Customer Satisfaction in Gourmet Food Trucks: Exploring Attributes and their Relationship with Customer Satisfaction

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Food trucks, Customer satisfaction, Restaurant attributes, Mobile food

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Daniels College of Business, Fritz Knoebel School of Hospitality Management


Gourmet food trucks (GFTs) have emerged as a new and unique restaurant segment with attributes of service similar to quick service restaurants and attributes of food quality similar to fine dining restaurants. Despite their popularity, little research exists on attributes of GFTs associated with customer satisfaction. This study investigated traditional restaurant attributes, including food quality, service quality, ambiance (physical environment), price/value, convenience, and brand personality, and their relationship to customer satisfaction in GFTs. Results indicated that price/value, service quality, physical environment, and brand personality had a significant positive relationship with customer satisfaction, while interestingly, food quality and convenience did not.

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