Attracting the millennial customer
The case of food trucks
Bibliographic Data
| ID | 21296036 |
|---|---|
| Authors | Krau (0000-0003-4886-7482, Free University of Bozen-Bolzano, corresponding author), Sascha Kraus, Sandipan Sen (0000-0003-3663-7620, Southeast Missouri State University), Katrina Savitskie (0000-0002-1260-0084, University of West Florida), Sampath K Kumar (0000-0003-0872-7071, University of Wisconsin–Green Bay), John R Brooks (0000-0001-5288-7537, Houston Christian University) |
| Year | 2022 |
| Volume | 124 |
| Issue | 13 |
| Pages | 165-182 |
| Publication date | 2022-12-19 |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | British Food Journal (JOURNAL) |
| Journal identifiers | ISSN: 0007-070X • E-ISSN: 1758-4108 |
| Publisher | Emerald (PUBLISHER) |
| DOI | 10.1108/bfj-09-2021-0996 |
| OpenAlex | W4220961465 |
| Language | EN |
| Citations received | 3 |
| References cited | 69 |
Purpose The purpose of this paper is to examine millennial customer perceptions of food trucks and to identify factors that can foster their behavioral intentions pertaining to food trucks. Design/methodology/approach The study is based on a sample of 247 millennial customers of various food truck vendors in the United States and was assessed using ordinary least squares regression analysis. Findings Food truck image and employee friendliness were found to impact both customer satisfaction and word of mouth behavior; however, the other hypotheses were not supported. Research limitations/implications There were two limitations. The first was that one of the constructs did not achieve the minimum average variance extracted. The second was that data collection was done in a single city in the United States; therefore, future research could overcome these limitations through a refinement of the construct’s items and targeting more cities. Originality/value There has been limited academic research on the millennial customer perceptions of the food truck phenomenon. This research addresses that gap through a field study that examines factors that contributed to the growth and popularity of food trucks among millennials
Advertising · Business · Construct (python library) · Consumer behaviour · Customer satisfaction · Econometrics · Economics · Ordinary least squares · Originality · Perception · Popularity · Qualitative research · Sample (material) · Sociology · Truck · Value (mathematics) · Variance (accounting) · Word of mouth · Computer Science · Consumer Behavior in Brand Consumption and Identification · Consumer Retail Behavior Studies · Customer Service Quality and Loyalty · Engineering · Marketing · Psychology · Social Psychology
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| Citations per year | 1.5 |
|---|---|
| Citation span | 2024 - 2026 (3) |
| Highly cited | No |