Impact of Utilitarian and Hedonic Value on Satisfaction and Food Truck’s Visit Intention

Abstract

The study aims to assess the relationship between utilitarian and hedonic values, and customer satisfaction and visit intention in the context of food truck dining in Malaysia. Survey responses from 592 food truck customers were collected through customer intercept and an online survey. SPSS and PLS structural equation modelling were used to analyze the data and to examine the research hypotheses. Both hedonic and utilitarian value significantly influences customer satisfaction and visit intention. The result further indicates a significant relationship between customer satisfaction and visit intention to the food truck. The study contributes to the literature on food truck patronage and provides valuable insights for food truck operators and entrepreneurs aiming to explore in food truck business. The finding of this study is helpful for food truck operator who wants to succeed in this industry. Additionally, a government agency can also highlight the relevant key attributes of food truck dining to a young entrepreneur who intends to pursue the food truck business.