive emotional response in customers, leading to increased customer satisfaction and loyalty Additionally, the layout of the store can also impact customer behavior, with stores that are easy to navigate and have clear product displays being more likely to attract and retain customers.

According to holistic studies of store atmosphere and customer experience, experiences are the result of interactions between consumers and the variety of store attributes that retailers use (Ballantine et al., 2010, 2015) Customers may have emotional, physical, cognitive, and spiritual experiences as a result of their interactions with a store's architecture, atmosphere, and staff as a "whole" (Petermans et al., 2013) (Sachdeva and Goel, 2015) Thus, a variety of store attributes can concurrently have an impact on the various dimensions of in-store leisure shopping experiences The prior research on how various store characteristics affect the dimensions of in-store leisure experience is given below, along with hypotheses for each experience dimension.

2.1.5 Functional value and emotional value

In essence, the experience economy exists to add value for consumers In order to achieve a balance between advantages and sacrifices, "the idea of customer value relates to the subjective value that is recognized following an evaluation process" (Yuan and Wu, 2009) According to another definition, "customer value" is "the relative preferences that describe a consumer's interacting experience with something, such as any good, service, object, place, event, or concept" (Kim, 2002) The two parts of customer value are functional value and emotional value Although functional value is the core value offered to the consumer, emotional value is a sensation or an emotional reaction and experience of the client both during and after the event (Yuan and Wu, 2008) In other words, whereas emotional value relates to customers' views and sentiments about the product, functional value refers to the financial or emotional return that customers obtain from a product (Yuan et al Wu, 2008) Customers gain from experimental value's external and internal advantages, as well as its positive and reactive benefits (Batra and Ahtola, 1991; Mano and Oliver, 1993; Babin and Darden, 1995) (Holbrook (1994) (1994) The four elements of pricing and the definition of experiential value as "interactions involving direct use or enjoyment of products and services remotely" : Return on customer investment, outstanding service, fun, and beauty are described as experience value (Mathwick, Malhotra and Rigdon, 2001) Unlike customer value, experiential value concentrates on the value that clients take away from these experiences As a consequence, the definition of value includes both customer value and experiencing value as essential components The assessment of experiencing value utilized in this study was established by Yuan and Wu (2008, 392) "Key components of customer value are emotional and functional value," is how it is conceptualized.

According to Kotler and Keller (2008), satisfaction is the emotion that develops in a person when they contrast the performance of a product with their expectations, whether they are glad or dissatisfied Customer satisfaction, according to Tolba (2015), happens when the service or product quality surpasses the customer's expectations, but the reverse happens when the service or product quality falls below the customer's expectations, which will only result in the customer being dissatisfied Moreover, total customer satisfaction may be interpreted by Swari and Giantari (2017) as the general attitude that the customer displays based on the feelings when the consumer obtains the desired service or good customer anticipations Customer satisfaction (CS) is crucial to the marketing process It has grown in popularity among academic researchers ever since it was first out by American scholars in the 1960s Cardozo was a pioneer in the use of empirical research to customer satisfaction analysis He emphasized that two factors - consumers' expectations of goods and services and the actual goods or services they receive - have the greatest impact on customer satisfaction Customer satisfaction is the main element influencing consumers' tendency to make repeat purchases It is affected not only by the quality of the product or service but also by the manner in which it is acquired Since then, academics from many backgrounds have started to investigate consumer happiness from various angles According to Howard and Sheth, consumer capacity to pay and receive is a key factor in determining customer happiness According to Lee and Goudeau, contentment is an evaluation of the appropriateness of the valued perception and the psychological state it produces Oliver contends that consumer experience is a key component of every good or service, and that customer pleasure is the physical manifestation of consumer psychological contentment Churchill made the point that, in the context of result satisfaction, a consumer's internal comparison, derived from their income after using the product or receiving associated services, is what constitutes customer contentment Crompton and MacKay assert that in the setting of comparative costs, customer satisfaction is the view of the consumer and that this perception develops when the consumer encounters the expectations of a product or service Customer pleasure is the outcome of this comparison By contrasting the post-consumption sensory system with the degree of psychological expectations, the customer satisfaction of the type of emotional element is formed Customer satisfaction levels are influenced by how well they perceive the value of the services, which in turn influences their propensity to return.

Repurchase intention, often referred to as retention, signifies a customer's willingness to repeatedly engage with a specific supplier or store It represents the crucial element of relationship marketing and manifests in two forms: repurchase and referral Repurchase intention is distinct from repurchase itself, which denotes the actual act of repeating a purchase Various factors influence repurchase intention, including the perception of value, product quality, and customer satisfaction It has been observed that prior purchasing behavior plays a significant role in shaping repurchase intention, indicating that consumers tend to repurchase products or services from vendors with whom they have established a positive experience.

Furthermore, strong repurchase intentions, which show customers' high levels of pleasure with the product while considering whether to use it, would help the product succeed, according to Thamrin and Denada S (2003) performance of commercially available goods.

Theoretical background of the research model

2.2.1 The Stimulus Organism Response model (SOR Model)

Figure 1: The Stimulus Organism Response model (SOR Model)

Pavlov's renowned theory of the Stimulus Response model was expanded upon by Woodworth (1929) in his Stimulus Organism Model (S-O-R) The first method to comprehend customer buying behavior was the Stimulus Reaction model Purchase decisions are successfully made with the aid of the customer's attributes and decision- making process The SOR model's fundamental element is a three-step procedure that takes into account the stimulus, organism, and response reaction In other words, environmental stimuli like music, store ambiance, merchandise displays, and store architecture cause people to feel certain emotions (pleasure, arousal, dominance) It goes without saying that in the field of retail and marketing, the desired result is one of approach rather than avoidance, which suggests a favorable intention to buy a product. This model is used to handle problems relating to human behavior because it greatly aids in understanding the reasons behind a person's conduct In order to explore the relationship between stimulus and reaction as well as how the organisms mediate these relationships, the stimulus-organism-response (S-O-R) model is typically used In this concept, the user's responses to stimuli can either be approached or avoided

Consequently, internal appraisals of individuals of numerous motions in the world cause these actions.

By incorporating elements like cognition and affect, researchers have expanded the SOR model's application, allowing it to capture the complex interplay between stimuli, emotions, and the resulting approach or avoidance behaviors This model highlights the role of cognitive evaluation in shaping consumer responses to environmental stimuli.

2.2.2 The theory of planned behavior

Figure 2: The theory of planned behavior (TPB Model)

In order to forecast a person's intention to engage in a behavior at a certain time and location, the Theory of Reasoned Action (TRA) was renamed the Theory of Planned Behavior (TPB) in 1980 The hypothesis was developed to describe all actions that people can exercise self-control over This model's most important element is behavioral intent, which is impacted by attitudes toward the likelihood that a behavior will result in the desired outcome and a subjective assessment of the risks and advantages of that outcome. According to the TPB, behavioral success is a function of both ability and motivation (intention) (behavioral control) It makes a distinction between the behavioral, normative, and control types of beliefs The TPB as a whole symbolizes a person's true level of control over a behavior.

According to the TPB, attitudes about conduct are influenced by ideas about what the behavior entails and its results Subjective norms are influenced by social standards beliefs and compliance motivation Perceived behavioral control is influenced by the existence or absence of factors that will make it simpler or more difficult to carry out the behavior As a result, behavior is driven by a causal chain of ideas, attitudes, and intentions Or, to put it another way, the construction of an intention is the outcome of the interaction between attitudes toward the conduct, subjective norm, and perceived behavioral control It can be possible to modify behavior by influencing these beliefs and the intentions they produce.

Overview of research papers related to the research

2.3.1 Examining the Role of Emotional and Functional Values in Festival Evaluation (Lee, J.S; et al 2011)

Figure 3: Model research proposed by Lee, J.S; et al 2011

In the context of the Boryeong Mud Festival in South Korea, Lee, Lee, and Choi investigated the causes and effects of multidimensional value and put forth a conceptual framework that includes several quality aspects, functional and emotional values, satisfaction, and behavioral intentions.

This research specifically identifies antecedents with emotional and practical value In addition, it looks into how much emotional worth, as opposed to functional value, affects satisfaction and behavioral intentions The results show that multidimensional values, such as emotional and functional values, helps festival organizers better comprehend festival guests' evaluative impressions.

The findings indicate that emotional and functional values enable festival organizers to better understand visitors’ evaluative perceptions regarding festivals It can help festival organizers in designing and budgeting for their festivals for a better experiment such as building on the festival program and advertise or maintain the natural environment Thus, the emotional value can make customers repeat visits and the willingness to spread positive word of mouth This study also encourages festival organizers to spend more funding on festival products and informational services to offer a level of quality that meets visitor expectations because festival products and informational services form a basic set of components that do not contribute to value, to satisfaction, or to favorable behavioral intention.

2.3.2 An empirical study to diagnose the outcomes of customers’ experiences in trendy coffee shops (Nadiri, H.; Gunay, G N 2013)

Figure 4: Model research proposed by Nadiri, H.; Gunay, G N 2013

This study investigates the impact of experiential marketing on young customers' experiential values, satisfaction, word of mouth, and revisit intentions.* A measurement instrument was developed to gauge the influence of consumers' perceptions of strategic experiential modules (Schmitt 1999) and service quality on their experience values.

As a result, Schmitt addressed experiential marketing through the five different sorts of experiences, known as strategic experiential modules, that marketers may build to meet the demands of their customers: Sense, Feel, Think, Act, and Relate These five factors will influence functional and emotional values, which are influenced by consumers' perceptions of strategic experiential modules (Berry et al 2002) and service quality.

According to the empirical findings, some strategic experiential modules and service quality judgments have a favorable influence on client experiences (functional and emotional) The findings also suggest that consumer pleasure can lead to favorable post- purchase behavior.

2.3.3 The effects of retail store characteristics on in-store leisure shopping experience (Triantafillidou, A.; et al 2017)

Figure 5: Model research proposed by Triantafillidou, A.; et al 2017

The purpose of this study is to investigate the impact of store attributes (such as product availability, product quality, store layout, employee politeness, décor, music, lighting, and aroma) on the many dimensions of in-store leisure shopping experience (i.e hedonic, flow, escapism, challenge, learning, communitas and socialization).

The study examined the influence of several store characteristics on seven categories of in-store leisure shopping experiences: hedonic, flow, challenge, learning, socializing, and communitas Unlike other research, Triantafillidou, A.; et al 2017 adds to the in-store entertainment purchasing experience in two ways: by throwing light on its multidimensional nature and by assessing the impact of different store items on distinct components of the in-store experience.

According to the findings, fashion merchants can provide distinctive in-store experiences to their customers by orchestrating the most influential in-store qualities To avoid possibly detrimental effects on customers' shopping experiences, goods variety should be carefully considered.

2.3.4 Factors affecting repurchase intentions in retail shopping: An empirical study (Chatzoglou,P.; et al 2022)

Figure 6: Model research proposed by Chatzoglou,P.; et al 2022

This study on factors influencing repurchase intentions in retail stores takes a comprehensive approach, considering the physical environment, shop interior design, staff and customer interactions, merchandise value and variety, and customer emotions within the in-store shopping experience This multidimensional perspective, including elements of environmental psychology, offers a unique contribution to the international retail literature and deepens our understanding of customer behavior in this context.

According to the study, customer satisfaction has many facets and can be conveyed in a variety of ways The quality of the products/services is also crucial in increasing loyalty and the repurchase intention When customers are satisfied with the quality of the merchandise they purchase, they have no incentive to shop at other stores for the same goods/services.

Hypothesis and proposal research model

Functional value, inherent to the product, aligns with consumer needs and spans product durability Consumers are influenced by product attributes like functionality, aesthetics, price, and quality Functional value can be parsed into price/value for money and quality/performance (Sweeney & Soutar, 2001) Price/value for money measures value based on perceived costs, while quality/performance gauges usefulness based on perceived quality and expectations Quality heavily impacts customer satisfaction, with consumers expecting high-quality products to deliver additional functional value (Choi et al., 2004).

Prior research has demonstrated that exterior cues like shop atmosphere and website quality may be used to predict product quality (Baker, 1994; Wells, 2011) As a result, if emotional content in online evaluations is outside of product quality and buyers are inclined to appreciate it, it can function as a signal of product quality On the one hand, product quality cannot predict emotional content since customers' emotional reactions to the same product vary On the other hand, as previously noted, customers have frequently used emotions to support purchase decisions As a result, emotional content in evaluations might serve as a barometer of product quality Additionally, emotional content as an experience signal is more accessible to consumers (Gendron, 2012), and pleasure has been demonstrated in further study to have a favorable influence on purchase behavior market (Hasford, 2015; Mummalaaneni, 2005).

As a result, two hypotheses are proposed to study the influence of perceived product quality on functional and emotional value.

Hypothesis 1: Product Quality is positively associated with Functional Value.

Hypothesis 2: Product Quality is positively associated with Emotional Value.

Experience quality is claimed to have a similar direct and significant impact on satisfaction and perceived value as service quality does (Baker, Crompton 2000) Several studies have revealed how perceived value affects total pleasure (Cronin 2000; Backman 2002) According to Parasuraman et al (1985), "customers compare the service they expect with the service they receive to determine perceived service quality." Although there are numerous internal and external elements that might influence how well a service is perceived, these criteria cannot be applied uniformly to all consumers since how well a service is perceived by an individual customer relies on their unique experience with that service Perceived value is defined as “a consumer's overall assessment of the utility of a product based on perceptions of what is received and what is given” (Zeithaml 1988) While Oh (1999) suggested that service quality is a precondition for customer value, Rust and associates (2000) suggested that perceived quality has a positive impact on perceived value Imrie et al (2002) point out that consumers' perceptions of value are significantly influenced by service quality In a more recent study, Choi et al (2004) contend that the judgment of value is significantly, favorably, and directly influenced by perceptions of service quality Thus, this study examines how functional and emotional values (also known as experience values) are influenced by perceived service quality Also, a study of the literature revealed that customer value is influenced by service quality (Fornell 1996) According to Oh (1999; Imrie et al 2002), service quality is a need for customer value and has a significant impact on how much consumers appreciate services (Sweeney et al 1999) Value evaluators are significantly, favorably, and directly influenced by perceived service quality (Choi et al 2004).

Therefore, in order to investigate the impact of perceived service quality on experience (functional and emotional) value, two hypotheses are put forth.

Hypothesis 3: Service Quality is positively associated with Functional Value.

Hypothesis 4: Service Quality is positively associated with Emotional Value.

According to Jin-Soo Lee, Choong-Ki Lee, and Youngjoon Choi (2010), a handy physical facility is better connected with functional value because it directly affects how customers evaluate the overall quality of the coffee shop The authors (Bitner 1992) discover that convenient facilities increase loyalty indirectly through satisfaction Similarly, Lee, Lee, and Yoon (2009) discovered and investigated links between convenient facilities and perceived value for first-time and repeat customers It means that simply having a convenient facility is a predictor of value for almost all kinds of customers The facilities now can create emotional value which has a more significant impact on both consumer satisfaction and behavioral intentions As also shown by Beerli and Martin 2004; Echtner and Ritchie 1993, rising levels of functional and emotional advantages by upgrading the facilities of the coffee shop from convenient facility aspects seen by customers increase emotional and functional values.

Hypothesis 5: Convenient Facility is positively associated with the Functional Value. Hypothesis 6: Convenient Facility is positively associated with Emotional Value.

Terblanche and Boshoff (2004) contend that the store atmosphere, which is an in-store characteristic controlled by coffee shop operators, might impact consumers' experiences The store atmosphere is a part of all encounters of a business that can cause emotional, physical, cognitive, and spiritual experiences in customers (Sachdeva and Goel, 2015) Therefore, people tend to choose coffee shops that have a store atmosphere and vibe that are suitable for their use, which also contributes to expressing the role of Store

The store's atmosphere significantly impacts the customer experience by creating functional and emotional value According to Foster and McLelland (2015), atmospheric cues like lighting and music can enhance immersion, leading customers to lose track of time and become engaged with the environment These sensory elements serve as triggers for memorable interactions, extending the usage time of cafe products/services Thus, atmosphere factors play a crucial role in shaping customers' emotional experiences, ultimately influencing both functional and emotional value throughout their journey at the coffee shop.

Hypothesis 7: Store Atmosphere is positively associated with the Functional Value. Hypothesis 8: Store Atmosphere is positively associated with the Emotional Value.

Value is defined as the customer's total assessment of the service's net worth based on the advantages sought and the expenses of acquiring and employing the services (Hellier, 2003; Zeithaml, 1988) Many previous research has discovered that perceived value is a major driver of consumer satisfaction (Kim and Park, 2017a; Williams and Soutar, 2009; Rasoolimanesh et al., 2016).

Based on SOR model, the environmental stimuli influence an emotional state, and that emotional state influences behavior in that environment According to Nasution and Mavondo (2008), the phrase perceived is represented in the experiential viewpoint, which holds that value evaluation is influenced by the consumers' experience Since perceived value is a larger term that includes social, emotional, functional, epistemic, and conditional value as aspects of consumption value (Sweeney, Soutar 2001), it cannot be seen as a trade-off between quality and price (Sheth et al 1991) Woodruff (1977) used three dimensions to measure customer perceived value: "economic benefits," "cognitive benefits," and "emotional benefits"; Grewal et al (1998) believed that two cognitive dimensions could be divided, namely "acquisition value" and "transaction value"; Holbrook (1996) measured by three dimensions: (1) extrinsic value and intrinsic value; (2) self-oriented value and other-oriented value; (3) active value Mathwick et al (2001) used "economy" and "experience" as two dimensions to measure Regardless of that the labels employed by the aforementioned scholars varied, their goals are always focused on

"consumer perception" and "customer benefit."

Despite the fact that relevant literature provides multiple viewpoints for assessing consumer value, experiential value and its impact on customer pleasure are rarely addressed (Wu, Liang 2009) In the study of the links between perceived value and customer satisfaction, empirical investigations of traditional merchants revealed that perceived value effects customer satisfaction positively in the fast food case (Cronin et al., 2000; Eggert & Ulaga, 2002) In investigations of online shopping websites and e- commerce, a similar conclusion was offered (Hsu, 2006; Yang & Peterson, 2004) Wang et al (2004) (focusing on the telecom industry in China), Tung (2004) (SMS service in Singapore), Lin and Wang (2006) (mobile commerce in Taiwan), and Turel and Serenko (2006) (mobile services in Canada) all found that perceived value is positively related to customer satisfaction in the telecom industry Hence, hypotheses 9 and 10 are proposed as follows:

Hypothesis 9: Functional value factors is positively associated with the Customer satisfaction.

Hypothesis 10: Emotional value factors is positively associated with the Customer satisfaction.

2.4.1.4 Customer satisfaction and repurchase intention

According to the definition of satisfaction, fresh capabilities or multiple attributes could satisfy any customer's requirement or want on a regular basis while using more effective strategies than the competition (Nossimat, 2021) Discuss how several diverse research workers have termed it in different ways as a form of full fulfillment If a company offers a product or service in accordance with client needs and desires, then we can claim that it will fully satisfy the needs of the customer.

Each customer's full satisfaction will depend on the standards of organization attributes that are available from a company, which may increase or decrease (Oliver, 1997) Customer evaluation of inventory or facilities in terms of whether the good or service meets the need is a very good way to describe customer loyalty Customers are those who purchase the goods or services provided by businesses; they may be either inside the company, such as reps, or outside.

Coyne (1989) proposes that customer satisfaction has historically been regarded as the most crucial component of any firm After the consumption of goods or services by the customer and the customer response toward the evaluation of the estimated discrepancy between past expectation and actual expectation As a result, satisfaction is regarded as a thorough post-purchase assessment by the customer.

When a customer is happy with a product or service, brand loyalty and a favorable perception of the product are more likely to develop (Aimee 2019) The outcome is a result of the customer's repeated purchase behavior A more in-depth analysis claims that customer care is more significant than outstanding service when it comes to causing the biggest difference in customer satisfaction.

Combining customer satisfaction is a broad evaluation that takes into consideration the total number of purchases and uses of a good or service over time Defined by Dominique (2003), when predicting customer consequent behavior and a company's past, present, and future performance, this is more fundamental and useful than exchange specificity consumer loyalty A company's interest in client loyalty is motivated by the whole level of customer satisfaction More recently, Ismail & Nazief (2016) argues that a customer's level of happiness may differ from previous purchases, and he or she may rate a product's quality based on how it affects customers' loyalty, which is the most important criterion.

In conclusion, customer satisfaction is a crucial factor for firms A satisfied customer is devoted, purchases more when a new product is introduced, and shares the product with those in his social circle In contrast to word of mouth from unhappy customers, which has the opposite impact, word of mouth from satisfied customers draws new customers to businesses, enhances their reputations, and lowers their promotional costs Customer satisfaction is therefore crucial to the purchasing process.

Hypothesis 11: Customer satisfaction is positively associated with the Repurchase intention.

We proposed the following model after deliberating and taking into account the factors and hypothesis above.

RESEARCH METHOD 30

Research design

The research was conducted through two research stages: secondary data research and formal quantitative research.

The study team creates several variables and builds an academic research model based on earlier relevant research articles During this process, hypotheses, questions, and scales for those questions are also created.

Utilizing quantitative questionnaires to gather data, determine the variables that have an impact on the research topic, and assess the magnitude and adequacy of the research model Data was gathered using an online survey based on questions created using a Likert scale and distributed to the research population including 200 CONG Café consumers The study's survey sample was created using a non-probability sampling technique and using SmartPLS software to do the data analysis.

Table 3.1.2.1: Nominal and interval scales

Have you ever been to

Collect the number of students who have been a customer of CONG Café

Compile the variations in responses between men and women.

Evaluate the relationship between students in different years and factors affect their purchase intention of CONG Café products.

What is your average monthly income?

Evaluate the relationship between average monthly income and factors that affect their purchase intention of CONG Café products

A 5-point Likert scale was used in the measurement The surveyors' agreement is expressed at 5 levels: Level 1 = Totally disagree; Level 2 = Disagree; Level 3 = Normal; Level 4 = Agree; Level 5 = Totally agree

The research team based the scales on earlier studies and changed a few phrases to better fit the topic.

A total of 8 scales and 30 observed variables were used in the study The qualitative study's findings that were used to calibrate the scale are as follows:

Product Quality PQ Likert 5 level Rosanti, N.;et al (2021); Lee, H.-J (2022)

Cong products have attractive decorations.

Cong products have a distinctive coffee taste.

The coffee flavor of the Cong café is very good.

Service Quality SQ Likert 5 level Lee, H.-J (2022)

Employees at the Cong café I visit respond quickly to customer complaints.

Employees at Cong café provide services very quickly.

The employees of Cong café are very kind.

Customers are allowed/encouraged to stay for as long as they like.

Convenient Facility CF Likert 5 level Lee, J.S; et al (2011) The parking facility was convenient CF1

Cong café has enough seats CF2

Cong café is clean and tidy CF3

Good facilities (electrical sockets, wifi).

Store Atmosphere SA Likert 5 level Triantafillidou, A.; et al. (2017)

The interior décor at Cong café is attractive.

The music at Cong café is pleasant SA2

The lighting at Cong café is appropriate.

Cong café’s aroma is pleasant SA4

Functional value FV Likert 5 Nadiri, H.; Gunay, G level N (2013)

In Cong café products are reasonably priced.

Cong café offers value for money

In Cong café I receive good products for the price that I pay for.

Cong café is more economical than other coffee shops FV4

Emotional value EV Likert 5 level Nadiri, H.; Gunay, G

I enjoy being in Cong café EV1

Cong café makes me to revisit it EV2

In Cong café I feel myself relax EV3

Cong café makes me feel good EV4

Satisfaction CS Likert 5 level Chatzoglou,P.; et al (2022)

Cong café does a good job with the satisfaction of my needs CS1

I am very satisfied with the products provided by Cong café.

The experience that I have had with

Cong café has been satisfactory

Repurchase Intention RI Likert 5 level Chatzoglou,P.; et al (2022)

I intend to shop at Cong café again in the future RI1

I am likely to visit Cong café again in the future.

I will probably use the products of

Cong café in the future.

I will shop more at Cong café in the future

Data analysis method

The research team used non-probability sampling (convenience sampling) in this study Due to cost and time constraints, the sample size for this study was calculated by referring to the researchers' calculating approach to verify the study's reliability: Hair et al (2009) state that applying the multiplication rule 5, i.e the number of observed variables multiplied by 5, will yield the study's minimum sample size to ensure reliability The Chapter 2 research model includes 7 latent factors and 33 measurable variables As a result, the sample size should be 33*5 = 165 observations The study's sample size was set at 200 to guarantee that the PLS-SEM analysis produced the most accurate results.

In this study, we collect and process data by using Smartpls software to analyze the properties of the research sample The scales are tested by data cleaning, measurement model evaluation and structural model evaluation.

3.2.2.1 Data entry, data cleaning and descriptive statistical analysis

Prior to data entry and analysis, the collected answer sheets undergo thorough scrutiny to eliminate inconsistencies and inaccuracies The resulting quality response table serves as the foundation for subsequent analysis To ensure data integrity, the author team meticulously reviews and verifies the votes gathered from the Google form, eliminating any potential errors The final sample size consists of 200 responses.

3.2.2.2 Evaluation of the measurement model

The model is evaluated based on Cronbach's alpha reliability, composite reliability coefficient (CR) and the value is assessed through Cross loading coefficient and extracted variance AVE.

This method allows the analyst to eliminate inappropriate variables and limit junk variables in the research process and evaluate the reliability of the scale through Cronbach's Alpha coefficient Cronbach's Alpha coefficient is used to measure the internal consistency of the scale Many researchers agree that the alpha coefficient of each scale from 0.7 to nearly 0.8 is usable, from 0.8 or more to close to 1, the scale has a good measure (Hair et al events, 2018).

This is known as the composite confidence, indicated by the symbol CR This type of confidence takes into consideration the observed variables' various loading factors If the

According to Hair et al (2017), the external load factor (normalized) must be 0.708 or more since the normalization coefficient is proportional to the variance If the external load factor is larger than 0.4 but less than 0.7, it is vital to assess if the AVE coefficient rises when the observable variable is removed; if the AVE is higher, remove that variable; and if the AVE does not increase, retain the same variable.

In addition, Hair et al (2017) also stated that if the AVE value reaches 0.50 or more, this shows that the research concept will explain more than half of the variance of its observed variables If the AVE value is less than 0.50, this means that more errors still exist in the variables than the variance is explained by the research concept.

According to Henseler et al (2009), discriminant value refers to whether a hidden variable is actually different from other research variables in the same model There are two ways to evaluate:

Fornell & Larcker (1981) conditional region: Compare the square root of the AVE of each research variable with the correlation (Pearson) between that research variable and other research variables The square root of AVE should be higher than the correlation of other research variables.

According to Hair et al (2018), the relationship between the research variables, the intensity, the impact of the independent variables on the dependent variable must be tested with the following steps:

To test the multicollinearity, the author relies on the variance inflation factor (VIF) with the VIF index < 5 or the TOL tolerance > 0.20 (Hair et al., 2017) In the context of PLS- SEM, a tolerance value of 0.20 or less and a VIF value of 5.00 or higher can cause multicollinearity (Hair et al., 2017).

Test the relationship in the structural model

Because PLS-SEM does not assume that the data must be normally distributed The absence of a normal distribution means that the parametric tests used in the regression analysis cannot be applied to check whether the outer weight, outer loading and path coefficients ) is statistically significant or not Therefore, PLS-SEM uses a coefficient that is statistically significant depending on its standard error obtained through bootstrapping to test the significance level Magnify the sample size to 5000 samples to assess the impact relationship, the level of explanation, and the degree of impact:

Use path coefficients and p-values to evaluate impact relationships If the 95% confidence level or the p-value < 0.05 is statistically significant (Fornell & Larcker, 1981).

Test of coefficient of determination R2

The quality of the proposed research model is evaluated based on the R2 value of the dependent variables R2 measures the squared correlation between the predicted value and the actual value of a particular dependent variable It ranges from 0 to 1, with higher values indicating better forecast accuracy As suggested by Henseler et al (2009), R2 values of 0.75, 0.5, and 0.25 represent strong, moderate, and weak forecast accuracy, respectively.

Result of effect size test f2

The change in the value of when a specific independent variable is eliminated can be f2 used to determine whether the omitted variable has a substantial influence on the independent variable or not This measure is known as the impact factor.f2

The values correspond to 0.02; 0.15; and 0.35 for small, medium and large impact f2 values of the independent variable (Cohen, 1988) If < 0.02, it is considered to have no f2 effect.

Check the relevance of the forecast Q2

This index adopts the Q2 out-of-sample predictive capacity assessment index in SmartPLS to assess the overall quality of the model It correctly predicts data that is not used in model estimation This method uses Blindfolding procedures for a discontinuity

D According to Tenenhaus et al (2005) if all the component models have Q2 > 0, then the research model has overall quality.

DATA ANALYSIS RESULTS 41 4.1 Description of the study sample

Scale evaluation results

Table 4.2.1a results show that the scales are reliable Cronbach's Alpha are all greater than 0.7, so the scale is reliable (Hair et al (2009)) In addition, the combined reliability of CR is all greater than 0.7, namely greater than 0.8 and the extracted variance AVE is greater than 0.5, therefore no variable is excluded from the research model.

Table 4.2.1a: Cronbach Alpha, CR và AVE reliability analysis

Table 4.2.1b results show that The loading coefficients are all greater than 0.7, however, there are 2 variables in the range of 0.6 to 0.7, namely CF3 and SA1, the research team still keep these observed variables to ensure in terms of content value and the corresponding scale of these variables all reached Cronbach's Alpha, CR and AVE

PQ1 and SQ4, observed variables, are excluded from the research model due to their respective limitations PQ1 is isolated within a single factor, while SQ4 exhibits a factor loading below 0.6 These characteristics limit their significance and reliability in the analysis.

Table 4.2.1 b: Result of factor loading factor in the first time

CF CS EV FV PQ RI SA SQ

After deleting the variables with unqualified loading coefficients, the findings demonstrate that all of the remaining variables are left intact and will be used in the next test stage In addition, the research team found that all of the observed variables in the model had reached the convergent value, which means that the components accounted 50% of the variation in each observed variable.

Table 4.2.1c: Result of factor loading factor in the second time.

4 The analysis results from Table 4.2.1d show that: The square root value of AVE of each concept is larger than the correlation coefficients between latent variables Thus, the concepts gain distinctive value.

Table 4.2.1d: Correlation between research concept structure (Fornell-Larcker)

The results of the VIF coefficients of the conceptual structures in this study are all less than 2, indicating that the phenomenon of multicollinearity between the independent variables has no effect on the research hypothesis, does not limit the value of R2, and does not distort/change the sign of the regression coefficients.

Regarding the R2 results as shown in Table 4.2.2b, it shows that the structural model has good quality from 0.438 to 0.677 It showed that the model explained 42.9% of functional value, 46.6% of emotional values, 67.8% of customer satisfaction and 47.9% of repurchase intention of customers The results are presented in Table 4.2.2b below:

The results of Table 4.2.2c show that Product quality (PQ) has the strongest impact on the level of Functional value (FV) (0.070) but has the small impact on Emotional values (EV)

(0.017) In contrast, the extent to which Service quality (SQ) affects the Functional value (FV) and Emotional value (EV) of customers are both relatively high compared to other factors, at 0.068 and 0.083 respectively.

Emotional values exert a significant influence on customer satisfaction (CS), with a path coefficient of 0.593 Enhanced CS positively affects repurchase intention (RI) with a coefficient of 0.931 Notably, store atmosphere (SA) has a minimal impact on functional customer values (FV) at Cong Cafe (0.013).

Table 4.2.2c: Result of effect size test f²

All variables are between 0.25 and 0.5, showing that the model is predictive on average Therefore, the research model is qualitative and appropriate The results are presented in Table 4.2.2d below:

Table 4.2.2d: Result coefficient (Q²) in the model

SQ 600.000 397.384 0.338 The path coefficients are illustrated in the structural model through Figure 9 below Observed variables PQ1 and SQ4 were excluded to ensure the reliability and validity of the model.

Figure 9: Research model after testing by SmartPLS

Structural model is used to analyze and estimate the relationship of latent factors To test the relationship between variables, the authors tested bootstrapping 5000 times The results of Table 4.2.2e show the results of the hypothesis, all hypotheses H1, H3, H4, H5, H6, H8, H9, H10, H11 are statistically significant at 1% Hypothesis H2 and H7 are not statistically significant.

Hypothesis 1: Product quality factors is positively associated with the Functional value, has the β=0.220 và p=0.004 Therefore, it can be concluded that factor “Product Quality” (QC) is significant in the model.

Hypothesis 2: Product quality factors is positively associated with the Emotional value, has the β=0.106 và p=0.144 Therefore, it can be concluded that factor “Product Quality” (QC) is not significant in the model.

Hypothesis 3: Service quality factors is positively associated with the Functional value, has the β=0.218 và p=0.005 Therefore, it can be concluded that factor “Service quality” (SC) is significant in the model.

Hypothesis 4: Service quality factors is positively associated with the Emotional value, has the β=0.231 và p=0.000 Therefore, it can be concluded that factor “ Service quality” (SC) is significant in the model.

Hypothesis 5: Convenient facility factors is positively associated with the Functional value, has the β=0.329 và p=0.000 Therefore, it can be concluded that factor “Convenient facility” (CF) is significant in the model.

Hypothesis 6: Convenient facility factors is positively associated with the Emotional value, has the β=0.324 và p=0.000 Therefore, it can be concluded that factor “Convenient facility” (CF) is significant in the model.

Hypothesis 7: Store atmosphere factors is positively associated with the Functional value, has the β=0.118 và p=0.132 Therefore, it can be concluded that factor “Store atmosphere” (SA) is not significant in the model.

Hypothesis 8: Store atmosphere factors is positively associated with the Emotional value, has the β=0.234 và p=0.004 Therefore, it can be concluded that factor “Store atmosphere” (SA) is significant in the model.

Hypothesis 9: Functional value factors is positively associated with the Customer satisfaction, has the β=0.314 và p=0.000 Therefore, it can be concluded that factor

“Functional value” (FV) is significant in the model.

Hypothesis 10: Emotional value factors is positively associated with the Customer satisfaction, has the β=0.583 và p=0.000 Therefore, it can be concluded that factor

“Emotional value” (EV) is significant in the model.

Hypothesis 11: Customer satisfaction factors is positively associated with the Repurchase intention of customers, has the β=0.696 và p=0.000 Therefore, it can be concluded that factor “Customer satisfaction” (CS) is significant in the model.

Table 4.2.2e: Multivariable regression results – Bootstrap 5000 samples β Coefficient Sample mean T statistics P values Conclude

CONCLUSION AND RECOMMENDATIONS 51 5.1 Meaning of the study

Conclusion and implications

By creating a soothing and enjoyable atmosphere, managers cultivate customer satisfaction This positive experience translates into favorable reviews and positive word-of-mouth, creating a mutually beneficial relationship where both the customer and the establishment reap the rewards of a positive image.

While people are prepared to pay a premium price for a fantastic experience, excessive pricing may lead to discontent Cong Café must be concerned about this As a result, in order to provide both emotional and functional value to consumers, a coffee shop must provide a nice environment in addition to fair costs, especially in a nation like Vietnam where the major focus is on students who are price sensitive This will increase client satisfaction and word-of-mouth As a consequence, consumers will grow loyal, and the café will benefit from increased traffic and cross-selling.

Cafe owners and managers must make every effort to understand their customers' requirements and desires Additionally, managers must ensure that staff are completely informed about the level of service that is expected A training program is advised to boost staff performance Furthermore, managers must constantly monitor customers' perceptions of their products, as well as their most recent needs, if they are to keep their marketing tools up to date This keeps their customers happier and more satisfied.

Cong Cafe's global presence emphasizes experiential marketing to foster customer-centric environments Despite the significance of emotional and functional values in customer satisfaction, product quality notably impacts functional values but not emotional values This insight can guide other hospitality businesses Notably, Ho Chi Minh City's Cong Cafe management should strengthen relationships between variables that influence customer experiential values The high popularity and favorability among university students indicate customer tolerance and positive perceptions The study concludes that consumption is holistic, and experiential marketing can enhance customer happiness by creating experiential value.

To improve overall client happiness, hospitality managers should concentrate on strategic experiential modules and service quality.

To thrive in today's competitive market, organizations need a competitive advantage, including experiential marketing Management must prioritize customer service and strive to meet customer expectations Customers' buying decisions are not solely based on logical reasoning and product attributes but are also influenced by experiences By understanding these experiences, managers can develop marketing strategies that enhance the operational environment and positively impact customers' perceptions of experiential value.

The findings of this study are consistent with the hypothesis that customer happiness is driven by experiential value and is influenced by service quality and experiential marketing techniques No study has been published in the literature that demonstrates how experiential marketing, experience value, and customer happiness all work together to influence customers' post-purchase behavior Therefore, this study may serve as the foundation for future research on experiential learning modules and post-purchase behavior By giving managers a fresh perspective on experiential marketing and offering scientific support for the implementation of experiential marketing techniques, this study also benefits managers.

Further study might be done in several coffee shops, in the same places in various countries, or in different sub sectors The study should be compared to determine the general outcome of the model suggeted Future studies could also concentrate on how consumer experiential values affect customer satisfaction and how that affects consumers' purchasing intentions The representativeness of the sample where convenience sampling and non-probabilistic sampling methods were utilized places restrictions on the extrapolation of findings and conclusions from this study However, all of the respondents were college students, and data were gathered most in UEH University As a result, it could be challenging to apply the findings to different client groups, industries, or nations.The moderating effect of demographic variables is not taken into account by the suggested structural equation model, which may need additional investigation.

Limitations

One of the study's key flaws is the sample selection procedure The sampling method used was non-probability convenience sampling, which is prone to bias and may not offer a highly representative sample of the community under investigation Therefore, the findings from such a sample may lack generalizability and may not be valid for concluding the larger population More rigorous and representative selection approaches should be used to choose study participants to address this constraint and improve the validity of future research.

Another limitation of this research is the research's chronological and spatial limits, as it was done primarily in Ho Chi Minh City for a restricted duration Despite the study team gathering 200 survey forms, this sample size may not be indicative of other towns or areas in Vietnam, or even other nations To strengthen the generalizability of the findings, the study must be replicated in multiple places and under varied conditions Moreover, the study concentrated primarily on coffee shop service, which may have distinct features and client expectations that differ from those of other businesses.

A third limitation of this study is connected to the survey subjects The bulk of those who took part were university students who frequented coffee shops via social media networks As a result, the results may not be entirely representative of the general population.

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Appendix 1: The questions of quantitative research

Functional value FV Likert 5 level Nadiri, H.; Gunay, G

Ordinal numbers Target Number of people Percent

3 million VND - Under 5 million VND 90 45.0

APPENDIX 3: Result of checking the measurement model

Cronbach Alpha, CR và AVE reliability analysis

Result of factor loading factor in the first time

Result of factor loading factor in the second time.

Correlation between research concept structure (Fornell-Larcker)

APPENDIX 4: Result of checking Structural Model

Result of effect size test f²

Result coefficient (Q²) in the model

The questions of quantitative research