A Quantitative Analysis of Millennial Preferences and Customer Satisfaction with Food Truck Service in Klang Valley

Liu, Henry Guan Le and Ooi, Xin Wei and Tan, Yu Kei (2026) A Quantitative Analysis of Millennial Preferences and Customer Satisfaction with Food Truck Service in Klang Valley. Final Year Project (Bachelor), Tunku Abdul Rahman University of Management and Technology.

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Abstract

The fast expansion of food truck services in the Klang Valley has impacted the urban dining culture, especially among millennials who prioritize price, convenience, and uniqueness. This study looks at the relationship between food pricing, food quality, and service quality (independent factors) and millennial consumer satisfaction (dependent variable), with social media influence considered a moderating element. A quantitative study design was used, with structured questionnaires delivered to millennial respondents who had previous experience with food truck services. The data were examined with SPSS, which included descriptive statistics, correlation analysis, test for reliability, and multiple regression models. These findings show that food quality and service quality have a large impact on customer satisfaction, but the price has a lesser but still significant effect. Social media influence was discovered to influence the association between millennial preferences and satisfaction, enhancing the beneficial impact of food and service quality when combined with positive online involvement. These findings show the significance of incorporating both tangible (food and service) and intangible (internet presence) features into food truck operations to match millennial expectations. The study adds to academic literature by extending customer satisfaction theories to the mobile food service setting, as well as providing practical insights for food truck entrepreneurs looking to improve their competitiveness in the Klang Valley's dynamic market.