Open AccessThe Empirical Analysis to Enhance Taiwanese Satisfaction in Buying Vietnam coffee
Author(s) -
Thi-Nham Le,
Chia–Nan Wang,
Ying Huang
Publication year - 2017
Publication title -
international journal of advances in applied sciences
Language(s) - English
Resource type - Journals
eISSN - 2722-2594
pISSN - 2252-8814
DOI - 10.11591/ijaas.v6.i3.pp274-282
Subject(s) - exploratory factor analysis , order (exchange) , marketing , exploratory analysis , business , customer satisfaction , reliability (semiconductor) , computer science , finance , power (physics) , physics , data science , quantum mechanics , service (business)
Vietnam coffee industry has been well-known over the world for many decades. However, Vietnam products do not meet Taiwan customers’ expectation, it has lead to urgent challenges for the industry. Therefore, the paper proposed the integrated approach by using exploratory factor analysis, reliability analysis and regression analysis. The results of this study were used toformulate and recommend on how to improve the products of Vietnam coffee by using SPSS statistics for analysis. The major findings of this paper was found out that there are six important determinants of Taiwanese decision-making in buying coffee. In order to enhance customer satisfaction with the coffee products from Vietnam, the companies need right strategies to improve these six groups of factors. The paper contributes meaningful and helpful results to the development of Vietnam coffee industry.