Enhancing food truck entrepreneurship through quality and customer satisfaction: a cross-country study

Purpose Food trucks are a global entrepreneurial phenomenon; however, their adoption in developing countries remains underexplored. This study explores food truck quality attributes and their impact on customer satisfaction in a cross-cultural context from the perspectives of customers and entrepreneurs. Design/methodology/approach This research presents two independent studies from distinct perspectives. Study 1 assessed customers’ perceptions of food truck quality in the metropolises of Recife, Brazil ( n = 176) and La Paz, Bolivia ( n = 137), using a quantitative Kano model approach. Study 2 explored entrepreneurs’ perceptions using qualitative thematic analysis to gain an in-depth understanding of food truck development. A comprehensive analysis converged to provide insights into the factors affecting customer satisfaction and dissatisfaction. Findings Quantitative Kano analysis revealed that the quality attributes that influence customer satisfaction with food truck services vary across contexts. However, consistent customer concerns regarding food safety and service reliability have been identified as key drivers of dissatisfaction. Qualitative thematic analysis demonstrated that entrepreneurs adopt diverse strategies for customer satisfaction and retention, tailoring their approaches to the specific contexts of their target markets. Although the food truck segment evolved differently in the two countries, a partial alignment was found between entrepreneurs’ and customers’ views. Originality/value This study examines food truck services by exploring the drivers of customer satisfaction, dissatisfaction and entrepreneurial strategies in a cross-cultural context. By analyzing both customer and entrepreneur perspectives, this study offers an in-depth understanding of the food truck phenomenon in emerging markets, addressing regional variations and management challenges to enhance customer satisfaction and loyalty.