Do food quality, service quality, and hygiene practices in street food affect satisfaction and behavioral intentions? The role of emotion: in Istanbul and Bangkok

Abstract

This study has three main purposes. First, the impact of perceived hygiene practices, food and service quality in street food consumption on satisfaction was examined. Second, the role of positive emotions in these relationships was examined. Finally, the impact of satisfaction from street food experiences on revisit and recommendation intention was studied. The sample for Study 1 was 344 local tourists who experienced street food in Istanbul between July–August 2020. And the sample for Study 2 was 325 local tourists who experienced street food in Bangkok between January-February 2020. To test the research model, a two-study approach was used. For both samples, hygiene practices and service quality in street food were found to positively and significantly affect satisfaction. On the other hand, the impact of food quality was observed in Study 1. In both studies (Studies 1 and 2), no moderator role of emotion was observed in the impact of hygiene practices, food and service quality perceptions on satisfaction. Plus, satisfaction with street food directly affects revisit and recommendation intentions. As consumers’ attitudes and behaviors toward street food consumption were examined in two different research sites and the street foods were significantly different in both regions, the similarities and differences in the findings are valuable. Furthermore, the role of positive emotions on the perceptions that affect satisfaction with street food consumption in two research sites was examined for the first time. © 2024 Taylor & Francis.