REVISIT INTENTION OF MILLENNIAL GENERATION  ON “SUBSIDY”  COFFEE SHOP

Mai Thị Phượng; Lê Thái Phượng

doi:10.34238/tnu-jst.7083

REVISIT INTENTION OF MILLENNIAL GENERATION ON “SUBSIDY” COFFEE SHOP

About this article

Received: 10/12/22 Revised: 24/02/23 Published: 24/02/23

Authors

1. Mai Thi Phuong, Vietnam National University of Agriculture
2. Le Thai Phuong , Da Nang Architecture University

Abstract

The research focuses on the “subsidy” coffee shop model in Da Nang city, which is one of the new models appearing in recent years. Semi-structured interview method was applied to find out the service usage characteristics and explore the factors affecting the intention to revisit to “subsidy” coffee shops of Generation Y. Interviewees ranged in age from 27 to 42 years old and had been to “subsidy” coffee shops. The results of the study clarified frequency, who came along, motives, and drinks. In addition, the study also shows that besides the factors of coffee shops (atmosphere, staff, drinks, location), personal factors (habits, preferences, fear of change) also affects revisit intention of millennial generation to “subsidy” coffee shops. Through the research results, the author suggests four solutions for coffee shops: (1) building a suitable atmosphere; (2) developing professional staff; (3) strictly managing beverage quality; (4) creating customer engagement.

Keywords

Revisit intention; Coffee shop; Subsidy; Millennial; Da Nang

Full Text:

PDF (Tiếng Việt)

References

[1] N. Diep, “Subsidy period - How much nostalgia is enough?,” 2019. [Online]. Available: https://tuoitre.vn/ thoi-bao-cap-thuong-nho-bao-nhieu-thi-du-20190408225031529.htm. [Accessed December 6th, 2022].

[2] K. Yen, "Coffee Kingdom - Da Nang,” 2018. [Online]. Available: https://cadn.com.vn/vuong-quoc-ca-phe-da-nang-post190935.html. [Accessed December 6th, 2022].

[3] R. Zemke, C. Raines, and B. Filipczak, Generations at Work: Managing the Clash of Veterans, Boomers, Xers, and Nexters in Your Workplace. New York: American Management Association, 2000.

[4] N. A. A. Jalil, A. Fikry, and A. Zainuddin, “E-Atmospheric Effects on Youth Intention to Revisit a Café,” Procedia Economics and Finance, vol. 37, pp. 497-503, 2016.

[5] J. E. B. Cibro and H. Hudrasyah, “Factors that influence customer’s intentions to revisit café: Case study of Siêt Café in Bandung,” Journal of Business and Management, vol. 6, no. 2, pp. 284-300, 2017.

[6] C. H. Pangaribuan, A. Sofia, and M. F. Sitinjak, “Factors of coffee shop revisit intention and word of mouth mediated by customer sastifaction,” Journal of Management and Business, vol. 19, no. 1, pp. 1-14, 2020.

[7] S. H. Kim, S. R. Yoo, and H. M. Jeon, “The role of experiential value, novelty, and satisfaction in robot barista cofee shop in South Korea: COVID‑19 crisis and beyond,” Service Business, vol. 16, pp. 771–790, 2022.

[8] H. J. Lee, “A Study on the Effect of Customer Habits on Revisit Intention Focusing on Franchise Coffee Shops,” Information, vol. 13, no. 2, pp. 86-101, 2022.

[9] P. H. P. Nguyen and Q. D. Truong, “Factors affecting domestic tourists’ return intention: The case of tourist destinations in An Giang Province,” Journal Finance – Marketing, vol. 66, no. 6, pp. 64-74, 2021.

[10] T. T. Huynh and V. T. Tran, “Factors affecting women’s intention of repeatedly buying melasma treatment products in Ho Chi Minh City,” HCMCOUJS – Economics and bussiness administration, vol. 16, no. 2, pp. 17-29, 2021.

[11] L. T. T. Ho and T. K. L. Pham, “Factors deciding domestic tourists’ satisfaction and willingness to return in Soc Trang province,” Can Tho University Journal of Science, vol. 23b, pp. 162-173, 2012.

[12] H. C. Pham and T. K. L. Nguyen, “Factors affecting young people's decision to choose a Vietnamese branded coffee shop in Ho Chi Minh City,” Economy and Forecast Review, vol. 24, no. 778, pp. 82-86, 2021.

[13] M. H. Ha, “Factors Affecting the Selection of Coffee Store Chain by Consumer: a Case in Hochiminh City,” Journal of Trade Science, vol. 135, pp. 41-50, 2021.

[14] T. T. M. Nguyen, Principles and practice in economic management and business administration. Publishing House of the National Economics University, Ha Noi, 2020.

DOI: https://doi.org/10.34238/tnu-jst.7083

Refbacks

There are currently no refbacks.



Remember me