Factors That Influencing Customer’s Satisfaction Toward Food Trucks in Kota Bharu, Kelantan

Abstract

This empirical study investigates the relationship between customer satisfaction and critical factors such as food quality, service quality, and price and value within the food truck industry in Kota Bharu, Kelantan. The emergence of a new food truck in Malaysia in 2014, offering menu items from restaurants at a lower and more affordable price, gained significant attention and popularity among the public. This research examines the drivers of customer satisfaction in this context. A quantitative research approach was employed, utilizing an online questionnaire to collect data from a sample of 384 respondents. The collected data was then analyzed using SPSS software. The study's findings revealed that customer satisfaction is influenced by three key factors: service quality, food quality, and the price and value of the food trucks offer. This research contributes to existing theory and practice by providing a comprehensive understanding of the factors that impact customer satisfaction regarding service quality, food quality, and price and value within the food truck industry in Kota Bharu, Kelantan.