The Influence of Food Truck Service Quality Perceptions on Word of Mouth and Customer Loyalty among Malaysian Food Truck Customers

Malaysia’s food truck industry has experienced remarkable growth, marked by creative culinary concepts and evolving business strategies. However, a noticeable gap exists in academic research exploring this emerging industry’s intricacies. This study aims to address this void, examining the relationship between perceived service quality in the food truck realm and its impact on customer loyalty, along with the potential for word-of-mouth marketing in the Malaysian setting. Service quality is undeniably crucial in today’s business landscape, impacting both service and product-oriented ventures. Food trucks, while primarily food-focused, also encompass service elements, particularly in customer interactions. Aspects like prompt service delivery can markedly shape customer experiences, influencing their decision to return or recommend the business. Though the hotel industry has seen significant research on service quality, smaller ventures such as street food outlets and food trucks are often overlooked. Yet, with the mounting competition in the food truck arena, there’s a pressing demand for these enterprises to enhance customer services for a strategic advantage. In essence, this research endeavors to deepen our understanding of how Malaysian consumers’ perceptions of food truck service quality influence their loyalty and propensity for word-of-mouth endorsements. The study casts light on the intricate ties between service quality perception, word-of-mouth referrals, and customer allegiance. Employing a quantitative method, data was collected from 500 regular food truck visitors in Kuala Lumpur. Initial results highlight a significant link between customers’ perceived service quality and their sustained loyalty. Intriguingly, word-of-mouth recommendations appear to moderate this connection.