Dışarıda yemek yeme olgusu: kuramsal bir model önerisi

Bahattin Özdemir

Eating out: A theoretical model proposal

Year 2010, Volume: 21 Issue: 2, 218 - 232, 01.12.2010

Abstract

Assuming that eating out is the basis of existence of food service industry, the main purpose of this study is to describe an integrative theoretical model of eating out. An extensive review of relevant literature reveals that the three major consumer decisions related to eating out are (i) decision to eat out, (ii) food choice, and (iii) restaurant choice. Decision to eat out is associated with consumers' motives to eat out while food choice and restaurant choice are influenced by a wide range of factors. It is also noted that these three major decisions of eating out are interrelated. Decisions of eating out lead consumer to a meal experience in a restaurant environment, and restaurant's internal design, product, social meeting, accompany, service, atmosphere, payment, and management control system are the major components of meal experience. The meal experience components interactively generate consumer satisfaction or dissatisfaction. Thus, the current study proposes a model comprising eating out purpose, decisions, meal experience and evaluation dimensions. The study also discusses the implications for restaurant managers and researchers.

Keywords

eating out, food choice, restaurant, meals, food and beverage management, theoretical model, catering, consumer behavior, consumer satisfaction

References

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Bayraktar, M., Babekoğlu, Y. ve Salman, M. (1995). Tüketicilerin Fast Food Restoran Tercihlerini Etkileyen Faktörler. Ankara: A. Ü. Ziraat Fakültesi Yayın No 1400
Bei, L, Chen E. Y., Rha, J. Y. ve Widdows, R. (2003). Consumers’ Online Information Search for a New Restaurant for Dining- Out: A Comparison of US and Taiwan Consumers, Journal of Foodservice Business Research, 6 (3): 15-36
Bernstein, D., Ottenfeld, M. ve Witte, C. (2008). A Study of Consumer Attitudes Regarding Variability of Menu Offerings in the Context of an Upscale Seafood Restaurant, Journal of Foodservice Business Research, 11(4): 398-411
Bowen, J. T. ve Morris, A. J. (1995). Menu Design: Can Menus Sell? International Journal of Contemporary Hospitality Management, 7(4): 4-9
Carmin, J. ve Norkus, G. X. (1990). Pricing Strategies for Menus: Magic or Myth? Cornell Hotel and Restaurant Administration Quarterly, 31(3): 44–50
Clark, M. ve Wood, R. C. (1998). Consumer Loyalty in the Restaurant Industry: A Preliminary Exploration of the Issues, International Journal of Contemporary Hospitality Management, 10(4): 139–144
Collison, R. ve Turner, M. (1988). Consumer Acceptance of Meals and Meal Components, Food Quality and Preference, 1(1): 21–24
Cullen, P. (1994). Time, Tastes and Technology: The Evolution of Eating Out, British Food Journal, 96 (10): 4-9
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Finkelstein, J. (1989). Dining Out: A Sociology of Modern Manners
İngiltere: Cambridge, Polity Press Gustafsson, I. (2004). Culinary Arts and Meal Science – A New Scientific Research Discipline, Food Service Technology, 4 (1): 9-20
Gustafsson, I., Öström, A. Johansson J. ve Mossberg, L. (2006)
The Five Aspects Meal Model: A Tool for Developing Meal Services in Restaurants, Journal of Foodservice, 17: 84-93
Gül, A., Akbay, A. Ö., Dölekoğlu, C. Ö., Özel, R. ve Akbay, C
(2003). Adana İli Kentsel Alanda Ailelerin Ev Dışı Gıda Tüketimlerinin Belirlenmesi. Ankara: Tarımsal Ekonomi Araştırma Enstitüsü, Yayın No 95
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Ingram, H. ve Jones, S. (1998). Teamwork and the Management of Food Service Operations, Team Performance Management, 4(2): 67-73
Johns, N. ve Kivela J. (2001). Perceptions of the First Time Restaurant Customer, Food Service Technology, 1: 5-11
Johns, N. ve Pine, R. (2002). Consumer Behaviour in the Food Service Industry: A Review, International Journal of Hospitality Management, 21(2): 119-134
Jones, P. ve Mifli, M. (2001). Menu Development and Analysis in UK Restaurant Chains, Tourism and Hospitality Research, 3(1): 61-71
Jönsson, P. ve Knutsson, H. (2009). Management Control of a Meal Experience: Comments on the Five Aspects Meal Model, Journal of Foodservice, 20:181-188
Kant, A. K. ve Graubard, B. I. (2004). Eating Out in America, 1987-2000: Trends and Nutritional Correlates, Preventive Medicine, 38: 243-249
Kincaid, C. S. ve Corsun, D. L. (2003). Are Consultants Blowing Smoke? An Empirical Test of the Impact of Menu Layout on Item Sales, International Journal of Contemporary Hospitality Management, 15(4): 226-231
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Kivela, J. (2003). Results of a Qualitative Approach to Menu Planning Using Control and Experimental Groups, Journal of Foodservice Business Research, 6(4): 43-65
Kivela, J., Inbakaran, R. ve Reece, J. (1999a). Consumer Research in the Restaurant Environment. Part 1: A Conceptual Model of Dining Satisfaction and Return Patronage, International Journal of Contemporary Hospitality Management, 11(5): 205–222
Kivela, J., Inbakaran, R. ve Reece, J. (1999b). Consumer Research in the Restaurant Environment. Part 2: Research Design and Analytical Methods, International Journal of Contemporary Hospitality Management, 11(6): 269–282
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Dışarıda yemek yeme olgusu: kuramsal bir model önerisi

Year 2010, Volume: 21 Issue: 2, 218 - 232, 01.12.2010

Bahattin Özdemir

Abstract

Bu çalışmada yiyecek-içecek hizmetleri endüstrisinin varlık sebebi olarak kavramsallaştırılan dışarıda yemek yeme olgusuna ilişkin kuramsal bir bütüncül modelin önerilmesi amaçlanmaktadır. Konu ile ilgili literatürde yer alan kavramsal ve görgül çalışmaların bulguları ışığında dışarıda yemek yemeye ilişkin (i) dışarıda yemek yeme kararı, (ii) yemek seçimi kararı ve (iii) restoran seçimi kararı olmak üzere üç ana tüketici kararı olabileceği anlaşılmaktadır. Dışarıda yemek yeme kararı tüketicilerin ev dışında yemek tüketme amaçları ile ilişkili görülürken, tüketicilerin yemek seçimi ve restoran seçimi kararlarını çok sayıda ve çeşitte faktörün etkilediği gözlemlenmektedir. Ayrıca dışarıda yemek yemeye ilişkin bu üç tüketici kararının birbiriyle ilişkili olabileceği de vurgulanmaktadır. Dışarıda yemek yemeye ilişkin üç ana karar tüketicileri bir restoranda yemek deneyimine götürmektedir. Yemek deneyimi restoranın iç tasarımı, ürün, sosyal karşılaşma, eşlik edilme, servis, atmosfer, ödeme ve yönetim kontrol sistemi bileşenlerinden oluşmaktadır. Bu bileşenlerin etkileşimi sonucu tüketici tatmini ya da tatminsizliği doğabilmektedir. Böylece çalışmanın önerdiği kuramsal model, dışarıda yemek yemeye ilişkin olarak amaçlar, kararlar, yemek deneyimi ve deneyim sonrası değerlendirme boyutlarını içermektedir. Çalışmada restoran işletmecileri ve konu üzerine çalışma yapmak isteyen araştırmacılar için öneriler de sunulmaktadır.

Keywords

dışarıda yemek yeme, besin seçimi, restoran, yemekler, yiyecek içecek işletmeciliği, kuramsal model, yiyecek içecek hizmeti, tüketici davranışı, tüketici memnuniyeti

References

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Andersson, T. D. and Mossberg, L. (2004). The Dining Experience: Do Restaurants Satisfy Customer Needs? Food Service Technology, 4: 171–177
Auty, S. (1992). Consumer Choice and Segmentation in the Restaurant Industry. Service Industries’ Journal, 12(3): 324–339
Avcıkurt, C., Sarıoğlan, M. ve Girgin, G. K. (2007). Yiyecek-İçecek Olgusuna Sosyolojik Bir Bakış, I. Ulusal Gastronomi Sempozyumu ve Sanatsal Etkinlikler, 4-5 Mayıs 2007 Antalya, 1-7
Batra, A. (2008). Foreign Tourists’ Motivation and Information Source(s) Influencing Their Preference for Eating Out at Ethnic Restaurants in Bangkok, International Journal of Hospitality and Tourism Administration, 9(1): 1-17
Bayraktar, M., Babekoğlu, Y. ve Salman, M. (1995). Tüketicilerin Fast Food Restoran Tercihlerini Etkileyen Faktörler. Ankara: A. Ü. Ziraat Fakültesi Yayın No 1400
Bei, L, Chen E. Y., Rha, J. Y. ve Widdows, R. (2003). Consumers’ Online Information Search for a New Restaurant for Dining- Out: A Comparison of US and Taiwan Consumers, Journal of Foodservice Business Research, 6 (3): 15-36
Bernstein, D., Ottenfeld, M. ve Witte, C. (2008). A Study of Consumer Attitudes Regarding Variability of Menu Offerings in the Context of an Upscale Seafood Restaurant, Journal of Foodservice Business Research, 11(4): 398-411
Bowen, J. T. ve Morris, A. J. (1995). Menu Design: Can Menus Sell? International Journal of Contemporary Hospitality Management, 7(4): 4-9
Carmin, J. ve Norkus, G. X. (1990). Pricing Strategies for Menus: Magic or Myth? Cornell Hotel and Restaurant Administration Quarterly, 31(3): 44–50
Clark, M. ve Wood, R. C. (1998). Consumer Loyalty in the Restaurant Industry: A Preliminary Exploration of the Issues, International Journal of Contemporary Hospitality Management, 10(4): 139–144
Collison, R. ve Turner, M. (1988). Consumer Acceptance of Meals and Meal Components, Food Quality and Preference, 1(1): 21–24
Cullen, P. (1994). Time, Tastes and Technology: The Evolution of Eating Out, British Food Journal, 96 (10): 4-9
DiPietro, R. B.. Roseman, M. ve Ashley, R. (2004). A Study of Consumers’ Response to Quick Service Restaurants’ Healthy Menu Items: Attitudes versus Behaviors, Journal of Foodservice Business Research, 7(4): 59-77
Douglas, M. (1975). Deciphering a Meal. Londra: Routledge and Keagan Paul
Edwards, S. A. ve Gustafsson, I. (2008). The Five Aspects Meal Model, Journal of Foodservice, 19: 4-12
Eves, A., Corney, M., Kipps, M., Noble, C., Lumbers, M. ve Price, M. (1996). The Nutritional Implications of Food Choices from Catering Outlets, Nutrition and Food Science, 5: 26-29
Finkelstein, J. (1989). Dining Out: A Sociology of Modern Manners
İngiltere: Cambridge, Polity Press Gustafsson, I. (2004). Culinary Arts and Meal Science – A New Scientific Research Discipline, Food Service Technology, 4 (1): 9-20
Gustafsson, I., Öström, A. Johansson J. ve Mossberg, L. (2006)
The Five Aspects Meal Model: A Tool for Developing Meal Services in Restaurants, Journal of Foodservice, 17: 84-93
Gül, A., Akbay, A. Ö., Dölekoğlu, C. Ö., Özel, R. ve Akbay, C
(2003). Adana İli Kentsel Alanda Ailelerin Ev Dışı Gıda Tüketimlerinin Belirlenmesi. Ankara: Tarımsal Ekonomi Araştırma Enstitüsü, Yayın No 95
Gyimothy, G., Rassing, C. R. Wanhill, S. (2000). Marketing Works: A Study of the Restaurants on Bornholm, Denmark, International Journal of Contemporary Hospitality Management, 12(6): 371-379
Hançer, M. (2007). Fiyat Sonu Yazım Stratejileri: Kafe ve Restoran Menü Fiyatlarının Öğrenci Algıları Üzerindeki Etkisini Belirlemeye Yönelik Nitel Bir Çalışma, Anatolia: Turizm Araştırmaları Dergisi, 18(1): 21-32
Hanefors, M. ve Mossberg, L. (2003). Searching for the Extraordinary Meal Experience, Journal of Business and Management, 9(3): 249-270
Hansen, K. V., Jensen, Q. ve Gustafsson I. (2004). Payment- An Undervalued Part of the Meal Experience, Food Service Technology, 4: 85-91
Hansen, K. V., Jensen, Q. ve Gustafsson I. (2005). The Meal Experience of A La Carte Restaurant Customers, Scandinavian Journal of Hospitality and Tourism, 5(2): 135-151
Ingram, H. ve Jones, S. (1998). Teamwork and the Management of Food Service Operations, Team Performance Management, 4(2): 67-73
Johns, N. ve Kivela J. (2001). Perceptions of the First Time Restaurant Customer, Food Service Technology, 1: 5-11
Johns, N. ve Pine, R. (2002). Consumer Behaviour in the Food Service Industry: A Review, International Journal of Hospitality Management, 21(2): 119-134
Jones, P. ve Mifli, M. (2001). Menu Development and Analysis in UK Restaurant Chains, Tourism and Hospitality Research, 3(1): 61-71
Jönsson, P. ve Knutsson, H. (2009). Management Control of a Meal Experience: Comments on the Five Aspects Meal Model, Journal of Foodservice, 20:181-188
Kant, A. K. ve Graubard, B. I. (2004). Eating Out in America, 1987-2000: Trends and Nutritional Correlates, Preventive Medicine, 38: 243-249
Kincaid, C. S. ve Corsun, D. L. (2003). Are Consultants Blowing Smoke? An Empirical Test of the Impact of Menu Layout on Item Sales, International Journal of Contemporary Hospitality Management, 15(4): 226-231
Kitapçı, O. (2008). Restoran Hizmetlerinde Müşteri Şikâyet Davranışları: Sivas İli’nde Bir Uygulama, Erciyes Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 31: 111-120
Kivela, J. (1997). Restaurant Marketing: Selection and Segmentation in Hong Kong, International Journal of Contemporary Hospitality Management, 9(3): 116-123
Kivela, J. (2003). Results of a Qualitative Approach to Menu Planning Using Control and Experimental Groups, Journal of Foodservice Business Research, 6(4): 43-65
Kivela, J., Inbakaran, R. ve Reece, J. (1999a). Consumer Research in the Restaurant Environment. Part 1: A Conceptual Model of Dining Satisfaction and Return Patronage, International Journal of Contemporary Hospitality Management, 11(5): 205–222
Kivela, J., Inbakaran, R. ve Reece, J. (1999b). Consumer Research in the Restaurant Environment. Part 2: Research Design and Analytical Methods, International Journal of Contemporary Hospitality Management, 11(6): 269–282
Kivela, J., Inbakaran, R. ve Reece, J. (2000). Consumer Research in the Restaurant Environment. Part 3: Analysis, Findings and Conclusions, International Journal of Contemporary Hospitality Management, 12(1): 13–31
Knight, A. J., Worosz, M. R. ve Todd, E. C. D. (2009). Dining for Safety: Consumer Perceptions of Food Safety and Eating Out, Journal of Hospitality and Tourism Research, 33: 471- 486
Korkmaz, S. (2005). Fast Food (Hızlı Yemek) Pazarında Rekabetçi Stratejilerin Etkinliği: Üniversite Gençliğinin Tercihlerinin Analizi, Gazi Üniversitesi Ticaret ve Turizm Eğitim Fakültesi Dergisi, 2: 24-23
Lee, S. J. ve Cranage, D. A. (2007). The Relative Importance of Menu Attributes at Point of Menu Selection through Conjoint Analysis: Focused on Adolescents, Journal of Foodservice Business Research, 10(2): 3-18
Levi-Strauss, C. (1983). The Raw and the Cooked Introduction to the Science of Mythologies, Chicago: The University of Chicago Press
Lewis, R. (1981). Restaurant Advertising: Appeals and Consumers’ Intentions, Journal of Advertising Research, 21(5): 69-74
Lindeman, M. ve Vaananen, M. (2000). Measurement of Ethical Food Choice Motives, Appetite, 34: 55-59
Lockyer, T. (2006). Would a Restaurant Menu Item by Any Other Name Taste as Sweet? FUI Hospitality Review, 24(1): 21-31
Lyon, P., Colquhoun, A. ve Alexander, E. (2003). Deskilling the Domestic Kitchen: National Tragedy or the Making of a Modern Myth? Food Service Technology, 3: 167-175
Marshall, D. W. (1993). Appropriate Meal Occasions: Understanding Conventions and Exploring Situational Influences on Food Choice, International Review of Retail, Distribution and Consumer Research, 3(3): 279–301
McCall, M. ve Lynn, A. (2008). The Effects of Restaurant Menu Item Description on Perceptions of Quality, Price, and Purchase Intention, Journal of Foodservice Business Research, 11(4): 439-445
Mennel, S., Murcott, A. ve Van Otterloo, A. H. (1992). The Sociology of Food: Eating, Diet, Culture. Londra: Sage
Mutlu, S. ve Gracia, A. (2004). Food Consumption Away from Home in Spain, Journal of Food Products Marketing, 10(2): 1-16
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There are 88 citations in total.

Details

Primary Language	Turkish
Journal Section	Articles
Authors	Bahattin Özdemir This is me
Publication Date	December 1, 2010
Published in Issue	Year 2010 Volume: 21 Issue: 2

Cite

APA	Özdemir, B. (2010). Dışarıda yemek yeme olgusu: kuramsal bir model önerisi. Anatolia: Turizm Araştırmaları Dergisi, 21(2), 218-232.
AMA	Özdemir B. Dışarıda yemek yeme olgusu: kuramsal bir model önerisi. Anatolia: Turizm Araştırmaları Dergisi. December 2010;21(2):218-232.
Chicago	Özdemir, Bahattin. “Dışarıda Yemek Yeme Olgusu: Kuramsal Bir Model önerisi”. Anatolia: Turizm Araştırmaları Dergisi 21, no. 2 (December 2010): 218-32.
EndNote	Özdemir B (December 1, 2010) Dışarıda yemek yeme olgusu: kuramsal bir model önerisi. Anatolia: Turizm Araştırmaları Dergisi 21 2 218–232.
IEEE	B. Özdemir, “Dışarıda yemek yeme olgusu: kuramsal bir model önerisi”, Anatolia: Turizm Araştırmaları Dergisi, vol. 21, no. 2, pp. 218–232, 2010.
ISNAD	Özdemir, Bahattin. “Dışarıda Yemek Yeme Olgusu: Kuramsal Bir Model önerisi”. Anatolia: Turizm Araştırmaları Dergisi 21/2 (December 2010), 218-232.
JAMA	Özdemir B. Dışarıda yemek yeme olgusu: kuramsal bir model önerisi. Anatolia: Turizm Araştırmaları Dergisi. 2010;21:218–232.
MLA	Özdemir, Bahattin. “Dışarıda Yemek Yeme Olgusu: Kuramsal Bir Model önerisi”. Anatolia: Turizm Araştırmaları Dergisi, vol. 21, no. 2, 2010, pp. 218-32.
Vancouver	Özdemir B. Dışarıda yemek yeme olgusu: kuramsal bir model önerisi. Anatolia: Turizm Araştırmaları Dergisi. 2010;21(2):218-32.

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