“Exploration of Determinants for Customer Satisfaction in the Case of Food

Trucks: An Empirical Study”

OBJECTIVES:
 To identify the key factors that contribute to customer satisfaction in the food
truck industry.
 To identify and validate the determinants of customer satisfaction in the case of
food trucks.
 To provide insights and recommendations for food truck operators and
policymakers to enhance customer satisfaction and promote the growth of food
trucks.
ABSTRACT
Purpose: The purpose of this empirical study is to investigate the determinants of
customer satisfaction in the context of food trucks, with a special focus on the Delhi
areas of Rohini and Pitampura. The primary goals are to identify key factors
determining customer satisfaction in the food truck industry, validate determinants of
satisfaction, and provide insights and recommendations for food truck operators and
policymakers to improve customer satisfaction and promote the growth of food trucks in
the region.
Method: The study used a self-report survey collection approach with a sample size of
196 customers. The questionnaire used in the study was divided into two sections: the
first collected personal information and demographic profiles, while the second
contained 35 Likert-scale questions focusing on various factors. Data analysis involved
descriptive statistics, reliability testing, factor analysis, and structural equation modeling
to explore relationships between variables.
Findings: The study sheds light on the factors that drive the success and growth of food
truck businesses in Rohini and Pitampura. This research highlights that food quality,
price and value, and food truck image are influential factors in shaping customer
satisfaction within the F truck industry.
Implications: The research highlights the importance of utilizing growth factors and
customer satisfaction drivers in the Rohini and Pitampura market for policymakers and
managers. This can attract investors and foster economic development. Food truck
operators can improve customer experiences and drive long-term success by
incorporating information on satisfaction levels and drivers.
Uniqueness: The uniqueness of this study lies in its specific focus on the food truck
business in Rohini and Pitampura, India, where limited investigation on growth factors
and customer satisfaction exists. By contributing novel insights to the existing body of
knowledge, this research fills the gap in the literature.
Keywords: Food truck business, growth factors, customer satisfaction, customer loyalty
marketing plan, new investors, food quality, Rohini, Pitampura, India.
Paper type: Research Paper
INTRODUCTION
The food sector has seen a constant increase in competitiveness over the last 10 years,
driven by rapid and ongoing changes in people's lives and nutritional habits. The
increasing popularity and success of street meals exemplify this trend. Street foods, as
defined by the Food and Agriculture Organisation (FAO) in 1997, are readily available
food and beverages made and/or sold by vendors or hawkers, who are commonly found
on streets or similar venues. Approximately 2.5 billion people globally consume street
food on a regular basis, drawn by its cost and convenience (Fellows & Hilmi, 2011). Food
trucks have been a popular part of urban life for centuries, providing convenient
roadside sustenance. As a global business trend, they cater to evolving city dweller
needs.
A food truck is a mobile vehicle that has cooking capabilities and is used to prepare and
serve meals. According to research undertaken (de Souza Bispo & Almeida, 2020), (Shin et
al., 2019), (Bandaru & Venkateshwarlu, 2017), and (Fan et al., 2016),Food trucks are a
popular food service choice for many people because of their capacity to operate in a
variety of settings, as long as they are carefully positioned to maximize daily sales.this
mobility has resulted in social, cultural, and economic opportunities for both food truck
sellers and customers (Mehra & Sharma, 2016).
The food truck craze may be traced back to the late 17th century, when pushcarts and
street sellers sold a variety of foods to pedestrians. These basic origins grew over time
into the modern-day food truck culture, which gained traction in the early 2000s, mainly
in metropolitan areas. Food trucks swiftly won over the hearts and appetites of people
from all walks of life, drawn in part by a combination of ethnic variety, culinary
creativity, and the demand for on-the-go dining alternatives(Gopi & Samat, 2020). As the
sector grew, so did the need to understand the fundamental aspects that affect consumer
happiness and their impact on food truck long-term survival.
Food trucks' mobility has been a game changer, allowing them to access numerous
locales, attend events and festivals, and cater to diverse populations. This flexibility has
not only created new options for food truck vendors, but has also enhanced the
metropolitan landscape's social, cultural, and economic fabric(de Souza Bispo & Almeida,
2020). Food trucks separate themselves from typical brick-and-mortar restaurants by
providing not just food but also entertainment, comfort, and a welcoming environment,
and they cultivate a devoted client base that loves the novelty of the experience.
The expansion of the food truck sector has resulted in a wide range of culinary options,
appealing to a diverse range of clientele, including the middle-class populace (Esparza et
al., 2014). Food trucks distinguish out by presenting unique and interesting meals
ranging from popular regional specialties to western pleasures. Because of the
constraints of space and equipment, operators have been pushed to experiment with
cuisines and flavours, allowing them to develop distinctive and memorable dishes that
appeal with their target customers(Voorhees et al., 2016). Furthermore, the advancement
of technology has enabled simplified operations, personalised services, and enhanced
consumer involvement, which has increased the attraction of food trucks in the current
urban lifestyle(Kraus et al., 2022). The increasing popularity of food trucks can be
attributed to factors such as changing consumer preferences, technological
advancements, and economic factors. The food truck industry has gained traction in
India, with major cities like Delhi, Mumbai, Pune, and Bengaluru embracing the trend.
This research aims to explore factors influencing the expansion of the food truck
industry and assess customer satisfaction with food trucks' products and services (Gopi &
Samat, 2020). Key factors contributing to the success of food trucks include branding,
image, food and service quality, pricing, location convenience, and overall customer
satisfaction. The purpose of this research was to determine the factors influencing the
expansion of the food truck industry and to assess customer satisfaction with food truck
products and services. In addition, the study intended to make recommendations for a
food truck business marketing plan to help prospective investors.
Table No. 1 History of food trucks
Year Description
1691 New Amsterdam, later called New York City, implemented
regulations to control street vendors selling food from push
carts.
1850 Dining cars began providing meals to passengers on long-
distance train journeys.
1866 Charles Goodnight created the Chuckwagon to provide food
for cowboys and wagon trains as they journeyed through the
Old West.
1894 Sausage vendors can be found selling their products outside
the dormitories of prestigious universities in the Eastern
region of the United States, such as Yale, Harvard, Princeton,
and Cornell. These vendors' mobile carts have earned the
nickname "dog wagons."

1917 The US Army has initiated providing meals to their troops

using mobile canteens, also known as field kitchens.
1936 Oscar Mayer launched the first mobile hot dog stand called
"Weiner on Wheels", which was a significant innovation at
the time.
1950 Ice cream vendors began selling their frozen desserts from
trucks.
1972 East Los Angeles in 1972, Raul Martinez converted a former
ice cream truck into the nation's inaugural taco truck, parking
it outside a local bar.
(Source: (Dongre & Jatti, n.d.)
Literature review
Food Truck Image:
The concept of shop image creation given by (de Souza Bispo & Almeida, 2020) is a
combination of atmospheric and functional features inside a retail setting that creates a
mental image from the customer's perspective. Regarding food trucks, factors like the
menu options, cleanliness, the length of the checkout queue, the pricing, and the kind of
service offered can be used to explain their perception and psychological characteristics
(Kraus et al., 2022). According to studies by (Barber et al., 2011), the following
components are essential odor, temperature, cleanliness, indoor and outdoor lighting,
table layout and decorations, level of service, and attitude of the wait staff are just a few
of the variables that influence how customers feel and how likely they are to visit a
store. Additional research on food trucks showed that customers valued high levels of
hygiene, aesthetically beautiful food, quality service, and biodegradable packaging over
low prices (Shafieizadehet al., 2021; Valente et al., 2020; Alfiero et al., 2017).
Food Quality:
Product quality, according to (Parasuraman Valarie Zeithaml et al., 1988) is a vital
factor that has a substantial impact on consumer satisfaction. The most important factor
in determining consumer satisfaction, according to studies on tourism and the
coexistence of food trucks and restaurants, is the caliber of the cuisine. According to
(Bujisic et al., 2014), all sorts of restaurants have been the subject of extensive research on
food quality. The precise elements that makeup food quality, however, are still up for
debate among academics (Mehra & Sharma, 2016). Food quality can have a favorable
impact on patron loyalty and word-of-mouth (WOM) behavior in both fine and casual
dining establishments, according to (Kraus et al., 2022). Food quality can be assessed
based on elements including freshness, appeal, smell, distinctiveness, portion size, and
use of products that are responsibly produced and organic, which is essential to
millennials in particular.
Service quality
Service quality is a crucial factor that can make or break a food truck's reputation. The
five dimensions of service quality have been conceptualized as follows: tangibles,
dependability, responsiveness, empathy, The new service model, which includes a
number of components to improve quality service, is described by (McNeil & Young,
2019) as having been developed. These include observable aspects like a spotless dining
space, well-groomed staff, cosy seating, and easily accessible parking. Furthermore,
dependability and responsiveness play a crucial role and include dependable service,
accurate and timely billing, personnel availability, and promptness. High-end dining
venues have also been examined using the well-known five criteria that describe service
quality, namely tangibles, reliability, responsiveness, empathy, and assurance.
assurance(Cronin & Taylor, 1992).
Reliability, (Fattah et al., 2015), is the ability to accurately meet the needs of the
customer, keep accurate records, produce precise invoices, offer results that are more
accurate than promised, and uphold service guarantees. According to(Ghotbabadi et al.,
2015), responsiveness is "the willingness to assist customers and provide prompt
service". According to (Shin et al., 2019), assurance encompasses the workers'
competence, demeanour, skills, reliability, and lack of any danger, risk, or ambiguity.
(Jekanowski et al., 2001)argues that empathy entails being approachable, sensitive, and
making an attempt to comprehend the requirements of the client.
Price and Value:
(Ryu & Han, 2010) conducted a thorough investigation on the relationship between
customer happiness and the cost/value in traditional restaurants. Price is defined by
(Parasuraman Valarie Zeithaml et al., 1988) as the concession or trade-off that consumers
make in order to obtain a good or service. Different methodologies have been used to
measure how customers perceive prices, and they are frequently judged on this basis
rather than the real price(Han & Ryu, 2009). In general, Quick Service Restaurants (QSRs)
provide good value at affordable costs. As a result, contrary to what has been indicated
(Qin & Prybutok, 2009), convenience and rapid service are elements that affect consumer
satisfaction.
Word-of-mouth:
(Arndt, 1967) defined WOM as "oral, person-to-person communication between a
communicator and a receiver." Due to the phenomenal growth of Internet and social
media marketing in recent years, businesses are focusing more on online/electronic
WOM (Lu et al., 2013). According to (Duan et al., 2008), clients obtained through e-WOM
are typically longer-term more profitable customers for firms than those acquired
through traditional marketing. (Chen et al., 2022) found that customer happiness in a
restaurant setting results in word-of-mouth (WOM) recommendations, where happy
customers give the restaurant positive reviews to others who are debating whether to eat
there.
Convenience:
The significance of convenience in the restaurant industry has reportedly been
acknowledged throughout time, with a focus on trading time for money, according to
(McNeil & Young, 2019). This implies that convenience is essential for the success of the
food industry, particularly for quick-service restaurants that strive to serve patrons as
quickly as possible. According to (Jekanowski et al., 2001), convenience, which refers to
the ease with which consumers may get a product or service, is an important aspect in
the restaurant sector. This idea incorporates several characteristics such as accessibility,
distance, travel time, and the quickness of seating and service.., as mentioned by
(Stevens et al., 1995). The demand for fast food restaurants increased as a result of
people's need for convenience.
Customer Satisfaction:
(Ladhari, 2009) highlights that exceptional service leads to customer satisfaction, which
in turn increases loyalty. Understanding customer satisfaction is crucial for enhancing
loyalty, as it correlates positively with customer expectations and experiences. In the
food truck industry, ensuring customer satisfaction is essential, as satisfied customers
are more likely to make repeat purchases and recommend the business to others. The
discrepancy between what clients want and how they actually experience the service
determines how satisfied they are SERVQUAL, as developed by (Mehra & Sharma, 2016),
quantifies this variation by realistically classifying the numerous service quality factors.
The SERVQUAL framework, according to (Pakurár et al., 2019), divides service quality
into five categories based on reliability, responsiveness, assurance, empathy, and
tangibles.
Research Gap
While several studies on customer satisfaction in the broader context of the food service
business have been conducted, there is a considerable research gap concentrating
especially on the drivers of customer satisfaction in the unique setting of the food truck
sector. Although food trucks have acquired popularity and a dedicated client base, there
has been little empirical study into the particular aspects that lead to customer
satisfaction in this specialised sector. Existing literature frequently misses the particular
qualities and problems encountered by food truck operators, Menu offering, preventing
a thorough knowledge of the factors that influence customer satisfaction in this
environment. As a result, the purpose of this study is to fill this knowledge gap by
performing an empirical examination into the important elements that determine
customer satisfaction in the case of food trucks.
4. METHODOLOGY
Methodology involving the study of the area, purposive sampling, data collection
through survey questionnaires, appropriate sample size determination, and data analysis,
the study intends to provide valuable insights and recommendations for new investors in
the food truck industry.
4.1 Study of area
Rohini and Pitampura are densely populated areas in Delhi with a significant
concentration of residential complexes, offices, educational institutions, and commercial
establishments. The high population density indicates a potentially large customer base
for food truck businesses(Jekanowski et al., 2001). The selection of the research location
is based on age, occupation, and income. The location selection for research is also
based on the number of existing food trucks in Pitampura and Rohini, which currently
stands at 20.
4.2 Sampling technique:
Convenience sampling technique was used because of it allows researchers to collect
data quickly and easily by selecting participants who are easily accessible to
researchers. It saves time and effort compared to other sampling methods (Etikan, 2016).
This sampling technique is convenient for participants as well since they can participate
without significant inconvenience or disruption to their daily routines. This increases the
likelihood of receiving responses from a larger pool of individuals.
4.3.1 Data collection
The researchers in this study employed self-report survey data collection methods.
While requesting customers to participate in a survey immediately after dining at a food
truck enhances their recall capacity, it also diminishes the representativeness of the
sample.
4.3.2 Sample size
The research utilized a sample size of 196, which was derived by including 10
customers from each of the food trucks located in Pitampura and Rohini, Delhi. The
chosen sample size falls within the recommended range suggested by (Shin et al., 2019)
for most research studies, which is between 30 and 500 participants. It is important to
note that if the sample size exceeds 500, there is a possibility of introducing errors.
Therefore, to maintain a balance between an adequate sample size and minimizing
potential errors, the study opted for a sample size of 196. This size allows for a
sufficient number of participants to gather meaningful insights while minimizing the
risk of significant sampling errors.
4.3.3 Survey questionnaire
This research utilized a self-administered questionnaire to gather quantitative data,
allowing for generalization and random sample selection(Demetriou et al., 2015). The
questionnaire was designed in English and used a five-point Likert scale to measure
respondents' opinions. The questionnaire was divided into two sections: the first section
gathered personal information and demographic profiles, such as age, gender, education,
employment status, job type, monthly income, eating habits, preferred food type, and
area of residence. The second section focused on factors such as food truck image,
customer satisfaction, word-of-mouth, food quality(Kraus et al., 2022), service quality,
price, value, and convenience(McNeil & Young, 2019). The questionnaire was designed to
be clear, easy to understand, and adaptable to previous studies.
4.3.4 Data analysis
This research has employed several methods of analysis, including (1) descriptive
statistics, (2) reliability testing, (3) factor analysis, and (4) structural equation
modelling. The study analyzes the target market using demographic elements like age,
gender, education, employment status, job type, income, eating habits, preferred food,
and residential area. According to (Pakurár et al., 2019)Descriptive statistics involve
analyzing and summarizing the collected data to gain a better understanding of the
variables. This analysis includes calculating frequencies, percentages. Reliability testing
is conducted to assess the consistency and reliability of the questionnaire items used in
the study. According to(Qin & Prybutok, 2009), factor analysis is used to find underlying
factors or dimensions within a wider collection of observable variables. SEM is used to
investigate the correlations between the identified elements that contribute to the growth
of the food truck business and consumer satisfaction(Bayaga & Kyobe, 2021).
Results & Discussions
The obtained data was analysed using Smart PLS software and Structural Equation
Modelling (SEM).(Leong & Mariadass, 2021)The Statistical Package for the Social
Sciences (SPSS) software was used to examine reliability and factor analysis. (Richter et
al., 2022) Smart PLS technique was used to quickly test and validate the measurement
and structural models, assuring convergence and discriminant validity.

Demographics
The demographics of 196 respondents were summarized using descriptive statistics. Of
these, 67.90% were male, and 42.34% were aged between 19-29. The age groups of 30-
39 and 40-49 accounted for approximately 25.50% and 15.30%, respectively. The
results showed that 52.60% of the respondents had at least a college degree, while
62.20% had full-time jobs. Additionally, 29.60% of the respondents reported a monthly
income of less than ₹20,000. Around 47.95% of the respondents had a private job, and
59.18% were from urban areas. The results also indicated that 49% of the respondents
preferred non-vegetarian food, while 38% preferred vegetarian food and 13% were
eggetarians. Furthermore, 42.90% of the respondents preferred North Indian cuisine,
while international and West Indian cuisine was preferred by 26% and 11.2%,
respectively.
 Table No. 2 Demographic profile of respondents

Variables Items Frequency(n) Percentage (%)

Gender Male 133 67.85
Female 63 32.15
Age Under 18 14 7.15
19-29 84 42.8
30-39 49 25
40-49 30 15
50-59 11 5.6
60 years or older 8 4

Level of Upto 10th 9 4.5

education Upto 12th 33 16.8
Diploma 25 12.7
Graduation 103 52.5
Post Graduation 26 13.5
Other 0 0

Employment Full time 122 62.3

Status Part-time 19 9.6
Unemployed 11 5.6
Student 44 22.5
Type of Job Government job 28 14.3
Private job 94 47.9
Business owner 21 10.7
Retired 9 4.7
Other 44 22.4
Monthly Below 20000 58 29.5
Income 20000-40000 28 14.2
40000-60000 37 18.8
60000-80000 41 20.9
More than 80000 32 16.6
Are you Urban area 116 59.1
belonging Rural area 50 25.5
from? Semi-Urban area 30 15.3
Eating Habit Vegetarian 74 37.7
Non-Vegetarian 96 48.9
Eggetarian 26 13.4

Preferred North Indian Cuisine 84 42.8

Type of South Indian Cuisine 19 9.6
Food? East Indian Cuisine 20 10.2
West Indian Cuisine 22 11.2
International 51 26.2
Cuisine

Reliability Analysis
A reliability test was conducted to assess the internal consistency and quality of the
results using Cronbach's alpha value. (Tavakol & Dennick, 2011)suggest that a suitable
Cronbach's alpha value should be 0.70 or higher. A higher internal consistency value is
indicated when the coefficient value of Cronbach's alpha (α) is closer to 1, according to
(Mazyed et al., n.d.).

Table No.3 Reliability analysis

Variables Initial Deleted Cronbach’s

no. of items alpha
items

Food truck 5 0 0.710

image

Food quality 5 0 0.705

Service 5 0 0.758
quality

Price & 5 0 0.758

Value

Word of 5 0 0.696
mouth

Convenience 5 0 0.750

Customer 5 0 0.755
satisfaction
 The table 3 shows the results of a reliability analysis conducted on seven variables
related to a food truck business. The initial number of items for each variable was five.
After conducting the analysis, no items were deleted from any of the variables.
Cronbach’s alpha, a measure of internal consistency, was calculated for each variable.
The results indicate that all seven variables have acceptable levels of internal
consistency, with Cronbach’s alpha ranging from 0.696 to 0.758.

Exploratory Factor Analysis: -

KMO and Bartlett's Test
The Below table 4 reports the results of the Kaiser-Meyer-Olkin (KMO) measure of
sampling adequacy and Bartlett's test of sphericity. The KMO measure assesses whether
the data are suitable for factor analysis by measuring the proportion of variance among
variables that can be attributed to underlying factors. The KMO value of 0.695 indicates
that the sample size is adequate for factor analysis(Hu & Bentler, 1999).
Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .695

Bartlett's Test of Sphericity Approx. Chi-Square 517.485

df 66

Sig. .000

Table No.4 KMO and Bartlett's Test

The table 5 displays the outcomes of a principal component analysis with varimax
rotation for the underlying dimensions of food truck image, food quality, service
quality, price and value, convenience, word of mouth, and customer satisfaction in the
context of food truck dining. In order to explain the variance through common factors,
one variable and 23 items with a commonality of less than 0.30 were eliminated as per
the purpose of the factor analysis(Watkins, 2018). Ultimately, the analysis identified six
variables with a total of 12 items, which accounted for 68.95% of the total variance.
Table No. 5 Exploratory factor analysis of variables.
Variables Items Factor Eigen Value Variance
loadings explained (%)
Customer The staff at the food truck was willing to .899 2.069 17.244
satisfaction help. .841
The staff was friendly and welcoming. .684
The overall experience I had with this food
truck was satisfactory.

Price & The costs in these food trucks seem .816 1.976 16.466
Value appropriate for what I get.
The prices of this food truck were .759
reasonable. .737
The prices are satisfactory to me.
Food truck This food offers a unique atmosphere. .773 1.707 14.227
image& This food truck’s interior and exterior .685
Food designs were both appealing.
 Quality The food presentation was visually
appealing. .680

Service The food truck delivered what I ordered. .814 1.353 11.273
quality The service I received was satisfactory. .777
Convenience The waiting time for my order was .867 1.169 9.740
satisfactory.

Structural Equation Modelling

The technique of Structural Equation Modeling (SEM) is a potent multivariate method
that is becoming more common in scientific studies to examine and assess causal
relationships between multiple variables.
Measurement Model Validity:
The average variance extracted (AVE) values for the variables are 0.686, 0.720, 0.632,
0.705, 0.670, and 0.505. All AVE values are above 0.5, indicating a strong level of
convergent validity for the measures used in the study.(Hair Jr. et al., 2014).

Variables Items AVE

Customer satisfaction CS3 0.686

CS4

CS5
 FTI4
Food truck image 0.720
FTI5

PV3

Price & Value PV4 0.632

PV5

Food quality FQ2 0.705

SQ3
Service Quality 0.670
SQ4

Convenience CN1 0.505

Table No. 6 Measurement Model Validity

Discriminant Validity (Fornell-Larcker Criterion):

The Fornel-Larcker criterion was employed to assess discriminant validity by evaluating
the square root of the average variance extracted (AVE) for reflective constructs such as
convenience, customer satisfaction, food quality, food truck image, price & value, and
service quality. As per the findings of (Leong & Mariadass, 2021), the AVE values for
these constructs surpass the correlations between their corresponding latent variables .
Table No.7 Discriminant Validity (Fornell-Larcker Criterion)
CN CS FQ FTI PV SQ

CN 1.000

CS 0.145 0.829

FQ 0.097 0.173 1.000

FTI 0.233 0.223 0.337 0.848

PV 0.196 0.278 0.262 0.149 0.795

Heterotrait-Monotrait Ratio (HTMT):

The Heterotrait-Monotrait Ratio (HTMT) is a method used in variance-based Structural
Equation Modeling (SEM) research to test discriminant validity. In a study by Voorhees
et al. (2016), they explained how HTMT serves as a comprehensive and less restrictive
approach for this purpose. According to(Voorhees et al., 2016), an ideal HTMT ratio for
reliable assessment of discriminant validity should be 0.90 or higher, while values
exceeding 0.90 indicate a lack of discriminant validity. The table presented in the study
demonstrates that the HTMT values and the assessment of discriminant validity are
valid since they do not exceed the threshold of 0.90.
Table No.8 Heterotrait-Monotrait Ratio (HTMT)
CN CS FQ FTI PV SQ

CN

CS 0.158

FQ 0.097 0.199

FTI 0.302 0.327 0.431

PV 0.232 0.363 0.329 0.235

SQ 0.251 0.264 0.288 0.476 0.419

Assessment of multicollinearity
The VIF (Variance Inflation Factor) is used to assess multicollinearity in a regression
model. A VIF of 1.000 indicates no multicollinearity, while values greater than 1.000
suggest some degree of correlation among variables(Prasetyo et al., 2021). In this case,
CN1 and SQ3 & SQ4 show no multicollinearity (VIF = 1.000), while CS3, CS4, CS5,
PV4, PV5, FTI4, and FTI5 exhibit varying degrees of multicollinearity. Higher VIF
values indicate a higher level of correlation. These values should be considered when
interpreting the regression model and its results.
Table No. 9 Assessment of multicollinearity
CN1 CS3 CS4 CS5 FQ2 FTI4 FTI5 PV3 PV4 PV5 SQ3 SQ4
VIF 1.000 1.328 1.970 2.206 1.137 1.241 1.241 1.311 1.437 1.493 1.000 1.000
Fig. Structural Expanded Research Model

Fig.

Bootstrapping Result of Structural Expanded Research Model

Data Analysis of Path Coefficient

Smart Partial Least Squares (PLS) analysis, the data analysis of path coefficients
involves examining the strength and significance of relationships between variables.
Path coefficients represent the direct effects of independent variables on dependent
variables in a structural model.

Table No.10 Data Analysis of Path Coefficient

Original Sample Std
Path T value P value Decision
sample mean(M) Error

CS->CN 0.145 0.144 0.086 1.688 0.092 Not supported

CS->FQ 0.173 0.176 0.083 2.076 0.038 Supported

0.223 0.232 0.083 2.691 0.007 Supported

CS->FTI

CS->PV 0.278 0.290 0.073 3.791 0.000 Supported

CS->SQ 0.172 0.186 0.091 1.894 0.058 Not supported

Table 10 presents statistical analysis results for customer satisfaction (CS) and various
factors, such as convenience (CN), food truck image (FTI), price and value (PV),
service quality (SQ), and food quality (FQ). The CS->CN path (convenience to
convenience) had a sample mean of 0.144, a standard error of 0.086, and a t-value of
1.688. The CS->FQ path (customer satisfaction to food quality) had a sample mean of
0.176, a standard error of 0.083, and a t-value of 2.076. The CS->FTI path (customer
satisfaction to food truck image) had a sample mean of 0.232, a standard error of
0.083, a t-value of 2.691, and a p-value of 0.007. The CS->PV path (customer
satisfaction to price and value) had a sample mean of 0.290, a standard error of 0.073,
a t-value of 3.791, and a p-value of 0.000. The CS->SQ path (customer satisfaction to
service quality) had a sample mean of 0.186, a standard error of 0.091, a t-value of
1.894, and a p-value of 0.058, which did not meet the criteria for statistical
significance. Overall, the table provides evidence for the relationships between
customer satisfaction and various factors.
Discussion
The present research aimed to investigate the drivers of customer satisfaction in the
food truck business in the Delhi areas of Rohini and Pitampura. The findings provide
light on the elements that influence consumer satisfaction with food truck products and
services. The Smart PLS analysis indicated strong connections between customer
satisfaction and numerous parameters such as food truck image, food quality, pricing,
and value.
The findings of this study are consistent with other investigations of consumer
satisfaction in the food service sector. Food quality and customer satisfaction have a
beneficial link that has been well-documented in the literature (Haery & Badiezadeh,
2014). Previous studies addressing the significance of branding and perception in the
food truck business have also been shown to support the impact of food truck image on
customer satisfaction (McNeil & Young, 2019). Prior studies have also found a
correlation between price and value and customer satisfaction, highlighting the
importance of perceived value in driving customer satisfaction (Zeithaml, 1988). The
study's hypotheses about the positive relationships between food truck image, food
quality, pricing, and value, and customer satisfaction were validated. The findings
highlight the significance of these elements in affecting customer views of food truck
products and services. While most of the assumptions were investigated, one surprising
outcome was the lack of a significant connection between word-of-mouth and
customer happiness. This conclusion differs from prior studies that emphasised the
significance of good word-of-mouth in affecting customer satisfaction (Kraus et al.,
2022).

The theoretical implications of the study shed light on the aspects that are critical in
influencing consumer satisfaction in the food truck sector. Researchers examining
consumer behaviour and satisfaction in comparable circumstances would benefit from
the found correlations between food truck image, food quality, pricing, and value and
customer satisfaction. Furthermore, the application of Smart PLS in data analysis
demonstrates the relevance of this statistical approach in examining complicated
interactions in the food truck business.
The study's findings have significant implications for food truck owners and
policymakers. Understanding the importance of food truck image, food quality, pricing
and value in generating customer happiness may help food truck owners develop
strategies to improve their offers and customer experience. Food truck owners may
boost customer satisfaction and create customer loyalty by investing in branding,
assuring good food quality, and pricing their items competitively.
Finally, this empirical study highlighted the important elements influencing customer
satisfaction in the food truck business in Delhi's Rohini and Pitampura
neighbourhoods. The favourable relationships between food truck image, food quality,
pricing, and value and customer satisfaction highlight the significance of these
elements in the success of food truck enterprises. Food truck operators and
policymakers should collaborate to improve consumer satisfaction and encourage the
expansion of the food truck sector in Delhi and beyond by recognising these drivers.
Limitations of the study
Sample size and representativeness: The study's sample of 196 food truck consumers
from Rohini & Pitampura sectors in Delhi may not reflect the total population of food
truck customers, limiting generalizability.
Reliance on self-reported data: The data mainly depends on self-reported replies, which
might be influenced by biases such as memory bias or social desirability bias, reducing
the accuracy of the findings.
External aspects are ignored: The research focuses mostly on internal issues, ignoring
external effects such as economic conditions, government regulations, and competition,
all of which can have a substantial impact on the food truck sector.
Geographic Variability in Taste and Menu Preferences: A possible setback of the study
is that consumer taste and menu preferences may differ greatly depending on the
geographical locations of Rohini and Pitampura in Delhi.
Future Study
Future study on the expansion of food truck enterprises and customer happiness can
look at the effects of location, social media presence, menu diversity and innovation,
sustainable practises, and customer interaction techniques. Investors might get insights
by analysing how different locations effect business and consumer happiness. In today's
digital world, understanding the importance of social media, online reviews, and digital
marketing tactics is critical. Assessing the impact of menu diversity, inventiveness, and
sustainable practises on consumer attraction and retention can assist. Furthermore,
investigating consumer engagement tactics such as loyalty programmes and
personalised marketing might aid in business success. Overall, these study directions
attempt to enhance food truck marketing tactics and operational practises.

Conclusion
Finally, the purpose of this empirical study was to investigate the drivers of consumer
satisfaction in the food truck business, with a special focus on the Delhi areas of Rohini
and Pitampura. The study's objectives were met: identify key factors contributing to
customer satisfaction, validate satisfaction determinants in the context of food trucks,
and provide insights and recommendations for food truck operators and policymakers to
improve customer satisfaction and foster the growth of the food truck business. The
study used self-report survey methodologies to gather data from a sample size of 196
people. The questionnaire included respondents' personal information and demographic
profiles, as well as 35 Likert scale-based questions about food truck image, customer
satisfaction, word-of-mouth, food quality, service quality, price, value, and convenience
of food trucks.
To acquire an overview of the data and detect trends, the researchers used a variety of
methodologies, including descriptive statistics. To confirm the consistency of the
questionnaire items, reliability testing was used. The use of factor analysis showed
underlying patterns and groups among demographic factors, as well as their influence
on consumer satisfaction. Finally, structural equation modelling (SEM) was used to
evaluate complicated variable connections. According to the findings of the smart PLS
analysis, factors such as food truck image, food quality, pricing, and value have a
substantial impact on customer satisfaction in the food truck market. These data can
help food truck owners modify their offers and boost consumer satisfaction. This
information may also be used by policymakers to develop policies that favour the
expansion and success of food trucks.
Overall, this study contributes to our understanding of customer satisfaction in the
setting of food trucks and has practical consequences for businesses and
governments. Understanding the factors of customer satisfaction is becoming
increasingly important as the food truck sector evolves. Future study might look at
other elements or various locations to acquire a better grasp of customer satisfaction
in the ever-changing food truck scene.
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