Determining the Factors Affecting Customer Satisfaction in Fine-dining Restaurants: A Netnographic Research

Year 2021, , 1523 - 1537, 29.12.2021

Gizem Kandemir Altunel , İbrahim Çifçi

https://doi.org/10.32709/akusosbil.858409

Cited By: 4

Abstract

Recently, there has been more interest in the fine-dining restaurant concept in the tourism literature with the spread of the fine-dining restaurant concept worldwide. Although previous studies have indicated the determinants of customer satisfaction in restaurants, researchers have not treated fine-dining restaurants in much detail. The present study aimed to explore the determinants of customer satisfaction in fine-dining restaurants. In this study, Tripadvisor reviews of the fine-dining restaurants in Turkey's most visited three provinces (Antalya, Istanbul, Mugla) were examined with a netnographic approach. The reviews were analyzed with content analysis. As a result of the examined 193 positive customer reviews, 579 expressions were determined with the selective coding method. The findings show that the factors affecting customer satisfaction in fine-dining restaurants were shaped around four main categories; food and beverage characteristics, atmosphere, service personnel, and price-quality match. In addition, the study demonstrated that the food and beverage characteristics came to the fore as the most critical factor affecting customer satisfaction in fine-dining restaurants. Dimensions are explained with the factors that influence customer satisfaction. Some important managerial and research implications were emphasized by examining multiple interrelated strategic factors affecting customer satisfaction in fine-dining restaurants. The study's findings can contribute to a better understanding of factors affecting customer satisfaction in fine-dining restaurants. Also, the data provides further practical information for fine-dining restaurants to determine their strengths, weaknesses and compares themselves to their competitors.

Keywords

Fine-dining restaurant, customer satisfaction, netnographic approach

Fine-dining Restoranlarda Müşteri Memnuniyetini Etkileyen Unsurların Belirlenmesi: Netnografik Bir Araştırma

Abstract

Fine-dining restoran anlayışının dünya genelinde yaygınlaşmaya başlamasıyla birlikte bu alan turizm yazınında daha fazla ilgi görmeye başlamıştır. Ancak, restoran işletmeleri ile ilgili müşteri memnuniyetini belirleyici unsurları ortaya koyan çalışmaların yoğunluğuna kıyasla fine-dining restorancılık anlayışına yönelik henüz yeterince araştırma yapılmamıştır. Bu araştırmanın amacı, fine-dining restoranlarda müşteri memnuniyetini etkileyen unsurların belirlenmesidir. Bu amaç doğrultusunda, Türkiye’nin en çok ziyaretçi alan üç ilinde (Antalya, İstanbul, Muğla) faaliyet gösteren fine-dining restoranların Tripadvisor yorumları incelenmiştir. Araştırmada yöntem olarak netnografi yaklaşımı tercih edilmiş ve çevrimiçi yorumlar içerik analizine tabi tutulmuştur. Keşfedici nitelik taşıyan bu araştırmada incelenen 193 adet olumlu müşteri yorumu sonucunda seçici kodlama yöntemi ile 579 adet ifade belirlenmiştir. Netnografik yaklaşım yardımıyla analize tabi tutulan yorumlar neticesinde, fine-dining restoranlarda müşteri memnuniyetini etkileyen unsurlar birbirleriyle ilişkili dört ana kategoride toplanmıştır; yiyecek-içecek özellikleri, atmosfer, hizmet personeli ve fiyat-kalite uyumu. Araştırmada ayrıca fine-dining restoranlarda müşteri memnuniyetini etkileyen en önemli unsur yiyecek içecek özellikleri olarak ön plana çıkmıştır. Her ana boyut kendi içerisinde müşteri memnuniyetini belirleyen etkenlerle açıklanmıştır. Fine-dining restoranlarında müşteri memnuniyetini etkileyen birbiriyle ilişkili birden çok stratejik faktör incelenmiş ve önemli bazı yönetimsel ve araştırma sonuçları vurgulanmıştır. Gerçekleştirilen bu araştırma fine-dining restoran müşterilerinin memnuniyetini etkileyen unsurları ortaya koymaktadır. Bununla birlikte fine-dining restoranların rakiplerine göre güçlü, zayıf yönlerini ve konumlarını belirleyebilmesine imkân sağlamaktadır.

Keywords

Fine-dining restoran, müşteri mennuniyeti, netnografik yaklaşım

References

• Akoğlu, A. ve Öztürk, E. (2018). Türkiye’de Fine Dining Restoranlara Bakış: Mutfak Yöneticileri Üzerine Bir Araştırma. Journal of Tourism and Gastronomy Studies, 6(1), 430–443. doi: 10.21325/jotags.2018.196
• Akyüz, H. (2020). Fine Dining, İçinde Sarıışık, M., Özbay, G. ve Ceylan, V. (Ed.), Gastronomi Sözlüğü A dan Z ye (ss. 1–20). Detay Yayıncılık, Ankara.
• Alegre J., & Garau J. (2010). Tourist satisfaction and dissatisfaction. Annals of Tourism Research, 37(1), 52–73. https://doi.org/10.1016/j.annals.2009.07.001
• Almohaimmeed, B. M. (2017). Restaurant quality and customer satisfaction. International Review of Management and Marketing, 7(3), 42–49.
• Andaleeb, S. S., & Conway, C. (2006). Customer satisfaction in the restaurant industry: An examination of the transaction-specific model. Journal of Services Marketing, 20(1), 3–11. doi:10.1108/08876040610646536
• Arora, R., & Singer, J. (2006). Customer Satisfaction and Value as Drivers of Business Success for Fine Dining Restaurants, Services Marketing Quarterly, 28(1), 89–102, doi: 10.1300/J396v28n01_05.
• Back, K. J. (2012). Impact-range performance analysis and asymmetry analysis for improving quality of Korean food attributes. International Journal of Hospitality Management, 31(2), 535–543. doi:10.1016/j.ijhm.2011.07.013
• Barnes, D. C., Meyer, T., & Kinard, B.R. (2016). Implementing a delight strategy in a restaurant setting: the power of unsolicited recommendations. Cornell Hospitality Quarterly, 57(3), 329–342. doi:10.1177/1938965515626296
• Bekar, E. ve Bekar, A. (2020). Fine-Dining Restoran İşletmelerinde Canlı Müzik: Müşteriler ve İşletmeler Açısından Değerlendirilmesi. Journal of Tourism and Gastronomy Studies, 8(2), doi: 10.21325/jotags.2020.613
• Bitner, M. J. (1992). Servicescapes: The Impact of Physical Surroundings on Customers and Employees. Journal of Marketing. 56(2), 57–71. doi: 10.1177/002224299205600205
• Bojanic, D. C., & Rosen, D.L. (1994), Measuring service quality in restaurants: an application of the SERVQUAL instrument. Hospitality Research Journal, 18(1), 3–14. doi:10.1177/109634809401800102
• Braun, V., & Clarke, V. (2006). Using thematic analysis in psychology. Qualitative Research in Psychology, 3(2), 77–101. doi:10.1191/1478088706qp063oa
• Cao, Y., Li, X. R., DiPietro, R., & So, K. K. F. (2019). The creation of memorable dining experiences: Formative index construction. International Journal of Hospitality Management, 82, 308–317. doi:10.1016/j.ijhm.2018.10.010
• Chandralal, L., Rindfleish, J. , & Valenzuela, F. (2015). An application of travel blog narratives to explore memorable tourism experiences. Asia Pacific Journal of Tourism Research, 20(6), 680–693. doi:10.1080/10941665.2014.925944
• Chiovitti, R. F., & Piran, N. (2003). Rigour and grounded theory research. Journal of Advanced Nursing, 44(4), 427–435. doi:10.1046/j.0309-2402.2003.02822.x
• Chon, A. (1990). Study of Customer Loyalty and Image of Fine-dining Restaurant. Tourism Review, 45(2), 2–9. doi:10.1108/eb058040
• Creswell, J. W. (2007). Qualitative Inquiry and Research Design: Choosing Among Five Approaches. CA: Sage: Thousand Oaks.
• Daniel, C., & Berinyuy, L. (2010). Using the SERVQUAL Model to Assess Service Quality and Customer Satisfaction: An Empirical Study of Grocery Stores in Umea, Umea School of Business, Umea.
• Eliwa, R. A. (2006). A study of customer loyalty and the ımage of the fine dining restaurant. OSU - Electronic Theses and Dissertations, Cairo, Egypt: Oklahoma State University Hospitality Administration.
• Elo, S., & Kyngas, H. (2008). The Qualitative Content Analysis Process. Journal of Advanced Nursing, 62(1), 107–115. doi:10.1111/j.1365-2648.2007.04569.x
• Fidan, D. ve Artuğer, S. (2018). Restoranlardaki Atmosferik Unsurların Müşteri Memnuniyeti Üzerine Etkisi. Journal of Tourism and Gastronomy Studies 6(4), 267–284. doi: 10.21325/jotags.2018.309
• Golani, N., Manglik, A., & Pawar, S. (2017). Factors Influencing customer satisfaction & customer delight in fine-dining restaurants. International Journal for Research in Applied Science and Engineering Technology, 2, 629–638. doi: 10.22214/ijroset.2017.2095
• Gunaratne, A., & Wilson, G. (2012). Attributes Associated with Customer Satisfaction in Fine-dining Restaurants and their 'Zones of Tolerance'. Proceedings of the Australian & New Zealand Marketing Academy Conference (ANZMAC). 3–5 December, Adelaide, Australia.
• Gupta, S., Mclaughlin, E., & Gomez, M. (2007). Guest Satisfaction and Restaurant Performance. Cornell Hotel and Restaurant Administration Quarterly, 48(3), 284–298. doi:10.1177/0010880407301735
• Ha, J., & Jang, S. S. (2013), Variety seeking in restaurant choice and its drivers. International Journal of Hospitality Management, 32, 155–168. doi:10.1016/j.ijhm.2012.05.007
• Harr, K. K. L. (2008). Service dimensions of service quality impacting customer satisfaction of fine dining restaurants in Singapore. UNLV Theses, Dissertations, Professional Papers, and Capstones. 686.
• Harrington, R. J., Ottenbacher, M. C., Staggs, A., & Powell, F. A. (2012). Generation Y consumers: Key restaurant attributes affecting positive and negative experiences. Journal of Hospitality & Tourism Research, 36(4), 431–449. doi:10.1177/1096348011400744
• Heung, V., Wong, M., & Qu, H. (2000). Airport-restaurant service quality in Hong Kong: an application of SERVQUAL. The Cornell Hotel and Restaurant Administration Quarterly, 41(3), 86–96. doi:10.1177/001088040004100320
• Hwang, J., & Ok, C. (2013). The antecedents and consequence of consumer attitudes toward restaurant brands: a comparative study between casual and fine-dining restaurants. International Journal of Hospitality Management, 32,121–131. doi:10.1016/j.ijhm.2012.05.002
• Iglesias, M. P., & M.J. Yague. (2004). Perceived quality and price: Their impact on the satisfaction of restaurant customers. International Journal of Contemporary Hospitality Management, 16 (6), 373–79. doi:10.1108/09596110410550824
• Jeong, E., & Jang, S. S. (2015). Healthy menu promotions: a match between dining value and temporal distance. International Journal of Hospitality Management, 45, 1–13. doi:10.1016/j.ijhm.2014.11.001
• Kandampully, J., & Zhang, T. (2015). Customer loyalty: a review and future directions with a special focus on the hospitality industry. International Journal of Contemporary Hospitality Management, 27(3), 379–414. doi:10.1108/ijchm-03-2014-0151
• Kim, S., & Lee, J. S. (2013). Is satisfaction enough to ensure reciprocity with upscale restaurants? The role of gratitude relative to satisfaction. International Journal of Hospitality Management, 33,118–128. doi:10.1016/j.ijhm.2012.06.009
• Kozinets, R. V. (2002). The Field behind the Screen: Using Netnography for Marketing Research in Online Communities. Journal of Marketing Research, 39(1). 61–72. doi:10.1509/jmkr.39.1.61.18935
• Litvin, S. W., Goldsmith, R. E., & Pan, B. (2008). Electronic word-of mouth in hospitality and tourism management. Tourism Management, 29, 458–468. doi:10.1016/j.tourman.2007.05.011
• Liu, Y., & Jang, S. S. (2009). Perceptions of Chinese restaurants in the US: what affects customer satisfaction and behavioral intentions? International Journal of Hospitality Management, 28(3), 338–348. doi:10.1016/j.ijhm.2008.10.008
• Magnini, V. P., & Thelen, S. T. (2008). The Influence of Music on Perceptions of Brand Personality, Décor, and Service Quality: The Case of Classical Music in a Fine-Dining Restaurant. Journal of Hospitality & Leisure Marketing, 16(3), 286–300. doi:10.1080/10507050801946866
• Mathe-Soulek, K., Slevitch, L., & Dallinger, I. (2015). Applying mixed methods to identify what drives quick service restaurant's customer satisfaction at the unit-level. International Journal of Hospitality Management, 50. 46–54. doi:10.1016/j.ijhm.2015.07.007
• Namkung, Y., & Jang, S. (2007). Does food quality really matter in restaurants? Its impact on customer satisfaction and behavioural intentions. Journal of Hospitality and Tourism Research, 31(3), 387–409. doi: 10.1177/1096348007299924
• Okada, E. M., & Hoch, S.J. (2004). Spending time versus spending money. Journal of consumer research, 31(2), 313–323. doi:10.1086/422110
• Otieno Obonyo, G., Awuor Ayieko, M., & Ouma Kambona, O. (2014). Key Determinants of Food Preparation Attributes in Staging Memorable Experiences: Perspectives of Hotel Managers in Western Kenya. International Journal of Hospitality & Tourism Administration, 15(3), 314–331. doi:10.1080/15256480.2014.925733
• Patton, M. (2002). Qualitative Research and Evaluation Methods. CA: Sage: Thousand Oak.
• Pizam A., Shapoval V., & Ellis T. (2016). Customer satisfaction and its measurement in hospitality enterprises: a revisit and update. International Journal of Contemperary Hospitality Management, 28(1):2–35. doi:10.1108/ijchm-04-2015-0167
• Pohl, E. B., Bollini, L., & Fajardo, J. (2009). Color & restaurant design. Reditar Libros.
• Prayag G, Hosany S, Muskat B., & Del Chiappa G. (2017). Understanding the relationships between tourists' emotional experiences, perceived overall image, satisfaction, and intention to recommend. Journal of Travel Research, 56(1):41–54. doi:10.1177/0047287515620567
• Qin, H., & Prybutok, V. R. (2009). Service quality, customer satisfaction, and behavioral intentions in fast‐food restaurants. International Journal of Quality and Service Sciences, 1(1), 78–95. doi:10.1108/17566690910945886
• Radjenović, M. (2014). Development Model of The Fine Dining Restaurant. Tourism and Hospitality Industry, 631-642.
• Rageh, A., & Melewar, T. C. (2013). Using netnography research method to reveal the underlying dimensions of the customer/tourist experience. Qualitative Market Research: An International Journal, 16(2), 126–149. doi:10.1108/13522751311317558
• Rageh, A., Melewar, T. C., & Woodside, A. (2013). Using netnography research method to reveal the underlying dimensions of the customer/tourist experience. Qualitative Market Research: An International Journal, 16 (2), 126–149. doi:10.1108/13522751311317558
• Ribeiro, M. A., & Prayag, G. (2019). Perceived quality and service experience: Mediating effects of positive and negative emotions. Journal of Hospitality Marketing & Management, 28(3), 285–305. doi:10.1080/19368623.2018.1517071
• Ryu, K., & Han, H. (2010). Influence of The Quality of Food, Service, and Physical Environment On Customer Satisfaction and Behavioral Intention in Quick-Casual Restaurants: Moderating Role Of Perceived Price. Journal of Hospitality & Tourism Research, 34(3), 310–329. doi:10.1177/1096348009350624
• Sikolia, D., Biros, D., Mason, M., & Weiser, M. (2013). Trustworthiness of Grounded Theory Methodology Research in Information Systems., Association for Information Systems AIS Electronic Library (AISeL) 16.
• Sukhu, A., Bilgihan, A., & Seo, S. (2017). Willingness to pay in negative restaurant service encounters. International Journal of Hospitality Management, 65, 11–19. doi:10.1016/j.ijhm.2017.05.006
• Sulek, J. M., & Hensley, R.L. (2004). The relative importance of food, atmosphere, and fairness of wait the case of a full-service restaurant. Cornell Hotel and Restaurant Administration Quarterly, 45(3), 235–247. doi:10.1177/0010880404265345
• T.C. Kültür ve Turizm Bakanlığı (2019). Turizm İstatistikleri. https://yigm.ktb.gov.tr/Eklenti/69320,turizmistatistikleri2019-4pdf.pdf?0 (Erişim Tarihi: 16.09.2020).
• T.C. Kültür ve Turizm Bakanlığı Yatırım ve İşletmeler Genel Müdürlüğü (2017). Bilgilendirme Dosyası. https://www.ktb.gov.tr/Eklenti/60981,bilgilendirme-dosyasipdf.pdf?0 (Erişim Tarihi: 16.09.2020).
• Tavakoli, R., & Wijesinghe, S.N. (2019). The evolution of the web and netnography in tourism: A systematic review. Tourism Management Perspectives, 29, 48–55. doi:10.1016/j.tmp.2018.10.008
• Tripadvisor (2020). 15 Kasım 2020 tarihinde https://tripadvisor.mediaroom.com/tr-about-us
• Tsaur, S. H., & Yen, C. H. (2019). Service redundancy in fine-dining: evidence from Taiwan. International Journal of Contemporary Hospitality Management, 31(2), 830–854, doi:10.1108/ijchm-09-2017-0574
• Türnüklü, A. (2000). Eğitimbilim araştırmalarında etkin olarak kullanılabilecek nitel bir araştırma tekniği: görüşme. Kuram ve Uygulamada Eğitim Yönetimi Dergisi, 24, 543–559.
• Varnalı, K. (2019). Dijital kabilelerin izinde: Sosyal netnografik araştırmalar. İstanbul: MediaCat Yayınları.
• Yüksel, A. ve Yüksel, F. (2003). Measurement of tourist satisfaction with restaurant services: A segment-based approach. Journal of Vacation Marketing, 9(1), 52–68. doi:10.1177/135676670200900104
• Zeithaml, V., Berry, L., & Parasuraman, A. (1996). The behavioral consequences of service quality. Journal of Marketing, 60, 31–46. doi:10.2307/1251929