REVISIT INTENTION OF MILLENNIAL GENERATION ON “SUBSIDY” COFFEE SHOP

Abstract

The research focuses on the “subsidy” coffee shop model in Da Nang city, which is one of the new models appearing in recent years. Semi-structured interview method was applied to find out the service usage characteristics and explore the factors affecting the intention to revisit to “subsidy” coffee shops of Generation Y. Interviewees ranged in age from 27 to 42 years old and had been to “subsidy” coffee shops. The results of the study clarified frequency, who came along, motives, and drinks. In addition, the study also shows that besides the factors of coffee shops (atmosphere, staff, drinks, location), personal factors (habits, preferences, fear of change) also affects revisit intention of millennial generation to “subsidy” coffee shops. Through the research results, the author suggests four solutions for coffee shops: (1) building a suitable atmosphere; (2) developing professional staff; (3) strictly managing beverage quality; (4) creating customer engagement.