The role of servicescape and social interaction toward customer service experience in coffee stores. The case of Vietnam

This study aims to investigate the effects of servicescape on customer satisfaction and loyalty – centered on social interaction and service experience in the cafe setting.,Data for this study were collected from approximately 1,800 customers at 185 coffee stores located in the three largest cities in Vietnam through the self-administered questionnaires.,The research findings pointed out the significant impacts of cafe servicescape on social interaction quality, including customer-to-employee interaction (CEI) and customer-to-customer interaction (CCI). Social interactions and servicescape were shown to remarkably influence customer experience quality, customer satisfaction and loyalty. Moreover, the study confirmed the interrelation between service experience, satisfaction and loyalty in the cafe setting.,This study provides marketers and service managers a deeper understanding of improving customer satisfaction and loyalty through the control of servicescape attributes and social interactions in cafe contexts.,This research explores the significant impacts of cafe servicescape on social interaction quality (CEI and CCI). Additionally, it provides insights within the role of social interactions to customer’s affective and behavioral responses in service settings, especially the CCI quality.