The Importance of Food Hygiene in Building Customer Trust and Repurchase Intentions in Bangkok Street Food for Sustainable Development
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Abstract
This empirical study investigated the impact of perceived food hygiene on customer repurchase intentions in the street food business in Bangkok and the mediation of customer trust as its mechanism. This quantitative research employed stratified random sampling, ensuring that the sample is a good representation of the population of interest. Survey data were collected from 477 street food customers in Bangkok and were computed using the partial least squares structural equation modeling (PLS-SEM). The results indicated that perceived food hygiene directly impacts customer repurchase intentions and trust, and customer trust positively influences repurchase intentions. As a result, Sobel’s test results showed partial positive moderation of customer trust between perceived food hygiene and repurchase intentions. The findings confirmed the necessity of food hygiene in promoting customer trust and repurchase intentions and the role of customer trust as the mechanism of how food hygiene promotes customer repurchase intentions. The research also provided helpful guidelines for street food operators and relevant government units and authorities assigned to develop and raise standards to improve the street food industry, following sustainable development goals to provide a higher standard of living for people.
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