Dr. Nguyen Van Anh, Dr. Nguyen Thi Phuong Thao
The objective of this study is to evaluate the role of servicescape in service quality and behavioral intentions in the context of coffee shop services in Vietnam market. The study was conducted through a survey of 326 customers who had used the service at coffee shops. The results show that the concept of servicescape is a separate concept, playing an antecedent for service quality and behavioral intention. Therefore, confirming the important role of managing servicescape in coffeeshop in order to further improve both service quality and intention to return to use services of customers.