| dc.description.abstract | The purpose of this study explores the factors affecting customers' decision to visit a coffee shop in Ho Chi Minh city. The formal study was carried out using a quantitative method. The data was gathered from 310 valid questionnaires and processed with the software application SPSS utilizing reliability analysis (Cronbach's Alpha), exploratory factor analysis (EFA), correlation matrix, multiple linear regression (MLR), and one-way ANOVA. Research results show that most of the scales of research concepts are reliable and appropriate. Gender, age, occupation, and income do not change the value of relationships in the model. The study proposes various ideas to help enterprises and coffee shop operations become more effective, such as identifying the right target customers, focusing on improving the quality of products and services to retain old customers, attract new customers, and improve competitiveness. | en_US |
