Consumer evaluation of food truck offerings through image, perceived risk, and experiential value

Abstract

ABSTRACT What satisfies food truck patrons? The current study attempted to answer this question by investigating the impacts of cognitive and affective image, perceived risk, and experiential value on customer satisfaction. Further, this paper looked to understand how satisfaction with food truck offerings translates into repurchase intention. To facilitate this research, a panel of Canadian and American food truck customers were surveyed. A total of 421 sample data were retained from online surveys and the relationships among the forementioned variables were analyzed through path analysis. The study findings indicate that a positive food truck image reduces customers’ perceived risk of dining at a food truck and increases the value they believe they can obtain from the operation. Furthermore, finding that reduced perceived risk and positive image and value perceptions can result in increased customer satisfaction and, in turn, increased repurchase intention. Theoretical and practical implications are discussed.