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Service quality has been highlighted as the vital element in fulfilling customers' needs, which contributes to the customers' evaluation on the services given. As food truck business is increasingly popular in Malaysia, it is important for the food trucks' service provider to ensure that their service quality meets the standard to satisfy the customers in order to build customer loyalty. Therefore, the aim of this study is to investigate the relationship between food trucks' service quality with customer satisfaction and its impact toward customer loyalty. The customer service was measured using service quality (SERVQUAL) attributes (tangibles, reliability, responsiveness, assurance and empathy).

A quantitative study was conducted to examine the influence of food trucks' service quality on customer satisfaction and its impact toward customer loyalty. A total of 100 food truck customers have been randomly selected to answer the self-administered questionnaire. Data collected were analyzed using frequency, descriptive, reliability, Pearson correlation and regression analysis.

Findings indicated that three out of five attributes of service quality have significant relationships toward customer satisfaction. They are tangibles (β = 0.225, p < 0.05), reliability (β = 0.349, p < 0.05) and assurance (β = 0.311, p < 0.05). Moreover, the customer loyalty (β = 0.643, p < 0.01) has a significant relationship with customer satisfaction.

Service quality can be characterized as the discrepancy between customer service standards and actual service. When expectations are higher than performance, perceived quality is less than acceptable and therefore consumer disappointment exists which eventually decreases customer loyalty toward a product or services. The study suggested that physical image of the food trucks' service like physical facilities, how the service being performed and also courtesy and knowledge of the food trucks' employees are very important to transfer confidence and trust to customers, which then will influence them to be loyal.

This study seeks to examine the relationship between market orientation, service quality, and their impact towards organizational performance.

A total of 175 sets of structured questionnaires were distributed to managers of 175 service organizations in the northern region of Malaysia, and only 57.71 percent of it, which is 101, was returned.

The results show that market orientation has a significant effect on organizational performance and service quality. Also, service quality has a significant effect on organizational performance. Interestingly, this study found that service quality partially mediates the relationship between market orientation and organizational performance.

In order to be more generalized to the service industry, a wider sample with multiple responses from different individuals and management levels can be used for any future study. The same study can also be done by including other mediating or even moderating variables.

There is still a shortage of research studying the impact of service quality as a mediator on the relationship between market orientation and organizational performance. Thus, this study contributes a significant knowledge to the service industry.

This study adds to the literature by bridging the gap and showing the importance of market orientation in service organizations. It also provides some theoretical contributions to the development of market orientation in relation to service quality and organizational performance.

The main purpose of this study is to explore the relationship between total quality management (TQM) practices and service quality as well as the relationship between TQM practices and market orientation.

Structured questionnaires were distributed to managers of 175 service organisations in the northern region of Malaysia; 101 were returned.

The results show that employee empowerment, information and communication, customer focus, and continuous improvement had a significant effect on service quality whereas only employee empowerment and customer focus had a significant effect on market orientation.

A wider sample can be used for any future study, which can be generalized to the service industry with multiple responses from different individuals and management levels. The same study can also be completed by including more TQM practices as well as other mediating variables like environment, culture, and control within the organization.

This study contributes significant knowledge to the service industry since there is still a lack of studies that have been done in relation to TQM in service organizations due to its origin, which is more related to manufacturing organizations. It helps towards understanding the improvement in quality efforts in service organizations in the context of Malaysian practitioners.

This study adds to the literature by bridging the gap and showing the importance of TQM practices in service organizations. It also provides some theoretical contributions to the TQM development, in relation to market orientation.