Citation

Lim, Kah Boon and Yeo, Sook Fern and Yan, Choong Ho (2019) Consumer Loyalty in the Food Truck Industry. In: Consumer Loyalty in the Food Truck Industry, 2018. (Unpublished)

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Abstract

Food tuck had become the popular choice for an entrepreneur starting a new restaurant business in Malaysia with a low investment and risk taken. The main objective of this study is to investigate the impact of service quality on consumer loyalty in the food truck industry. This study has employed SERVQUAL model which consist of the five independent variables which are tangible, reliability, responsiveness, assurance and empathy. The analysis result showed that four independent varaibles which are tangible, responsiveness, assurance and empathy have significant impact on consumer loyalty in the food truck industry except for reliability variable. From a practical point of view, this study may benefits the businessman in food truck industry because the discoveries of the study able to help the entrepreneurs for comprehending the significance of service quality also the food quality to retain a loyal customer.

Item Type:	Conference or Workshop Item (Paper)
Uncontrolled Keywords:	Customer loyalty, Consumer loyalty, Food truck, SERVQUAL, Reliability
Subjects:	H Social Sciences > HF Commerce > HF5001-6182 Business > HF5410-5417.5 Marketing. Distribution of products
Divisions:	Faculty of Business (FOB)
Depositing User:	Ms Suzilawati Abu Samah
Date Deposited:	19 Jan 2021 02:43
Last Modified:	19 Jan 2021 02:49
URII:	http://shdl.mmu.edu.my/id/eprint/7314

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