Consumer trust in Thai street food vendors
Implications for the post-pandemic era
Bibliographic Data
| ID | 11195095 |
|---|---|
| Authors | Teerapong Teangsompong (0000-0002-5884-9766, Mahidol University), Pichaporn Yamapewan (0009-0009-0140-0392, Kanchanaburi Rajabhat University), Weerachon Sawangproh (0000-0002-6345-2034, Kanchanaburi Rajabhat University, corresponding author) |
| Year | 2024 |
| Volume | 44 |
| Issue | 13/14 |
| Pages | 16-48 |
| Publication date | 2024-12-16 |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | International Journal of Sociology and Social Policy (JOURNAL) |
| Journal identifiers | ISSN: 0144-333X • E-ISSN: 1758-6720 |
| Publisher | Emerald (PUBLISHER) |
| DOI | 10.1108/ijssp-09-2023-0220 |
| OpenAlex | W4391104904 |
| Language | EN |
| Citations received | 2 |
| References cited | 94 |
Purpose This study aims to investigate the impact of service quality (SQ), perceived value (PV) and consumer satisfaction on Thai street food, with customer satisfaction (CS) as a mediator for customer loyalty and repurchase intention (RI). It also explores how consumer trust (CT) in Thai street food safety moderates these relationships. Design/methodology/approach Structural equation modelling (SEM) was utilised to analyse the complex interrelationships between various constructs. Multi-group analyses were conducted to investigate the moderating effects of CT on the structural model, considering two distinct groups based on trust levels: low and high. Findings The findings revealed that SQ and PV significantly influenced CS and behavioural intention, while the perceived quality of Thai street food had no significant impact on post-COVID-19 consumer satisfaction. The study highlighted the critical role of CT in moderating the relationships between SQ, PV and CS, with distinct effects observed in groups with varying trust levels. Social implications The research emphasises the importance of enhancing SQ and delivering value to customers in the context of Thai street food, which can contribute to increased CS, RI and positive word-of-mouth. Furthermore, the study underscores the critical role of building CT in fostering enduring customer relationships and promoting consumer satisfaction and loyalty. Originality/value This research offers valuable insights into consumer behaviour and decision-making processes, particularly within the realm of Thai street food. It underscores the significance of understanding and nurturing CT, especially in the post-COVID-19 landscape, emphasising the need for effective business strategies and consumer engagement
Advertising · Business · Consumer behaviour · Context (archaeology · Customer satisfaction · Geography · Loyalty · Loyalty business model · Originality · Quality (philosophy · Service (business · Service quality · Structural equation modeling · Value (mathematics · Consumer Retail Behavior Studies · Customer Service Quality and Loyalty · Halal products and consumer behavior · Marketing · Psychology · Social Psychology
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| Citations per year | 1 |
|---|---|
| Citation span | 2024 - 2026 (3) |
| Highly cited | No |