ISSN: 2222-6990
Open access
This study investigates the service quality of local street food vendors among visitors to Penang Island, emphasizing the impact of the physical environment, staff behavior, and food quality on visitor satisfaction. A total of 130 questionnaires were sent using simple random selection, with 105 completed and used for further analysis. Statistical Package for Social Sciences (SPSS) was used to analyse the information reported in this study. Findings reveal that all three factors significantly influence service quality. The physical environment, including cleanliness and organization of food stalls, plays a key role in shaping customer perceptions. Vendors can enhance service quality by maintaining clean and appealing environments. Staffs behaviour emerged as a crucial factor, with courteous and responsive service leading to higher customer satisfaction. Positive staff interactions encourage customer loyalty and word-of-mouth promotion. It was discovered that food quality was the most significant determinant of overall satisfaction, with taste, freshness, and portion size being key considerations. The results of the study may help those who wants to start a street food business, and those who are already in business have a better understanding of their customers. Furthermore, it may serve as a useful guide and reference for vendors and customers.
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