Abstract

This study examines the relative contribution of perceived food safety and five established service attributes to Generation Z customers’ intention to revisit coffee shops in Hanoi. Data were collected using a five-point Likert-scale questionnaire administered to 200 respondents born between 1997 and 2008 who lived, studied, or worked in Hanoi. The measurement scales were assessed using Cronbach’s alpha and exploratory factor analysis, followed by multiple linear regression in SPSS. All six attributes were positively and significantly associated with revisit intention. Perceived food safety had the largest standardized coefficient (β = 0.302), followed by perceived price (β = 0.224), beverage quality (β = 0.217), location convenience (β = 0.194), coffee shop ambience (β = 0.165), and staff attitude (β = 0.157). The model explained 62.1% of the variance in revisit intention. The findings underscore the importance of observable hygiene cues, including clean preparation counters, sanitized utensils, and transparent ingredient information. Given the convenience sample and cross-sectional design, the results indicate statistical associations rather than causal relationships.

Keywords: Coffee shops, Generation Z, Hanoi, hygiene cues, perceived food safety, revisit intention.