Factors Influencing Buyer Loyalty towards Malaysian Food Truck Service

Food truck business is seeing a good growth in Malaysia among the business owners and also very well received by the consumers. There are many reasons for the consumers being attracted to try out food truck foods and how they are noticing each food truck business. This study examines factors which will be influencing the consumers loyalty towards food truck business. There are six independent variables studied in this study, which is speed of services, variety of food, taste of food, price of the food, convenience, and word of mouth. Dependent variable used in this study is buyer loyalty. There is very less research done especially in Malaysia on how the independent variables mentioned in this article influences consumers on buyers loyalty towards food truck. This study was supported with quantitative survey where 310 questionnaires distributed around the food truck consumers in Malaysia. The self- administered questionnaire was distributed via google form link to reach the consumers. The results show Speed of Service, Variety of Food and Word of Mouth have a positive and significant effect on buyer loyalty towards food truck service. This study will be helpful in to identify which factors attracting and influencing consumers to stay loyal to a food truck. It benefits the food truck service providers, investors and for those who intended to involve in food truck industry. This research will be a reference for future researchers for the academic perspective on food truck services and significant values which contribute to Buyer loyalty especially in Malaysia.