Coffee culture unravelled: exploring the coffee shop experience model in the Vietnamese context

Abstract

Amidst the captivating realm of the coffee shop experience, this study contributes to its significance across various literature streams and diverse forms. More specifically, the study focuses on the concept of the ‘ideal coffee shop experience’ from the perspectives of consumers and coffee shop owners/managers in Vietnam, drawing upon the experience economy and experience co-creation literature. The investigation takes place in Vietnam, a country renowned for its coffee exports and thriving coffee shop industry. Through qualitative data collected via interviews and an online questionnaire, the study uncovers divergent preferences between the supply and demand sides regarding the coffee shop's physical environment, product quality and variety, service staff performance/traits, and location or parking availability. Building on these findings, the study proposes the ‘supplier and consumer coffee shop experience’ model, which offers a comprehensive understanding of coffee shop experiences and provides valuable insights for practitioners and researchers in the relevant fields.