The influence of operational attributes, moderating effect of social media marketing on customers acceptance and business performance towards mobile food truck business resilience

Due to the rise of popularity pertaining to mobile food truck businesses and in line with the challenging food business realm, the efforts to improve the business performance and resiliency demand a more comprehensive view on the influence of mobile food truck operational attributes towards customer acceptance. However, without prejudice, there is still lack of studies specifically looking at the causes and effects of mobile food truck attributes, mediating effect of customers' acceptance, and business performance toward its business resiliency. In fact, there is still no study centrally looking at the moderating effect of social media marketing on customers' acceptance of the mobile food truck businesses. Therefore, this study empirically investigates the influence of mobile food truck operational attributes and the moderating effect of the social network marketing toward customer acceptance, business performance and its resiliency. Utilizing a self-administered questionnaire survey, 314 usable responses were collected from mobile food truck operators across all states in Peninsular Malaysia.