Exploratory Attractions Analysis for Food Truck Service Business
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Published:
Oct 30, 2019
Keywords:
Market Research Attraction Food Truck Culinary Service Marketing Strategy
Main Article Content
Abstract
This research involved collecting data in order to answer questions concerning attractions for mobile culinary service businesses, food truck service. Customers’ perspectives were measured, administered to a sample of 500 respondents. The socio-demographic profiles of respondents almost 64.2 percent were female and 35.8 percent were male. Concerning the age of the respondents, the majority of them (45.2 percent) were between 21-25 years old. The corresponding numbers of respondents aged 16-20, 21-25, 26-30, 31-35, and 35 or above were 65 (13%), 226 (45.2%), 68 (13.6%), 49 (9.8%), 92 (18.4%), respectively. The questionnaire comprised basic data of respondents’ gender and age with 13 items measure choosing factors to eat at food truck service. These 13 items were analyzed with factor analysis techniques. As a result of factor analysis three underlying attractions were identified by extraction of factors with eigenvalue>1.414 using Principal Components as the extraction method. The results obtained from this test indicate a high level of internal consistency. Barlett’s test of sphericity and calculation of Kaiser-Meyer-Olkin (KMO) statistics indicated if data appeared to be suitable for the identification of orthogonal factor dimensions. A total of 13 items from the factor analysis resulted in three attraction groupings and explained 63.261% of the total variance.The final results of the factor analysis indicated three different attractions, accounting for 63.261% of the variance explained. These attractions were named, “Reputational resonance,” “Good value for money,” and “Safe and tasty”.
Article Details
How to Cite
Suvachart, N. (2019). Exploratory Attractions Analysis for Food Truck Service Business. KKBS Journal of Business Administration and Accountancy, 3(3), 69–94. Retrieved from https://so04.tci-thaijo.org/index.php/kkbsjournal/article/view/188082
Section
Research Articles
The articles published in the journals are the authors' opinions, not the opinion of the editorial team or administrative staff. The articles published is copyright of the Journal of Business Administration and Accounting, Khon Kaen University.
References
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Ryu, K. & Han, H. (2010). Influence of the quality of food, service, and physical environment on customer satisfaction and behavioral intention in quick-casual restaurants: moderating role of perceived price. Journal of Hospitality & Tourism Research, 34(3), 310-329.
Ryu, K. & Jang, S.S. (2008). Influence of restaurants’ physical environments on emotion and behavioral intention. The Service Industries Journal, 28(8), 1151-1165.
Siljaru, T. (2005) Research and statistic data analysis by SPSS version 10-13. Bangkok: Business R and D Ordinary Partnership. (in Thai)
Virvilaite,R., Saladiene, V. & Skindaras, D. (2009). The relationship between Price and Loyalty in Services Industry. Engineering Economics: Commerce of Engineering Decisions, 3, 96-102.
Wang, T., Venkatesh, R. & Chatterjee, R. (2007). Reservation price as a range: an incentive compatible measurement approach. Journal of Marketing Research, 44(2), 200-213.
Weiss, R., Feinstein, A.H. & Dalbor, M. (2004). Customer satisfaction of theme restaurant attributes and their influence on return intent. Journal of Foodservice Business Research, 7(1), 23-41.
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Yang, C.Y. & Chang, T.Y. (2011). Binomial real option pricing for restaurant menu analysis. Cornell Hospitality Quarterly, 52(3), 273-282.
Zeithaml, V. & Bitner, M.J. (2012). Services marketing. 6th ed. New York: McGraw Hill.
Zheng, T., Farrish, J. & Wang, X. (2012). How did different restaurant segments perform differently through the recession? An ARIMA with intervention analysis on US restaurant stock indices. Journal of Hospitality Financial Management, 20(2), 1-25.
Bahri-Ammari, N. et al. (2016). The effects of brand attachment on behavioral loyalty in the luxury restaurant sector. International Journal of Contemporary Hospitality Management, 28(3), 559-585.
Barrows, C. & Vieira, E. (2013). Recommendations for the development of a new operational classification system for the foodservice industry. Journal of Hospitality & Tourism Research, 37(3), 349-376.
Bright, S.N. et al. (2009). Institutional foodservice benchmarking: survey of administrators’ attitudes and practices in the USA. Journal of Foodservice, 20(3), 123-132.
Canziani, B. et al. (2016). Classifying restaurants to improve usability of restaurant research. International Journal of Contemporary Hospitality Management, 28(7), 1467-1483.
Chang, Z. & Wildt, R. (1998). Impact of product information on the use of price as a quality cue. Psychology & Marketing, 13(1), 55-75.
Chiu, J. et al. (2006). Marketing strategy based on customer behavior for the LCD-TV. International Journal of Management and Decision Making, 7(7), 143-165.
DiPietro, R.B. & Milman, A. (2008). Retention factors of tipped hourly employees in the casual dining restaurant segment: exploratory research in Central Florida. International Journal of Hospitality & Tourism Administration, 9(3), 244-266.
DiPietro, R.B. & Partlow, C. (2014). Customer expectations of casual dining restaurants: the case of liberty tap room. International Journal of Hospitality & Tourism Administration, 15(4), 376-393.
Dziadkowiec, J. & Rood, A.S. (2015). Casual dining restaurant preferences: a cross-cultural comparison. Journal of Foodservice Business Research, 18(1), 73-91.
Gabor, A. & Granger, C.W.J. (1979). Price as an indicator of quality: report on an enquiry. Management Decision, 17(8), 590-618.
Grewal, D., Monroe, K.B. & Krishnan, R. (1998). The effects of price comparison advertising on buyers’ perceptions of acquisitions value, transaction value, and behavioral intentions. Journal of Marketing, 62(2), 46-59.
Ha, J. & Jang, S.S. (2010). Effects of service quality and food quality: the moderating role of atmospherics in an ethnic restaurant segment. International Journal of Hospitality Management, 29(3), 520-529.
Ha, J. & Jang, S.S. (2012). Consumer dining value: does it vary across different restaurant segments? Journal of Foodservice Business Research, 15(2), 123-142.
Ha, J. & Jang, S.S. (2013). Attributes, consequences, and consumer values: a means-end chain approach across restaurant segments. International Journal of Contemporary Hospitality Management, 25(3), 383-409.
Han, H. & Ryu, K. (2009). The roles of the physical environment, price perception, and customer satisfaction in determining customer loyalty in the restaurant industry. Journal of Hospitality & Tourism Research, 33(4), 487-510.
Han, H. & Rye, K. (2009). The roles of the physical environment, price perception, and customer satisfaction in determining customer loyalty in the restaurant industry. Journal of Hospitality & Tourism Research, 33(4), 487-510.
Harrington, R.J. et al. (2013). Key information sources impacting Michelin restaurant choice. Journal of Foodservice Business Research, 16(3), 219-234.
Hu, H.H., Parsa, H.G. & Zhao, J.L. (2006). The magic of price-ending choices in European restaurants: a comparative study. International Journal of Contemporary Hospitality Management, 18(2/3), 110-122.
Jang, S.S., Ha, J. & Park, K. (2012). Effects of ethnic authenticity: investigating Korean restaurant customers in the US. International Journal of Hospitality Management, 31(3), 990-1003.
Jedidi, K. & Jagpal, S. (2009). Handbook of pricing research in marketing. Cheltenham, Northampton: Edward Elgar.
Kasikorn Research Center. (2018). Business trend analysis. Retrieved July 30, 2019, from https://www.kasikornresearch.com/th/analysis/k-econ/business/Pages/36839.aspx
Kimes, S.E. (2008). The role of technology in restaurant revenue management. Cornell Hospitality Quarterly, 49(3), 297-309.
Kimes, S.E. & Wirtz, J. (2002). Perceived fairness of demand-based pricing for restaurants. Cornell Hotel and Restaurant Administration Quarterly, 43 (1), 31-37.
Kimes, S.E. et al. (1998). Restaurant revenue management: applying yield management to the restaurant industry. Cornell Hotel and Restaurant Administration Quarterly, 39(3), 32-39.
Kivela, J.J. (1997). Restaurant marketing: selection and segmentation in Hong Kong. International Journal of Contemporary Hospitality Management, 9(3), 116-123.
Kotler, P. & Armstrong, G. (2012). Principles of marketing. 14th ed. Upper Saddle River, NJ.: Prentice Hall.
Lee, K. & Ha, I.S. (2012). Exploring the impacts of key economic indicators and economic recessions in the restaurant industry. Journal of Hospitality Marketing & Management, 21(3), 330-343.
Lewis, R.C. & Shoemaker, S. (1997). Price-sensitivity measurement: A tool for the hospitality industry. Cornell Hotel and Restaurant Administration Quarterly, 38(2), 44-54.
Mac Con Iomaire, M. (2013). Public dining in Dublin: the history and evolution of gastronomy and commercial dining 1700-1900. International Journal of Contemporary Hospitality Management, 25(2), 227-246.
Madanoglu, M., Erdem, M. & Gursoy, D. (2008). Risk return and cost of equity of small and large casual-dining restaurants. International Journal of Hospitality Management, 27(1), 109-118.
Madanoglu, M., Lee, K. & Kwansa, F.A. (2008). Risk-return analysis of fast-food versus casual-dining restaurants: who moved my cheeseburger? Journal of Hospitality & Tourism Research, 32(3), 327-341.
Miller, K.M. et al. (2011). How should consumers’ willingness to pay be measured? An empirical comparison of the state-of-the-art approaches. Journal of Marketing Research, 48(1), 172-184.
Muller, C.C. & Woods, R.H. (1994). An expanded restaurant typology. The Cornell Hotel and Restaurant Administration Quarterly, 35(3), 27-37.
Murphy, K.S. & Olsen, M. (2009). Dimensions of high performance management system: an exploratory study of the US casual restaurant segment. International Journal of Contemporary Hospitality Management, 21 (6/7), 836-853.
Murphy, K.S. et al. (2009). An exploratory case study of factors that impact the turnover intentions and job satisfaction of multi-unit managers in the casual theme segment of the US restaurant industry. Journal of Foodservice Business Research, 12(3), 200-218.
Naipaul, S. & Parsa, H.G. (2001). Menu price endings that communicate value and Quality. Cornell Hotel and Restaurant Administration Quarterly, 42(1), 26-37.
Ogaard, T., Larsen, S. & Marnburg, E. (2005). Organizational culture and performance- evidence from the fast food restaurant industry. Food Service Technology, 5(1), 23-34.
Ottenbacher, M.C. & Harrington, R.J. (2009). The product innovation process of quick-service restaurant chains. International Journal of Contemporary Hospitality Management, 21(5), 523-541.
Peng, C., Bilgihan, A. & Kandampully, J. (2015). How do diners make decisions among casual dining restaurants? An exploratory study of college students. International Journal of Hospitality & Tourism Administration, 16(1), 1-15.
Ryu, K. & Han, H. (2010). Influence of the quality of food, service, and physical environment on customer satisfaction and behavioral intention in quick-casual restaurants: moderating role of perceived price. Journal of Hospitality & Tourism Research, 34(3), 310-329.
Ryu, K. & Jang, S.S. (2008). Influence of restaurants’ physical environments on emotion and behavioral intention. The Service Industries Journal, 28(8), 1151-1165.
Siljaru, T. (2005) Research and statistic data analysis by SPSS version 10-13. Bangkok: Business R and D Ordinary Partnership. (in Thai)
Virvilaite,R., Saladiene, V. & Skindaras, D. (2009). The relationship between Price and Loyalty in Services Industry. Engineering Economics: Commerce of Engineering Decisions, 3, 96-102.
Wang, T., Venkatesh, R. & Chatterjee, R. (2007). Reservation price as a range: an incentive compatible measurement approach. Journal of Marketing Research, 44(2), 200-213.
Weiss, R., Feinstein, A.H. & Dalbor, M. (2004). Customer satisfaction of theme restaurant attributes and their influence on return intent. Journal of Foodservice Business Research, 7(1), 23-41.
Wongnai Media Co., Ltd. (2018). Summary of restaurant information and trends in Thailand 2018. Retrieved February 1, 2018, from https://www.wongnai.com/business-owners/thailand-restaurant-trend-2018 (in Thai)
Yang, C.Y. & Chang, T.Y. (2011). Binomial real option pricing for restaurant menu analysis. Cornell Hospitality Quarterly, 52(3), 273-282.
Zeithaml, V. & Bitner, M.J. (2012). Services marketing. 6th ed. New York: McGraw Hill.
Zheng, T., Farrish, J. & Wang, X. (2012). How did different restaurant segments perform differently through the recession? An ARIMA with intervention analysis on US restaurant stock indices. Journal of Hospitality Financial Management, 20(2), 1-25.