THE INFLUENCE OF PHYSICAL ENVIRONMENT ON CUSTOMER SATISFACTION IN CASE OF CONG CAFE

Abstract

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 customer choice. 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