Food trucks is a new chapter of career after quitting their job. As legalization was carried out through the second ministerial meeting of regulatory reform in August 2014, the food truck market began to open. Food trucks have a large advantage, which can start with lower budget than the other food industry. However, less than one third of all food trucks legally operate. Food trucks, which were seen as a solution to the economic downturn and youth unemployment, are emerging and disappearing in a chaotic order, becoming a problem for the new dining-out industry along with restaurants related to eating out.
Local governments are making efforts to make up for these food trucks. The nation’s leading food truck market named “Bam-do-gae-bi Night Market” at Han River Park in Yeouido, Korea, as the most representative food truck zon in Korea, which took effect in October 2015. In 2017, the number of visitors to the Seoul Bam-do-gae-bi Night Market reached 5 million, and it is popular among men and women as it allows them to enjoy performances with food truck zones and have a unique experience with the backdrop of the Han River’s nightscape.
However, as the food truck market in Busan is not as good as the food truck market in Seoul, we will study the important attributes of food truck customers who use food truck for vitalization of Busan food truck and development of food culture. In this study, customers who use food trucks consider certain attributes important and identify the effect of gender adjustment on the satisfaction of food trucks. To verify the research, the survey was conducted on customers using food trucks more than once, and the analysis was conducted using the SPSS 24.0 statistical program with the effective sample collected in 199.
Prior to the hypothesis verification, the validity and reliability of the conceptual factors were verified and the analysis of the factors resulted in four factors: serviceability, cleanliness, food quality and convenience, and customer satisfaction was derived as a single factor. Multiple regression analysis and Hierarchical analysis were performed for hypothesis testing. The results of this study are as follows.
First, it was found that the selective properties of food trucks affect customer satisfaction in the order of food quality, serviceability, convenience and cleanliness.
Second, among food truck selection attributes, cleanliness has an effect on the relationship between customer satisfaction.
Thus, gender has an effect on the relationship between cleanliness and customer satisfaction, and it is estimated that women have a higher awareness of cleanliness than men.
Based on the above results, this study researches and presents the attributes and customer satisfaction that customers value.