Version 1
: Received: 29 December 2023 / Approved: 3 January 2024 / Online: 3 January 2024 (10:37:11 CET)
How to cite:
Pham, M.T. Measuring the Factors Impact on Firm Performance Recovery in Coffee Chain in Vietnam. Preprints2024, 2024010110. https://doi.org/10.20944/preprints202401.0110.v1
Pham, M.T. Measuring the Factors Impact on Firm Performance Recovery in Coffee Chain in Vietnam. Preprints 2024, 2024010110. https://doi.org/10.20944/preprints202401.0110.v1
Pham, M.T. Measuring the Factors Impact on Firm Performance Recovery in Coffee Chain in Vietnam. Preprints2024, 2024010110. https://doi.org/10.20944/preprints202401.0110.v1
APA Style
Pham, M.T. (2024). Measuring the Factors Impact on Firm Performance Recovery in Coffee Chain in Vietnam. Preprints. https://doi.org/10.20944/preprints202401.0110.v1
Chicago/Turabian Style
Pham, M.T. 2024 "Measuring the Factors Impact on Firm Performance Recovery in Coffee Chain in Vietnam" Preprints. https://doi.org/10.20944/preprints202401.0110.v1
Abstract
The recent market and pandemic, with their complex nature and unpredictable developments, have had a great impact on coffee chains. The recovery factor in today's fiercely competitive coffee market is also derived from customer satisfaction, and the product's perceived value and ever with businesses' capabilities and recovery strategies. The research is based on the Customer and Service Recovery Performance model. Therefore, this study aims to investigate the impact of the Customer Satisfaction premise on the service recovery of the coffee chain and some other effects. After collecting surveys from 300 customers who have used beverages at famous coffee chains in Vietnam and performing data analysis via SEM-PLS, the results show that customer satisfaction positively influences customer loyalty. Customer loyalty mediates between customer satisfaction, and price fairness affects the resilience of the coffee chain. In addition, the two factors, Flexibility, and Adoption, also positively affect service recovery performance. Therefore, for coffee chains, customers are an important factor, and they need to maintain customer loyalty. In addition, seek ways to increase flexibility and apply technology at stores so that the company has enough experience and capacity to respond promptly to difficult market conditions, natural disasters and epidemics. This study presents insights into how coffee chains can adapt to the dynamic business environment during the current difficult business environment.
Keywords
Customer Satisfaction antecedents; Flexibility; Adoption Technology; Service Recovery Performance
Subject
Business, Economics and Management, Business and Management
Copyright:
This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
