The role of servicescape and social interaction toward customer service experience in coffee stores. The case of Vietnam

Abstract

Purpose This study aims to investigate the effects of servicescape on customer satisfaction and loyalty – centered on social interaction and service experience in the café setting. Design/methodology/approach Data for this study were collected from approximately 1,800 customers at 185 coffee stores located in the three largest cities in Vietnam through the self-administered questionnaires. Findings The research findings pointed out the significant impacts of café servicescape on social interaction quality, including customer-to-employee interaction (CEI) and customer-to-customer interaction (CCI). Social interactions and servicescape were shown to remarkably influence customer experience quality, customer satisfaction and loyalty. Moreover, the study confirmed the interrelation between service experience, satisfaction and loyalty in the café setting. Practical implications This study provides marketers and service managers a deeper understanding of improving customer satisfaction and loyalty through the control of servicescape attributes and social interactions in café contexts. Originality/value This research explores the significant impacts of café servicescape on social interaction quality (CEI and CCI). Additionally, it provides insights within the role of social interactions to customer’s affective and behavioral responses in service settings, especially the CCI quality.

Importance-Performance Matrix Analysis (IPMA) to Evaluate Servicescape Fitness Consumer by Gender and Age

“…These results will add value to those responsible for fitness centers in making decisions to improve customer loyalty [ 13 ]. Therefore, our findings confirm previous studies from different sectors that showed that servicescape has a positive relationship with consumer loyalty [ 29 , 30 , 32 ]. In fact, this research aligns Ong and Yap´s (2017) study in which it was indicated that servicescape had a positive influence on consumers behavioral intentions in fitness centers [ 8 ].…”

“…Others, such as Madzharov, Block and Morrin (2015), also examined how ambient scents affect consumers’ perceptions and feelings and, subsequently, their purchase intention [ 28 ]. Recently, the study of Tran, Dang and Tournois (2020) has revealed the positive relationship between servicescape and consumer loyalty in coffee stores [ 29 ], as also indicated by the studies of Lee, Fu and Tsai (2019) and, Rai and Anirvinna (2019) [ 30 , 31 ]. Regarding studies that have analyzed both variables in the sports sector, Hightower, Brady, and Baker (2002) showed that there was a positive relationship in sporting event customers [ 32 ].…”

Contactless hospitality in a post-Covid-19 world

“…Consequently, the perception of innovativeness in terms of touchless technologies in tourism positively influences the visitors' behavioral intention (i.e. revisit intention) (Tran et al, 2020). This study focused on consumers' viewpoints of the future of contactless services and considered their readiness to receive the service by employing the consumer innovativeness theory.…”

Impact of Substantive Staging and Communicative Staging of Sustainable Servicescape on Behavioral Intentions of Hotel Customers through Overall Perceived Image: A Case of Boutique Hotels

“…On the other hand, a few research works have inquired about the impacts of the communicative staging of the sustainable servicescape in a hospitality context [9,29]. This study also encompasses the industry gap as earlier research was conducted in various categories of the hospitality field such as casual dining [30], coffee stores [31], opera events [32], airports [33], and health care settings [34], while the present research is executed in boutique hotels in Pakistan.…”