How hedonic and utilitarian values shape perceptions of quality and food safety in food trucks?

Purpose This study examines (1) the effects of values – specifically, hedonic and utilitarian – on perceptions of service quality and food quality and (2) how food quality and service quality are, respectively, associated with perceptions of food safety and customer dining satisfaction. Design/methodology/approach Data were collected via Prolific, a web-based survey platform. Participants were eligible if they were at least 18 years old, currently residing in the United States, and had ordered food from a food truck within the past six months to minimize recall bias. The data were analyzed using partial least squares structural equation modeling with SmartPLS 4.0 software to test the hypothesized relationships. Findings All hypothesized paths were supported except for the direct effect of food quality on customer satisfaction. Both hedonic and utilitarian values positively influenced perceptions of service quality and food quality. Service quality significantly impacted both perceived food safety and customer satisfaction. Although food quality did not directly affect satisfaction, perceived food safety significantly mediated the relationships between both service quality and satisfaction and food quality and satisfaction. Originality/value As customer satisfaction depends not only on food quality but also on perceived food safety, these findings offer practical insights for food truck vendors. In contrast to previous studies emphasizing a direct link between food quality and satisfaction, this study identifies perceived food safety as a key mediator, addressing a notable gap in the food truck literature.