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
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