Ramly, Mohd and Ghapar, S. and Abdul Halim, , F.A. and Jailani, N.H. (2020) The Asian Journal of Professional & Business Studies - 2020 : The Impact of Utilitarian and Hedonic Value on Satisfaction and Food Truck’s Visit Intention. The Asian Journal of Professional & Business Studies, 3 (3). 0-0. ISSN 2716-666X
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Abstract
The study aims to assess the relationship between utilitarian and hedonic values, and customer satisfaction and visit intention in the context of food trucks dining in Malaysia. Survey responses from 592 food truck customers were collected through customer intercept and online survey. SPSS and PLS structural equation modeling 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.
| Item Type: | Article |
|---|---|
| Uncontrolled Keywords: | Hedonic & Utilitarian Values, Visit Intention, Satisfaction, Food-Truck, Eating out, Entrepreneurs |
| Divisions: | Institute of Graduate Studies (IGS) |
| Depositing User: | LIBRARY1 UPTM |
| Date Deposited: | 25 Jul 2025 03:45 |
| Last Modified: | 25 Jul 2025 03:45 |
| URI: | http://eprints.kuptm.edu.my/id/eprint/5026 |
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