Street Food Consumption Behavior: Evidence from Millennials in Indonesia
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초록
This research was conducted with the aim of examining how Millennials evaluate street food in terms of service quality. Using the framework of street food quality, this study examined the underlying dimensions of the service quality of street food in Indonesia. Data was collected through an online survey of randomly chosen local respondents in Indonesia. Results showed that three of the four service quality attributes of street food, namely, hygiene quality, social quality, and nutritional quality had positive effects on customer satisfaction, purchase intention and recommendation intention, while functional quality was found to have no influence. Millennials appeared to be more interested in the nutritional and hygiene quality of street food, and were also affected by social functioning. Thus, various aspects of quality control are needed to create a positive consumption experience by considering the characteristics of Millennials.
Abstract
This research was conducted with the aim of examining how Millennials evaluate street food in terms of service quality. Using the framework of street food quality, this study examined the underlying dimensions of the service quality of street food in Indonesia. Data was collected through an online survey of randomly chosen local respondents in Indonesia. Results showed that three of the four service quality attributes of street food, namely, hygiene quality, social quality, and nutritional quality had positive effects on customer satisfaction, purchase intention and recommendation intention, while functional quality was found to have no influence. Millennials appeared to be more interested in the nutritional and hygiene quality of street food, and were also affected by social functioning. Thus, various aspects of quality control are needed to create a positive consumption experience by considering the characteristics of Millennials.
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