Factors that influencing customer’s satisfaction toward food trucks in kota bharu, Kelantan

The food truck began in Malaysia in 2014 when a new food truck arrived that offered menu items from restaurants at a lower price and affordable. People have acknowledged that food truck service is one of the most attracting services today. Therefore, the purpose of this study examined the relationship between customer satisfaction on the food quality, service quality and price and value toward food trucks in Kota Bharu, Kelantan. In this study, quantitative research was utilized to collect the data. A total of 384 responds was collected through the online questionnaire. The data was analysed using SPSS software. Findings indicated that customer satisfaction was influenced by three factors which are service quality, food quality and price and value of the foods. This study contributes to the existing theory and practice by providing deep understanding about the factors that affecting customer satisfaction toward service quality, food quality and price and the value toward food trucks in Kota Bharu, Kelantan.
Keywords: Customer satisfaction, food quality, service quality, price and value, food truck, online questionnaire, SPSS.