The Effects Of Store Atmosphere On Customer Loyalty In Coffee Shops: The Case Of Gen Z Customers In Ho Chi Minh City
Abstract
According to Statista, in 2021, while the total number of coffee shops in Vietnam
reached 1,116 stores, Ho Chi Minh City reflected a significant number of coffee stores
which was 544 stores. Stated differently, the highest number of coffee stores in this
city proves that the market is highly competitive for the stores to stay afloat.
Atmospheric factors such as music, scent, light, furnishing, etc. have been applied in
Vietnam coffee shops for the purpose of enhancing store atmosphere and creating a
relaxing space for customers’ conversations. Hence, the research aims to address the
effects of store atmosphere on the loyalty of customers in coffee stores, in this study,
it will concentrate on exploring those effects on generation Z customers’ loyalty. The
result of the study is expected to provide coffee shop owners with deeper understanding
towards store atmosphere as well as the loyalty of gen Z customers when it is enhanced
by the in-store environment; consequently, owners can choose a right path to set up
their unique selling points and survive among over 500 stores around the city.