The relationship between service quality and customer satisfaction at book cafes in Hanoi

Abstract

    The study was conducted to determine the relationship between service quality and customer satisfaction at Nha Nam Book Cafe and Dong Tay Book Cafe in Hanoi. Through on-site and online surveys on Google Form with 194 customers who are using these two stores' services, and combined with in-depth interviews with 6 service staffs; From the results of the questionnaire, the research team used the SPSS tool to analyze, process the collected data and give the correlation of the research problem; Using SEM linear structural model analysis, the study has shown that service quality has a positive impact on customer satisfaction. In order to create trust for customers to accompany the services provided by the store, the authors have made some suggestions to help book cafes improve their service quality, bringing satisfaction to customers.