Influences of qualitative attributes in the formation of the image of food truck services in a tourist event in Santa Maria (RS/Brazil)

Abstract

Purpose: To evaluate the influence of qualitative attributes on the construction of the image of food truck services, perceived by consumers at a tourist event in the city of Santa Maria in Rio Grande do Sul (Brazil). Methodology: The research involved an exploratory qualitative stage from 26 food truck consumers to identify the attributes, subsidizing with primary variables the second stage of the image measurement research, characterized as a descriptive and quantitative research, applied to 150 consumers who had meals in food trucks at a tourist event. In the data analysis, descriptive statistics, correlation and exploratory factor analysis were used. Results: The image results were positive for 61.4% of consumers. The survey also revealed a moderate and positive correlation in the image of attributes in relation to satisfaction and loyalty with food truck services at the tourist event. Academic contribution: The study corroborates and expands the influence that quality attributes exert on the formation of the provider's image in fast food services. Two theoretical factors were also identified with attributes (variables) that influence the image of the service, called main service and supplementary service. Practical contribution: The image of food trucks has a small advantage in the attributes related to the image of easy access, products offered and price, which must be used and transmitted by managers of this type of business in their advertising and consumer advertising campaigns.