Service Quality, Customer Satisfaction, and Loyalty in Hospitality. Gen Z Customer in Vietnamese Study/Work Cafés: A SERVPERF Approach

Nhu Thi Thu Trang (2025) Service Quality, Customer Satisfaction, and Loyalty in Hospitality. Gen Z Customer in Vietnamese Study/Work Cafés: A SERVPERF Approach. Menedzsment Kar (2025-)-.

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Absztrakt (kivonat)

This research aims to test the customer side of the Service-Profit Chain within the specificcontext of coffee shops in Vietnam that are used for study and work by Gen Z customers. Morespecifically, the paper examines whether the service quality perceived by customers translatesinto customer satisfaction, and whether customer satisfaction subsequently leads to loyalty. Ascoffee shops have grown significantly in recent years, this topic becomes increasingly relevantin a saturated market, where studying and working in coffee shops has emerged as a trendamong young people in Vietnam.This study follows a deductive approach, using a sample of 85 respondents from different citiesin Vietnam who recently went to a coffee shop for study or work purposes. The data wereanalyzed using Excel functions, and the relationships between service quality, customersatisfaction, and loyalty were examined through ordinary least squares (OLS) regression.The findings indicate that service quality has a positive effect on customer satisfaction, withTangibles, Assurance, and Responsiveness emerging as the key performance dimensionsinfluencing Gen Z customers in study/work cafés with Tangibles emerged as the strongestpredictor. Meanwhile, Empathy and Reliability were not found to significantly influencecustomer satisfaction in this context. The study also confirms a positive relationship betweencustomer satisfaction and loyalty. While the study offers useful insights for coffee shopstargeting study or work customers, future research could build on these findings with larger andmore diverse samples.

Intézmény

Budapesti Gazdasági Egyetem

Kar

Menedzsment Kar (2025-)-

Tudományterület/tudományág

NEM RÉSZLETEZETT

Szak

Gazdálkodási és menedzsment

Mű típusa:	diplomadolgozat (NEM RÉSZLETEZETT)
Kulcsszavak:	coffee, customer loyalty, customer satisfaction, fogyasztói elégedettség - vásárlói elégedettség, kávé, márkahűség, minőségügy, service quality, Vietnám, Z generáció
SWORD Depositor:	User Archive
Felhasználói azonosító szám (ID):	User Archive
Rekord készítés dátuma:	2026. Júl. 09. 11:04
Utolsó módosítás:	2026. Júl. 09. 11:04

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