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The influence of food trucks' service quality on customer satisfaction and its impact toward customer loyalty

Bagyalakshmi Gopi (Faculty of Health and Life Sciences, Management and Science University, Shah Alam, Malaysia)
Nusrah Samat (Faculty of Health and Life Sciences, Management and Science University, Shah Alam, Malaysia) (Cluster of Business Management, Open University Malaysia, Kuala Lumpur, Malaysia)

British Food Journal

ISSN: 0007-070X

Article publication date: 28 September 2020

Issue publication date: 5 October 2020

2891

Abstract

Purpose

Service quality has been highlighted as the vital element in fulfilling customers' needs, which contributes to the customers' evaluation on the services given. As food truck business is increasingly popular in Malaysia, it is important for the food trucks' service provider to ensure that their service quality meets the standard to satisfy the customers in order to build customer loyalty. Therefore, the aim of this study is to investigate the relationship between food trucks' service quality with customer satisfaction and its impact toward customer loyalty. The customer service was measured using service quality (SERVQUAL) attributes (tangibles, reliability, responsiveness, assurance and empathy).

Design/methodology/approach

A quantitative study was conducted to examine the influence of food trucks' service quality on customer satisfaction and its impact toward customer loyalty. A total of 100 food truck customers have been randomly selected to answer the self-administered questionnaire. Data collected were analyzed using frequency, descriptive, reliability, Pearson correlation and regression analysis.

Findings

Findings indicated that three out of five attributes of service quality have significant relationships toward customer satisfaction. They are tangibles (β = 0.225, p < 0.05), reliability (β = 0.349, p < 0.05) and assurance (β = 0.311, p < 0.05). Moreover, the customer loyalty (β = 0.643, p < 0.01) has a significant relationship with customer satisfaction.

Originality/value

Service quality can be characterized as the discrepancy between customer service standards and actual service. When expectations are higher than performance, perceived quality is less than acceptable and therefore consumer disappointment exists which eventually decreases customer loyalty toward a product or services. The study suggested that physical image of the food trucks' service like physical facilities, how the service being performed and also courtesy and knowledge of the food trucks' employees are very important to transfer confidence and trust to customers, which then will influence them to be loyal.

Keywords

Citation

Gopi, B. and Samat, N. (2020), "The influence of food trucks' service quality on customer satisfaction and its impact toward customer loyalty", British Food Journal, Vol. 122 No. 10, pp. 3213-3226. https://doi.org/10.1108/BFJ-02-2020-0110

Publisher

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Emerald Publishing Limited

Copyright © 2020, Emerald Publishing Limited

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