Volume 39, Issue 4, June 2023, Pages 1495–1507
Evi Thelia Sari1 and Adisak Suvittawat2
1 Management Department, STIE Mahardhika, Surabaya, Indonesia
2 School of Management Technology, Suranaree University of Technology, Bangkok, Thailand
Original language: English
Copyright © 2023 ISSR Journals. This is an open access article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
This study is to examine the gap analysis between consumers’ perception (P) and expectation (E) toward the street foods in Surabaya and Bangkok cities. The convenience sampling is used to collect the data totaled as 849 respondents from both cities. The P-E Cartesius gap analysis indicates the quadrants of each questionnaire item. The Paired t-test is used to examine each city’s consumers’ P-E differences. The independent sample t-test examined the P-E differences towards the street foods quality among the cities. The result shows P-E gap towards street foods is higher among the consumers in Surabaya than in Bangkok. The perception towards street foods among consumers in Surabaya is different than in Bangkok, but the expectation of both consumers group is the same. It is suggested street food vendors in Surabaya to increase their product and service qualities as well as prices to meet the expectations.
Author Keywords: Gap analysis, Perception, Expectation, Street food.
Evi Thelia Sari1 and Adisak Suvittawat2
1 Management Department, STIE Mahardhika, Surabaya, Indonesia
2 School of Management Technology, Suranaree University of Technology, Bangkok, Thailand
Original language: English
Copyright © 2023 ISSR Journals. This is an open access article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
Abstract
This study is to examine the gap analysis between consumers’ perception (P) and expectation (E) toward the street foods in Surabaya and Bangkok cities. The convenience sampling is used to collect the data totaled as 849 respondents from both cities. The P-E Cartesius gap analysis indicates the quadrants of each questionnaire item. The Paired t-test is used to examine each city’s consumers’ P-E differences. The independent sample t-test examined the P-E differences towards the street foods quality among the cities. The result shows P-E gap towards street foods is higher among the consumers in Surabaya than in Bangkok. The perception towards street foods among consumers in Surabaya is different than in Bangkok, but the expectation of both consumers group is the same. It is suggested street food vendors in Surabaya to increase their product and service qualities as well as prices to meet the expectations.
Author Keywords: Gap analysis, Perception, Expectation, Street food.
How to Cite this Article
Evi Thelia Sari and Adisak Suvittawat, “GAP Analysis of the Street-food Consumers in Surabaya and Bangkok,” International Journal of Innovation and Applied Studies, vol. 39, no. 4, pp. 1495–1507, June 2023.
