Understanding Consumer Returning Decision with the Mediation of Willingness to Pay: A case study of Craft-beer Restaurants in Vietnam

Abstract

This research is aimed to explore and investigate the point of view of Vietnamese craft beer consumers about what would make them willing to pay and return to a craft beer outlet. In a growing consumer market with high demand, there are also a lot of competition. In such harsh condition, retaining already existed customer relationship becomes crucial for businesses. The findings showed that Access, Unique seeking, Hedonic, Social influence, and Willingness to pay have positive and direct effect on Returning decision. Moreover, Access, Local connection, Unique seeking, Hedonic, and Social influence have indirect effect on Returning decision through the mediation of Willingness to pay. The relationship between these factors with consumer intention to return was examined by partial least squares technique. Within the context of Vietnamese craft beer restaurants, this research’s findings hopefully could provide customer insight for the Food and Beverage sectors as well as provide recommendations for craft beer restaurants to attract more customer as well as keep them repeatedly coming.