Abstract
Food trucks represent a unique dining option that encompasses elements such as culinary innovation, small business entrepreneurship, and cultural diversity. Grounded in the self-determination theory, this research aimed to examine a framework of ethnic food truck visitors’ satisfaction using symmetric and asymmetric approaches. Drawing from a sample of 416 online respondents, the symmetric analysis revealed that brand image mediated the relationship between the quality concepts (food quality and delivery quality) and satisfaction. In addition, destination image mediated the relationship between authenticity concepts (food authenticity and atmosphere authenticity) and satisfaction. Cuisine type partially moderated the structural model consisting of quality, image, and satisfaction. Through an asymmetric approach, the study identified configurations predicting high and low satisfaction, highlighting the combined effects of multiple ingredients. These insights provide valuable theoretical and managerial implications for understanding customer satisfaction within the food truck industry.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
