Consumer trust in Thai street food vendors: implications for the post-pandemic era
Issued Date
2024-01-01
Resource Type
ISSN
0144333X
eISSN
17586720
Scopus ID
2-s2.0-85182868301
Journal Title
International Journal of Sociology and Social Policy
Volume
44
Issue
13-14
Start Page
35
End Page
67
Rights Holder(s)
SCOPUS
Bibliographic Citation
International Journal of Sociology and Social Policy Vol.44 No.13-14 (2024) , 35-67
Suggested Citation
Teangsompong T., Yamapewan P., Sawangproh W. Consumer trust in Thai street food vendors: implications for the post-pandemic era. International Journal of Sociology and Social Policy Vol.44 No.13-14 (2024) , 35-67. 67. doi:10.1108/IJSSP-09-2023-0220 Retrieved from: https://repository.li.mahidol.ac.th/handle/20.500.14594/95680
Title
Consumer trust in Thai street food vendors: implications for the post-pandemic era
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Author's Affiliation
Corresponding Author(s)
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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.