The Effect of Service Quality on Customer Loyalty at Events: A Review and Conceptual Framework for Greazy Mobile Kitchen,

Customers at a Kampala event often meet a food business for only a few minutes, standing at a serving window rather than sitting down to a meal. This article reviews published work on service quality and customer loyalty and proposes a framework for studying that link at Greazy Mobile Kitchen, an event-based mobile kitchen in Kampala. The review is narrative. It uses expectancy-disconfirmation theory, the SERVQUAL tradition, research on the physical setting and on waiting, and Oliver's account of how loyalty forms. Studies of food trucks, restaurants, festivals and African food service are then read against that theory. Taken together, the evidence supports a positive association between service quality and later loyalty, but the five SERVQUAL dimensions do not carry the same weight in every study. The two main Malaysian food-truck studies disagree about reliability, responsiveness and empathy. Ugandan restaurant research also cautions against assuming that satisfaction will automatically produce loyalty. Five hypotheses are stated. Each links one dimension (tangibles, assurance, reliability, responsiveness or empathy) to loyalty, understood as repeat patronage, recommendation, price tolerance and the intention to choose the vendor again. No primary data are reported. The framework is a basis for a later customer survey and for interviews with the organisers who decide whether the truck is booked again.