The impact of perceived value on customer satisfaction and brand loyalty: Research domestic coffee chains in Ho Chi Minh City

Brand loyalty is a factor that business units want to have, it shows consumers' commitment and preference for a brand compared to the brands of competitors. The impact of perceived value on customer satisfaction and brand loyalty is very important for business units operating in today's globally competitive context. By clarifying these influences, marketers can devise strategies to enhance customer satisfaction and brand loyalty from an understanding of perceived value. The objective of this research is to examine the impact of perceived value on customer satisfaction and brand loyalty for domestic coffee shop chains in Ho Chi Minh City, subsequently, suggesting some recommendations to increase satisfaction and brand loyalty for domestic coffee shop chains in this market. The research was conducted through the following stages: (i) Qualitative research using in-depth interviews and group discussions; (ii) Extensive research with 285 valid interviews; (iii) Formal research with 1,000 valid interviews, using a Likert scale with five points ranging from "Strongly disagree" to "Strongly agree" and collected data processed with Smart software PLS 3.0 with PLS-SEM technique.