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This study aims to investigate the impact of service quality (SQ), perceived value (PV) and consumer satisfaction on Thai street food, with customer satisfaction (CS) as a mediator for customer loyalty and repurchase intention (RI). It also explores how consumer trust (CT) in Thai street food safety moderates these relationships.

Structural equation modelling (SEM) was utilised to analyse the complex interrelationships between various constructs. Multi-group analyses were conducted to investigate the moderating effects of CT on the structural model, considering two distinct groups based on trust levels: low and high.

The findings revealed that SQ and PV significantly influenced CS and behavioural intention, while the perceived quality of Thai street food had no significant impact on post-COVID-19 consumer satisfaction. The study highlighted the critical role of CT in moderating the relationships between SQ, PV and CS, with distinct effects observed in groups with varying trust levels.

The research emphasises the importance of enhancing SQ and delivering value to customers in the context of Thai street food, which can contribute to increased CS, RI and positive word-of-mouth. Furthermore, the study underscores the critical role of building CT in fostering enduring customer relationships and promoting consumer satisfaction and loyalty.

This research offers valuable insights into consumer behaviour and decision-making processes, particularly within the realm of Thai street food. It underscores the significance of understanding and nurturing CT, especially in the post-COVID-19 landscape, emphasising the need for effective business strategies and consumer engagement.

This study aims to investigate consumer decision-making styles (CDMS) in the context of street food. In addition to the original CDMS constructs, two additional constructs, namely food safety risks and environmental risks, were included based on relevant literature. Furthermore, the study explores the moderating role of social media celebrities (SMCs) in bridging the intention-behaviour gap in street food consumption behaviour.

The data were collected through an online survey, with 300 participants providing useable responses. Partial least squares (PLS) analysis was employed to analyse the data.

The findings indicate that out of the eight identified CDMS, six styles, specifically recreational (hedonistic shopping consciousness), price consciousness, novelty-seeking, impulsiveness, confusion due to over-choice and brand loyalty, significantly influence consumers' intention to consume street foods. Additionally, the results support the moderating role of SMCs. This suggests that the presence and influence of SMCs play a significant role in shaping consumers' intention and behaviours towards street food consumption.

This study contributes significantly to the literature by adding two additional constructs, namely safety risks and environmental risks in CDMS. Moreover, this study fulfils the intention-behaviour gap in street food literature by exploring the moderation effect of SMCs.

Despite its health benefits, vegetable consumption is low in urban Nigeria. Interventions have been successful in increasing urban Nigerians' vegetable intake in the home environment, but interventions doing so for popular out-of-home consumption are lacking. This study aimed to design, implement and assess an intervention to increase the vegetable intake of urban Nigerians through street foods.

A quasi-experimental design was applied in Lagos, Nigeria. During the intervention, 12 trained street food vendors (SFVs) actively promoted the health benefits of vegetables to their customers (using marketing statements and posters) and provided the option to buy an additional green leafy vegetables (GLVs) side dish to their meal. Purchases were observed, and a survey was conducted before and during the intervention to measure perceived meal quality and satisfaction. Six to eight weeks after the intervention, a mystery shopper visited the vendor to assess if they were still selling additional GLVs.

Almost half (46%) of the 1,506 observed customers bought additional GLVs during the intervention. Both at baseline (N = 452) and during intervention (N = 564), meal satisfaction was high. Users were on average more educated and older than non-users. Most vendors did not perceive the sale of additional GLVs as additional work. Six to eight weeks after the intervention, nine vendors (75%) were still selling additional GLVs.

This study showed that SFVs informing consumers on the potential health benefits of vegetables and offering these vegetables in street food dishes at a commercially viable price is an interesting option to increase vegetable intake.

There is a paucity of knowledge on how visual sensory cues impact consumers’ purchase behaviour and their satisfaction, especially in Ramadhan street food bazaar context. This study aims to investigate the effect of Muslim consumer’s visual sensory cues on Ramadhan street food purchase behaviour and satisfaction.

This study surveyed 367 Malaysian Muslim consumers to depict their purchase behaviour and satisfaction based on visual sensory cues during their visit to the Ramadhan street food bazaar.

The findings show that visual sensory evaluations of texture and appearance influence Ramadhan street food bazaar customers’ purchase behaviour. Meanwhile, visual cues of texture and taste of the street bazaar food significantly influenced satisfaction.

The result offers practice guidelines for small food operators to enhance their product placement and display to encourage consumer purchase behaviour. The findings highlight the importance of visual cues in foodservice businesses and how they affect consumers’ desire to consume Ramadhan street bazaar’s food products.

Paying attention to food presentation would allow the sellers to obtain customers’ attention and purchase intention. Subsequently, it allows the Ramadhan street bazaar food sellers to be more competitive and effective in their business operation techniques and services, eventually impacting their survivability and sustainability.

Existing literature shows conflicting views regarding street vendors in a place. They are considered both positive and negative. Their existence has rarely been examined from a combination of place-making and power theories. This research aimed (a) to identify the actors who transform Borobudur Food and Craft Market and the sources of power and actions carried out by these actors and (b) to find out the views of other actors about street vendors.

The design used in this study was an instrumental case study. The data were collected using semi-structured interviews and photo documentation. The sampling technique used was purposive sampling with several participants of as many as 12 persons consisting of 4 street vendors, 4 employees of the state-owned enterprise in charge of the Borobudur tourist site and 4 tourists. The data were analyzed through two-phased coding. To improve the credibility, participant validation was conducted.

This study made new findings. First, in a place, there are formal and informal place-making actors who transform the place with the sources of power they have and the acts of power they carry out. Both formal and informal actors can perform coercive and noncoercive acts of power. This shows the existence of contested power in a setting. Second, street vendors are viewed positively as well as negatively. Comprehensive policies need to be implemented by key actors to minimize the negative sides of the existence of street vendors and optimize the benefits from them.

Data collection was carried out when the Indonesian government implemented restrictions on public activities during the pandemic. At that time, tourism activities were very limited. In the future, researchers can use other techniques such as the self-report visual method because not all street vendors are fluent in expressing their opinions in interviews.

Both central and regional governments and local stakeholders can synergistically carry out a dialogue, seeking common ground to accommodate each other's interests. The next steps are to consistently apply the policies resulting from the dialogue and ensure that each actor plays a role according to their respective portion and authority.

Previous studies typically explain power as the possession of resources and relational attributes. This study has taken a different point of view, namely about acts of power contested in a certain place. Actors who have power are not always those who have formal legitimacy. Informal parties are considered powerless despite having power.

Given the scarcity of studies regarding religious food as a destination attraction and limited research on tourist halal food experience, this study aims to explore and compare halal food experience perceived by Muslim and non-Muslim tourists in a non-Islamic destination.

This study was carried out in a halal food street in Yuanjia Village, China. It used a qualitative approach and interviewed 16 Muslim tourists and 20 non-Muslim tourists.

Six themes and 18 attributes of halal food experience were identified. The findings revealed that Muslim tourists saw the reassuring options and religious value of halal food as important experiences. By contrast, the experiences of abundant choices, value for money, sensory pleasure and unique charm were frequently mentioned by non-Muslim tourists. The nature of halal food, the context of China (i.e. Chinese halal food culture) and the feature of research site (i.e. food operation of Yuanjia Village) work together to create such experiences.

To the best of the authors’ knowledge, this is one of the first studies to explore and compare halal food experiences of Muslim and non-Muslim tourists in a non-Islamic country (China). This study suggests that halal food could be an appealing destination attraction, even in non-Islamic destinations. Thus, this study contributes to a better understanding of the halal food experiences and assists destination marketers in promoting halal food.

Upon completion of this case study, students will be able to identify the key changes in the marketing environment affecting the industry, demonstrate the elements of the marketing mix in the fast-food industry, illustrate the crucial elements of customer value-driven marketing strategy, critique relevant marketing strategies that are crucial for business development and formulate effective market expansion strategies for Al-Chef Cafetaria to achieve sustainable competitive advantage in the VUCA world.

The Al-Chef Cafeteria, established by Ali Arif, one of the partners, became one of the most happening quick service restaurants (QSRs) in Patna. However, the outbreak of the COVID-19 pandemic disrupted the once-thriving fast-food market in the city as the government imposed lockdowns to restrict the onslaught of the pandemic. The relentless waves of the pandemic in the subsequent months severely impacted India and worsened the economic challenges. Consumer behaviour towards outdoor eateries, especially QSRs, became uncertain, which led to the exit of several smaller players in the industry. In June 2021, because of an uncertain future, Arif was forced to contemplate different business trajectories for survival and growth. Arif’s resilience was highlighted, as he endeavoured to revive his dream cafe. To start the café, Arif had quit a stable job in the Middle East. His journey mirrored the broader narrative of businesses navigating uncharted waters as the cafe transformed from a flourishing enterprise to one reeling from adversity and looking forward to undergoing a strategist lens for revival. Against an uncertain business landscape and wavering consumer sentiment, Arif grappled with the question of whether a return to normalcy was possible or if a new-normal system would emerge. This case study highlighted the challenges and uncertainties faced by the Al-Chef Cafeteria post-pandemic and the strategies needed to rewire the previous business model to chart a new growth trajectory.

This case is suitable for postgraduate-level marketing management or sales management (business development) courses in any of the following programmes: MBA programme, PG diploma in marketing management/PG diploma in hospitality and tourism management/PG diploma in sales management/PG diploma in food and beverage service/PG diploma in service management, part-time diploma programmes in management and executive programmes in management.

Teaching notes are available for educators only.

CSS 8: Marketing.

The coronavirus disease (COVID-19) pandemic continues to impact economic systems, with devastating consequences on livelihoods. Anecdotal evidence has predicted the adverse effects of COVID-19 on the livelihood of food system actors. Uganda experienced two lockdowns in March 2020 and June 2021 with varying government containment measures. During the first lockdown, fresh food market vending was deemed essential to meet urban food demand, and was consequently exempted from a total shutdown despite the ban on public and private transport. Thus, this study sought to examine the effect of COVID-19 containment measures on fresh food market vending businesses in Uganda.

Using primary data collected from fresh food market vendors, this study applied a pooled time-series estimation to examine the effect of the first lockdown COVID-19 containment measures on fresh food vendors' welfare.

The study revealed that COVID-19 had a significant negative impact on the income of fresh food vendors, with female vendors being the most affected. COVID-19 containment measures reduced the diversity of buyers, individual customers and the number of commodities traded in causing a greater impact on vendors' income.

The unavailability of data for vendors who did not return to the market at the time of data collection limits the scope of the study. Additionally, the absence of data for the second lockdown limited the analysis to only March 2020 lockdown period.

The empirical analysis highlights how vulnerabilities of different gender categories could be exacerbated by crises. The study provides empirical evidence of various market distortions caused by the COVID-19 pandemic and the disproportionate impact on women and men market vendors which calls for the need to integrate women's perspectives in future planning for market systems as well as advocating for gender-sensitive recovery responses.

The research aims to determine local food attributes for measuring and evaluating that appeal tourists to the gastronomic city of Phuket, Thailand.

The first step is, the item generation, which includes an in-depth interview. Secondly, scale purification includes the exploratory factor analysis, which generates a preliminary factor structure. In the final step, scale validation, confirmatory component analysis is used to test the items and dimensions.

The 33 items organized into eight dimensions: food quality, authenticity, hygiene, interpersonal, novelty, service provider, foodservice place and value added for a creative city of gastronomy were demonstrated to be valid and reliable after a thorough development process.

The findings assist practitioners in recognizing the many aspects of local food attributes, as well as how destination managers can employ these factors to promote a destination.

This research contributes to the theoretical literature on a gastronomic creative city, with more research into the links between destination management and other important concepts. In terms of the outcomes of a creative city of gastronomy management, this study might serve as a reference for destination managers and travel suppliers.