Vietnam is one of the world’s largest coffee producer and exporter. There are a lot of coffee
shop and coffee chain in Vietnam, both of domestic and international brands. Each coffee
store has its own secret to be success. For instance, Giảng Caphe famous by eggs coffee, Cộng
Caphe, famous by style, decoration, Polygon Caphe, Like Caphe famous by music.
Start searching the word “cửa hàng cà phê” on searhing engine, the result was something like
top unique coffee store, top check-in coffee, top favorite coffee environment. The author
realized that the physical environment is one of the most important factors that influence on
Cộng Caphe is a well-developed Vietnamese coffee brand, well-known by customer with
many stores all over the country. Currently, Cộng Caphe is losing their income so as the
preference of the customer because of the appearance of many competitors. The author
decided to find out solutions for their physical environment and increase customer satisfaction.
Physical environment is a very important factor in every firm.
Customer satisfaction also plays a critical role in interaction between customer and business,
especially the food industry. If the business can bring customer a high satisfaction, customers
will continue use the services and suggest the services to other people. It will lead to
profitability growth, sale increasing. This research will point out the relationship between
physical environment and customer satisfaction, thereby offering solutions to enterprises in
improving physical environment to increase customer satisfaction.
The research aims to:
Analysis the current component and situation of Cộng Caphe’s physical environment
Analysis the extent of the influence of these factors on customer
Provide solutions for Cộng Caphe’s performance to improve consumer’s satisfaction
This research includes five main parts: Introduction, Literature review, Methodology, Analysis
and Recommendation/ Conclusion. After data analyzing, the relationship between physical
environment and customer satisfaction were confirmed, the problem on Cộng Caphe’s
customer satisfaction was found. Therefore, general solutions are provided to improve3
customer satisfaction. Some limitation of the research will also be provided with
recommendation for future research