1. Full name: Nguyen Thi Huong Giang                          2. Sex: Female

3. Date of birth: 14/12/1990                                            4. Place of birth: Da Nang

5. Admission decision number: 1999/QĐ-ĐHKT dated 12/07/2019

6. Changes in academic process: Decision on allowing PhD students to extend their time in the training program No: 2166/QD-ĐHKT dated 14/7/2022.

7. Official thesis title: The influence of store environment factors on customer behaviors in restaurant service.

8. Major: Business Administration                                                           9. Code: 9340101.01

10. Supervisors: Assoc. Prof. Dr. Nham Phong Tuan

11. Summary of the new findings of the thesis:

In terms of academic:

Firstly, this thesis has examined the influence of the store environment on customer behavior based on two stages in the process of purchasing and using services, including perceptions and emotions during service encounter and repurchase intentions after using the service. From there, the thesis provides a more comprehensive view of the influence of three store environment factors on customer behavior in the process of buying and using services. In particular, the study allows to explore and compare the influence of different factors in the store environment on different aspects of customer perception, including customer's overall perception of store, perception of service quality and perception of food/drink quality.

Secondly, the thesis has made a new contribution in developing a research model by exploring the process of internal assessment of perception - emotion in customer psychology during the service encounter stage. From there, the thesis provides a scientific basis to better understand the psychological process of customers while using services at the restaurant under the influence of the store environment. At the same time, a research model was developed by adding moderator factors to understand the impact of customers' cognitive and emotional assessments during the service encounter stage on customers' repurchase intentions after using the service, based on different motivations and consumption experiences.

Finally, the research results complement the source of reference data and the scientific basis for the method of designing and adjusting the store environment at ethnic or themed cuisine restaurants in Vietnam to create positive effects on customer behavior at different stages in the process of purchasing and using services. Ethnic or themed restaurants from the mid-range segment and above can consider this as a theoretical basis for applying marketing measures to manage their restaurants.

In terms of practice

The thesis makes specific recommendations to improve the store environment factors and create positive effects on customer behavior in the purchasing process. This helps restaurant managers design an environment in which customers gain the most value at all stages of the buying process.

12. Further research directions:

Further research can:

(1) Develop research models by combining some other marketing factors that affect the service experience process and customer behavior.

(2) Consider including restaurant type, restaurant segment or geographical area as a control or moderator variable in the research model.

(3) Study the influence of store environmental factors on the actual behavior of customers.

13. Thesis-related publications:

Giang, N.T.H & Tuan, N.P. (2021). The influences of restaurant's design factors on customer behavioral intentions, Econiomics and Forcast Review, 27, 59-62.

Giang, N.T.H & Tuan, N.P. (2021). Exploring The Role of Store Environment in Creating Customer’s Perception, Emotion, Perceived Experiential Value and Behavioral Intentions. Quality – Access to Success (Scopus Q3), 22(185), 113-123.

Giang, N.T.H. (2021). The influences of store environment on customer perceptions and behavioral intentions in restaurant, International Conference For Young Researchers In Economics And Business, ICYREB 2021, 245-266.

Giang, N.T.H & Tuan, N.P. (2022). The Influence of Social, Design and Ambient Factors of Store Environment on Customer Perceptions and Behavioral Intentions. The Journal of Behavioral Science (Scopus Q4), 17(1), 27-42.

Giang, N.T.H & Tuan, N.P. (2022). The influences of store's ambient factors on customer behavioral intentions. VNU Journal of Economics and Business, 3(20), 21-30.

Giang, N.T.H & Tuan, N.P. (2022). The roles of employees in shaping customer perceptions and behavioral intentions in restaurants. Proceedings of International conference: Contemporary issues in Business and Management, Vietnam National University Press, Hanoi, 48-64.