In this episode, I talk with researchers from Oklahoma State University about their research into ethnic food trucks and how the factors of authenticity, guest satisfaction, memorability of the experience, and positive word of mouth interact. Guests: Mr. Kiyan Shafieizadeh - https://www.linkedin.com/in/kiyan-shafieizadeh-01924938/ Dr. Willie Tao - https://www.linkedin.com/in/cwtao/ Article link: https://www.sciencedirect.com/science/article/abs/pii/S0278431920303522 ---
00:00 Welcome
01:57 In today's episode
02:55 Guest introductions
04:19 30,000 foot viewpoint
05:36 Origin of research
09:17 Food trucks as a way to try things
10:38 Theory: EDT again!
13:15 Types of quality: core, external, delivery
17:58 Concept and context match
18:30 Measuring risks
22:55 What the study found
23:35 Authenticity perceptions effects quality perceptions
25:02 Different dimensions of quality results
26:43 Which comes first? MDE, satisfaction, or word of mouth
28:07 The "flowchart" of the process
29:38 Defining "ethnic food trucks"
35:01 The impact of "hygiene" risk
40:39 Could this help ethnic restaurants as well?
44:34 What's the next step in this research?
48:16 If you owned a food truck, how would you use this research?
53:00 Recap
--- Your host Nathan’s LinkedIn - https://www.linkedin.com/in/nathan-jarvis-82ab719/ --- Where can I listen to Restaurant Relevance – the podcast? • Anchor - https://anchor.fm/restaurantrelevance • Spotify – https://open.spotify.com/show/5L7snh4IQ6OZ7eYp7ZXOuZ • Google podcasts - https://www.google.com/podcasts?feed=aHR0cHM6Ly9hbmNob3IuZm0vcy82OTdjNThlNC9wb2RjYXN0L3Jzcw== • Breaker - https://www.breaker.audio/restaurant-relevance-the-podcast • Pocket casts - https://pca.st/0viog2zs • Radio Public - https://radiopublic.com/restaurant-relevance-the-podcast-6B7Bbq Thanks to @StreamBeatsbyHarrisHeller Tracks “Rehearsal” and “Oxnard” from Groove #restaurantrelevance #foodtruck #authentic #wordofmouth #satisfaction Please note that this podcast is distinct from Dr. Nathan Jarvis’s teaching and research roles with the University of Houston. As with all academic research, data is contextual and designed to provide ideas for operators. However, no guarantees can be made for its effectiveness, etc. Restaurant Relevance – the Podcast, its employees, guests and affiliates assume no liability for the application of the information discussed.
