Consumer trust in Thai street food vendors: implications for the post-pandemic era

Teerapong Teangsompong · Pichaporn Yamapewan · Weerachon Sawangproh

15 citations0/0 files storedInternational Journal of Sociology and Social Policy

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Customer Service Quality and Loyalty Consumer Behavior and Marketing Influence Culinary Culture and Tourism

Abstract

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.

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References

1988Structural equation modeling in practice: A review and recommended two-step approach.1988On the Evaluation of Structural Equation Models 1994The Commitment-Trust Theory of Relationship Marketing 1985A Conceptual Model of Service Quality and Its Implications for Future Research 1988Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence 1980A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions 1992Measuring Service Quality: A Reexamination and Extension 2003Trust and TAM in Online Shopping: An Integrated Model1

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