期刊名称：European Journal of Business and Social Sciences
印刷版ISSN：2235-767X
出版年度：2016
卷号：5
期号：8
页码：49-60
出版社：European Society of Business and Social Sciences
摘要：Vietnam coffee industry has been well-known over the world formany decades. However, Vietnam products do not meetTaiwan customers’ expectation, it has led to urgent challengesfor the industry. Therefore, the paper proposed the integratedapproach by using exploratory factor analysis, reliability analysis andregression analysis. The results of this study were used to formulateand recommend on how to improve the products of Vietnam coffee byusing SPSS statistics for analysis. The major findings of this paper wasfound out that there are six important determinants of Taiwanesedecision-making in buying coffee. In order to enhance customersatisfaction with the coffee products from Vietnam, the companiesneed right strategies to improve these six groups of factors. The papercontributes meaningful and helpful results to the development ofVietnam coffee industry.
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