Bireysel ve Davranışsal Faktörlerin Restoran Müşterilerinin Şikâyet Etme Niyetlerine Etkisi

Year 2015, Volume: 26 Issue: 1, 61 - 79, 28.12.2015

Bahattin Özdemir , Gökhan Yılmaz , Osman Çalışkan

https://doi.org/10.17123/atad.vol26iss171069

Cited By: 3

Abstract

Bu araştırma bireysel ve davranışsal faktörlerin restoran müşterilerinin şikâyet etme niyetlerine etkisini incelemeyi amaçlamaktadır. Alanyazın taramasının ardından davranışsal faktörler olarak planlı davranış kuramının temel değişkenleri (tutum, öznel normlar ve algılanan davranışsal kontrol); bireysel faktörler olarak da enformasyon düzeyi ve kendini önemseme inceleme kapsamına alınmıştır. İstanbul’da yapılan çalışmada 582 kişiye soru formları dağıtılmış; eksik doldurulan ve uç değerler nedeniyle elenen soru formları olmasından dolayı 375 adet soru formu değerlendirmeye alınmıştır. Doğrulayıcı faktör analiziyle ölçüm modelinin uygunluğu belirlendikten sonra araştırma modelinde yer alan beş hipotez yapısal eşitlik modeli ile test edilmiştir. Hipotezlerin tamamı araştırma bulgularından destek bulabilmiştir ve araştırma bulguları tutum, algılanan davranışsal kontrol, öznel normlar, kendini önemseme ve enformasyon düzeyinin restoranlarda müşterilerin şikâyet etmeye ilişkin niyetlerini belirleyen faktörler olduğunu göstermiştir. Çalışma uygulamacılar ve ileriki araştırmalar için öneriler ile sonuçlandırılmıştır.

 

ABSTRACT
This study aims at exploring the effects of behavioral and individual factors on restaurant customers’ intentions to complain. Relying on the prior research, the current paper operationalized the variables of planned behavior theory (attitudes, subjective norms, and perceived behavioral control) as behavioral factors whereas information level and self-importance were included into the model as the representatives of individual factors. Questionnaires were administered to 582 participants in İstanbul. After elimination of questionnaires which were not completed or contained extreme values, remaining 375 questionnaires were further analyzed. First, a confirmatory factor analysis was conducted to evaluate the measurement model. Second, five hypotheses of the research were tested by using structural equation modeling. The findings supported all the hypotheses. Specifically, the research revealed that attitude, subjective norms, perceived behavioral control, self-importance, and information level were good predictors of restaurant customers’ intention to complain. Study concluded with recommendations for practice and future research.

Keywords

Restoran, Restoran işletmeciliği, Müşteri şikâyet davranışı, Şikâyet etme niyeti

References

• Anderson, J. C. ve Gerbing, D. W. (1988). Structural Equation Modelling in Practice: A Review and Recommended Two-Step Approach, Psychological Bulletin, 103 (3): 411-423.
• Ajzen, I. (1991). The Theory of Planned Behavior, Organizational Behavior and Human Decision Process, 50 (2): 179-211.
• Ajzen I. ve Fishbein, M. (1970). Attitude-behavior Relations: A Theoretical Analysis and Review of Empirical Research, Psychological Bulletin, 84 (5): 888-918.
• Antun, J. M., Frash, R. E., Costen, W. ve Runyan, R. (2010). Accurately Assessing Expectations Most Important to Restaurant
• Patrons: The Creation of the DineEx Scale, Journal of Foodservice Business Research, 13: 360-379.
• Bagozzi, R. P., Wong, N., Abe, S. ve Bergami, M. (2000). Cultural and Situational Contingencies and the Theory of Reasoned
• Action: Application to Fast Food Restaurant Consumption, Journal of Consumer Psychology, 9 (2): 97-106.
• Bentler, P. M. ve Chau, C. P. (1987). Practical Issues in Structural Modelling, Sociological Methods & Research, 16 (1): 78-117.
• Chang, J., Khan, M. A. ve Tsai, C. T. (2012). Dining Occasions, Service Failures and Customer Complaint Behaviors: An Empirical Assessment, International Journal of Tourism Research, 14: 601-615.
• Cheng, S. ve Lam, T. (2008). The Role of the Customer-Seller Relationship in the Intention of the Customer to Complain: A Study of Chinese Restaurateurs, International Journal of Hospitality Management, 27: 552-562.
• Cheng, S., Lam, T. ve Hsu, C. H. C. (2005). Testing the Sufficiency of the Theory of Planned Behavior: A Case of Customer
• Dissatisfaction Responses in Restaurants, International Journal of Hospitality Management, 24: 475-492.
• Chua, L. B., Othman, M. ve Abkarim, M. S. (2010). Servicescape Failure and Recovery Strategy in the Food Service Industry:
• The Effect on Customer Repatronization, Journal of Quality Assurance in Hospitality & Tourism, 11: 179-198.
• Çalışkan, O. (2013). Restoran İşletmelerinde Hizmet Hataları, Hizmet Telafi Stratejileri ve Müşteri Memnuniyeti İlişkisi, Seyahat ve Otel İşletmeciliği Dergisi (SOİD), 10 (3): 65-83.
• Day, R. L. ve Landon, E. L. (1977). Towards a Theory of Consumer Complaining Behavior, İçinde: Woodside, A. G., Sheth, J. N., Bennett, P. D. (Editörler), Consumer and Industrial Buying Behavior, (ss. 425- 437). New York: North-Holland Publishing Company.
• DeFranco, A., Wortman, J., Lam, T. ve Countryman, C. (2005). A Cross-cultural Comparison of Customer Complain Behavior
• in Restaurants in Hotels, Asia Pasific Journal of Tourism Research, 10 (2): 173-190.
• Ekiz, E. H. (2009). Factors Influencing Organizational Responses to Guest Complaints: Cases of Hong Kong and Northern Cyprus, Journal of Hospitality Marketing & Management, 18 (6): 539-573.
• Emir, O. (2011). Customer Complaints and Complaint Behaviors in Turkish Hotel Restaurants: An Application in Lara and Kundu Areas of Antalya, African Journal of Business Management, 5 (11): 4239-4253.
• Fornell, C. ve Larcker, D. F. (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error, Journal of Marketing Research, 18 (1): 39-50.
• Gursoy, D., McCleary, K. W. ve Lepsito, L. R. (2003). Segmenting Dissatisfied Restaurant Customers Based on Their Complaining Response Styles, Journal of Foodservice Business Research, 6 (1): 25-43.
• 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.
• Heung, V. C. S. ve Lam, T., (2003). Customer Complaint Behavior towards Hotel Restaurant Services, International Journal
• of Contemporary Hospitality Management, 15 (5): 283-289.
• Hirschman, A. O. (1970). Exit, Voice and Loyalty: Responses to Declaim in Firms, Organizations, and States. Cambridge: Harvard University Press.
• Jayaram, J., Kannan, V. R. ve Tan, K. C. (2004). Influence of Initiators on Supply Chain Value Creation, International Journal of Production Research, 42 (20): 4377-4399.
• Johns, N. ve Kivela, J. (2001). Perceptions of the First Time Restaurant Customer, Food Service Technology, 1: 5-11.
• Jones, D. L., McClearly, K. W. ve Lawrence, R. L. (2002). Consumer Complaint Behavior Manifestation for Table Service Restaurants: Identifying Socio-demographic Characteristics, Personality, and Behavioral Factors, Journal of Hospitality & Tourism Research, 26 (2): 105-123.
• Karatepe, O. M. (2006). Customer Complaints and Organizational Responses: The Effects of Complainants’ Perceptions of Justice on Satisfaction and Loyalty, International Journal of Hospitality Management, 25: 69-90.
• Kim, J. H. ve Lynn, J. (2007). Classification of Asian Complainers in Restaurant Services, Asia Pacific Journal of Tourism Research, 12 (4): 366-375.
• Kim, J. H. ve Chen, J. S. (2010). The Effects of Situational and Personal Characteristic on Consumer Complaint Behavior in Restaurant Services, Journal of Travel & Tourism Marketing, 27: 96-112.
• Kim, M. G., Wang, C. ve M, A. S. (2010). The Relationship between Consumer Complaining Behavior and Service Recovery, International Journal of Contemporary Hospitality Management, 22 (7): 975-991.
• Kim, J. ve Boo, S. (2011). Influencing Factors on Customers’ Intention to Complain in a Franchise Restaurant, Journal of Hospitality Marketing & Management, 20: 217-237.
• 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.
• Kitapçı, O. (2008). Restoran Hizmetlerinde Müşteri Şikâyet Davranışları: Sivas İlinde Bir Uygulama, Erciyes Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 31: 111-120.
• Lam, T. ve Tang, V. (2003). Recognizing Customer Complaint Behavior: The Case of Hong Kong Hotel Restaurants, Journal of Travel & Tourism Marketing, 14 (1): 69-86.
• Leong, K. L. ve Kim, W. G. (2002). Service Recovery Efforts in Fast Food Restaurants to Enhance Repeat Patronage, Journal of Travel & Tourism Marketing, 2/3 (12): 65-93.
• Lodorfos, G. N. ve Dennis, J. (2008). Consumers’ Intent in the Organic Food Market, Journal of Food Products Marketing, (14) 2: 17-38.
• Lundberg, C. (2011). Critical Service Encounters in Hotel Restaurants: The Personnel’s Perspective, Scandinavian Journal of Hospitality and Tourism, 11 (1): 1-19.
• Mattila, A. S. ve Ro, H. (2008). Discrete Negative Emotions and Customer Dissatisfaction Response in a Casual Restaurant Setting, Journal of Hospitality & Tourism Research, 32 (1): 89-107.
• McQuilken, L. ve Robertson, N. (2011). The Influence of Guarantees, Active Request to Voice and Failure Severity on Customer Complaint Behavior, International Journal of Hospitality Management, 30: 953-962.
• Murphy, K. R. ve Davidshofer, C. O. (1988). Psychological Testing: Principles and Applications. Englewood Cliffs, NJ: Prentice Hall.
• O’Fallon, M., Gursoy, D. ve Swanger, N. (2007). To Buy or Not to Buy: Impact of Labeling on Purchasing Intentions of Genetically Modified Foods, International Journal of Hospitality Management, 26 (1): 117-130.
• Ok, C., Back, K. J. ve Shanklin, C. W. (2006). Service Recovery Paradox: Implications from an Experimental Study in a Restaurant Setting, Journal of Hospitality & Leisure Marketing, 3 (14): 17-31.
• Rogers, J. C., Ross, S. C. ve William, T. G. (1992). Personal Values and Purchase Dissatisfaction Response, Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 5 (1): 81-92.
• Silber, I., Israeli, A., Bustin, A. ve Zvi, O.B. (2009). Recovery Strategies for Service Failures: The Case of Restaurants, Journal of Hospitality Marketing & Management, 18: 730-740.
• Singh, J. (1988). Consumer Complaint Intentions and Behavior: Definitional and Taxonomical Issues, Journal of Marketing, 52 (Ocak): 93-107.
• Su, W. ve Bowen, J. T. (2001). Restaurant Customer Complaints Behavior, Journal of Restaurant & Foodservice Marketing, 4
• (2): 35-65.
• Sujithamrak, S. ve Lam, T. (2005). Relationship between Customer Complaint Behavior and Demographic Characteristics: A Study of Hotel Restaurants’ Patrons, Asia Pacific Journal of Tourism Research, 10 (3): 290-307.
• Susskind, A. M. (2005). A Content Analysis of Consumer Complaints, Remedies, and Repatronage Intentions Regarding Dissatisfying Service Experiences, Journal of Hospitality & Tourism Research, 29 (2): 150-169.
• Susskind, A. M. ve Viccari, A. (2011). A Look at the Relationship between Service Failure, Guest Satisfaction, and Repeat-Patronage Intention of Casual Dining Guests, Cornell Hospitality Quarterly, 4 (52): 438-444.
• Şencan, H. (2005). Sosyal ve Davranışsal Ölçümlerde Güvenirlilik ve Geçerlilik. Ankara: Seçkin Yayıncılık.
• Velazquez, B. M., Contri, G. B., Saura, I. G. ve Blasco, M. F. (2006). Antecedents to Complaint Behavior in the Context of Restaurant Goers, International Review of Retail, Distribution and Consumer Research, 16 (5): 493-517.
• Velazquez, B. M., Blasco, M. F., Saura, I. G. ve Contri, G. B. (2010). Causes for Complaining Behavior Intentions: The Moderator Effect of Previous Customer Experience of the Restaurant, Journal of Service Marketing, 24 (7): 532-545.
• Wei, W., Miao, L. Cai, L. ve Adler, H. (2012). The Influence of Self-Construal and Co-Consumption Others on Consumer Complaining Behavior, International Journal of Hospitality Management, 31: 764-771.
• Weiss, R., Feinstein, A.H. ve Dalbor, M. (2004). Customer Satisfaction of Theme Restaurant Attributes and Their Influence on Return Intent, Journal of Foodservice Business Research, 7 (1): 23-41.
• Wildes, J. W. ve Seo, W. (2001). Customers Vote with Their Forks: Consumer Complaining Behavior in the Restaurant Industry, International Journal of Hospitality & Tourism Administration, 2 (2): 21-33.
• Wu, C. H. ve Liang, R. (2009). Effects of Experiential Value on Customer Satisfaction with Service Encounters in Luxury-hotel Restaurants, International Journal of Hospitality Management. 28: 586-593.