Purpose: Recently, as the qualified life of people improves according to the trend, various demands are created. The coffee shop was originally a shop that sold coffee. It has been developed in modern society in various forms and can satisfy the diversified demand of people. In the same way, as in the Vietnamese market, there are many new types of coffee stores in the era of globalization. However, Vietnamese local coffee shops could hold the top positions in the competition even though global franchise coffee shops had actively entered. Thus, this study investigated how the servicescape and the Vietnamese local coffee shop's service quality impact customer satisfaction and loyalty.
Research design, data, and methodology: This study verifies the hypothesis using the PLS-SEM (partial least square structural equation method) to confirm the effects of influence relationship between Vietnam's local coffee shop's servicescape and service quality on and customer attitude, satisfaction, and customer loyalty. We conducted a survey distributing to people who have visited Vietnam and collected valid 531 responses.
Results: Among the servicescape factors of local coffee shops in Vietnam, comfort littledoes not affects the attitude of customers;, and accessibility hads a significant impact on customer attitudes. We found that both The factor of service quality responsiveness and empathy of local coffee shops in Vietnam all influence customers' attitudes and that. The attitude of the Vietnamese local coffee shop to the servicescape affects the satisfaction and attitude towardfor the service quality and significant.
Implications: The implications of this study are as follows. ForIn order to provide better services to obtain consumer empathy, the role of employees is enormous. As shown in the analysis results, localization strategies are needed when entering the Vietnamese coffee market because responsiveness and empathy in service quality play an important role. It wouldwill be effective to create a system to educate employees appropriately in the local area and recruit talented personnel in hiring coffee shops.