The relationship between servicescape towards consumers’ perceptions on food truck concept

• Published in: Heritage, Culture and Society: Research agenda and best practices in the hospitality and tourism industry - Proceedings of the 3rd International Hospitality and Tourism Conference, IHTC 2016 and 2nd International Seminar on Tourism, ISOT 2016
• Main Author: Ghazali N.; Bakar N.A.A.; Din N.
• Format: Conference paper
• Language: English
• Published: CRC Press/Balkema 2016
• Online Access: https://www.scopus.com/inward/record.uri?eid=2-s2.0-85016176248&partnerID=40&md5=41591a9b7d905c403af638497f452d1f

This study highlighted the latest trend of food and beverage industry which is food truck concept. This is a quantitative and exploratory study which was conducted to have a better understanding of the customer’s perception towards food truck concept by clarifying the factors of servicescape. The setting for the study was in Food Festival 2015 in Petaling Jaya, and 290 questionnaires have been collected. The result showed that there is a relationship between servicescape towards the consumers’ perceptions of food truck concept. This has proven that tangible items such as ambiance of food truck, layout, and visible signage do have significant influence on the perceptions of consumers. This study is hoped to contribute positive expansion of food truck and acceptance of the concept widely by the locals. © 2016 Taylor & Francis Group, London.