Last modified: 2023-10-23
Abstract
Customer satisfaction with street food is often an issue. Among the issues that are often discussed are aspects of hygiene and food quality. There is no doubt, that the choice of food types is very large, and this factor contributes to the favourable customer response. This study investigates the relationship between taste factors and healthy options on customer satisfaction. The research method was cross-sectional through the use of a questionnaire which was answered by 384 respondents consuming the food at Dusun Street Food area in Baling, Kedah. SmartPLS Version 4.0 analysis was used to analyse the data to answer the research objectives. The research findings show that healthy options and taste have a significant relationship with food street customer satisfaction. Street food vendors should emphasize safety and sanitation for the food that they offer at their stalls such as offering healthy options on their menus, and also focus on taste to satisfy their customers and keep their values in the long term.