The Impact of Food Truck Service Quality on Economic Value and Festival Satisfaction: A Study of Local Festival Visitors

This study investigates the relationship between the service quality of food trucks and the perceived economic value and festival satisfaction among festival attendees. The hypothesis posits that higher service quality in food trucks leads to increased economic value and satisfaction for festival visitors. The sample comprised consumers who utilized food truck services at local festivals within the past two years, with data collected from 400 respondents via an online survey. Statistical analyses, including demographic characteristics and validity assessments of the research model, were conducted using SPSS 23.0 and AMOS 21.0. The verification of three research hypotheses was performed using structural equation modeling. Results indicated that tangibility and responsiveness positively influence economic value, whereas reliability and assurance do not. Furthermore, all four dimensions of service quality significantly enhance festival satisfaction. The economic value derived from food trucks also positively impacts festival satisfaction. These findings provide insights into how festival visitors perceive food truck service quality and suggest strategic implications to strengthen the aspects of service quality deemed important by festival attendees.