ABSTRACT
This study highlighted the latest trend of food and beverage industry which is food truck concept. This is a quantitative and exploratory study which was conducted to have a better understanding of the customer’s perception towards food truck concept by clarifying the factors of servicescape. The setting for the study was in Food Festival 2015 in Petaling Jaya, and 290 questionnaires have been collected. The result showed that there is a relationship between servicescape towards the consumers’ perceptions of food truck concept. This has proven that tangible items such as ambiance of food truck, layout, and visible signage do have significant influence on the perceptions of consumers. This study is hoped to contribute positive expansion of food truck and acceptance of the concept widely by the locals.
