| dc.description.abstract | This thesis is conducted for indicating the customer experience and customer loyalty towards coffee shops in HCMC. To be more specific, the study is deeply conducted into a brand called Phuc Long and to figure out the connection between customer experience and customer loyalty towards Phuc Long coffee shops. In this dissertation, customer experience is explored and analyzed from the customer experience clues including three independent factors: function clues, mechanic clues, and humanic clues. Therefore, these factors cannot explain detail about what affects the customer loyalty. This study finds out one more factor in mediation which makes the model to be a little more clearly, called customer perceived value, affected by customer experience clues and also lead to customer loyalty
Based on the previous analysis from many researchers, this research is believed to promote increased customer experience clues leading to the growth of customer loyalty of Phuc Long coffee shops. It is not only meaningful for the educational environment, but also a certain contribution to the Phuc Long brand in particular and the coffee shop industry in general.
To sum up, throughout the processing this research, it provides some knowledge and recommendations for future research. It also provides some helpful recommendations for Phuc Long coffee shop with the desire for growth in material and customer service, bringing customers more value and increasing loyal customers for Phuc Long. | en_US |
