Page 42 - ICGE VII - ABSTRACT BOOK
P. 42
INTERNATIONAL CONFERENCE ON GLOBAL EDUCATION VIII
“Visioning the Future of Education”
FOOD TRUCK SERVICES AND CUSTOMER SATISFACTION IN
MALAYSIA: A STRUCTUAL EQUATION MODELING APPROACH
Fauziah Esman, Noniwati Ahmad, Akmalruljehan Samiun
(fauziah_e.poli @ 1govuc.gov.my,noniwati@polisas.edu.my, jehan@polisas.edu.my)
Abstract
Food truck is a transformation of street food and has contributed to the vitality of urban
life across cultures for centuries and this business currently becomes the worldwide
business trend. In Malaysia scenario, a food business operating by using a modified
trucks appeared fastest increased in Klang Valley. Due to this increasing, there is a
need to investigate the customer satisfaction on food truck in Malaysia. A total of 100
customers of food truck from Kuala Lumpur were chosen. The results show that there
was a high level of customer satisfaction on food truck services in Malaysia (min =
4.448). Hyphotheses H2 and H3 were supported that food quality and image have
positive relationship with customer satisfaction on food truck. Meanwhile, H1 and H4
were unsupported.
Keywords: Food truck, Physical Environment Quality, Service Quality, Image,
Food Quality, Customer satisfaction
40
