Tüketicilerin Ev Yemeği Restoranlarına Daha Fazla Ödeme Yapma Nedenlerinin İncelenmesi

Year 2019, Volume: 16 Issue: 1, 49 - 58, 28.06.2019

Kalender Özcan Atılgan , Onur Koç

Abstract

Bu çalışmanın amacı, sağlık
bilincinin, gıda kalitesinin, fiyat duyarlığının ve hizmet deneyiminin
tüketicilerin ev yemeğini satın alırken fazla ödeme istekliliği üzerindeki etkileri
araştırmaktır. Ev yemeği restoranını daha önce tercih eden tüketiciler anketi
cevapladılar. Bu araştırmada, kolayda örnekleme yöntemiyle seçilen 600 kişiye
yüz yüze anket uygulanmıştır. Elde edilen veriler tanımlayıcı istatistikler,
korelasyon ve regresyon analizi ile değerlendirilmiştir. Araştırmanın
sonucunda, tüketicilerin ev yemeği restoranlarını tercih etmesinde etkili olan
özelliklerin başında hijyen ve fiyatın geldiği görülmüştür. Ayrıca, sağlık
bilincinin, gıda kalitesinin, fiyat duyarlılığının ve hizmet deneyiminin
davranışsal niyet üzerinde etkisinin olduğu ortaya çıkmıştır.

Keywords

Ev Yemeği Restoranı, Sağlık Bilinci, Fiyat, Gıda Kalitesi, Hizmet Deneyimi, Davranışsal Niyet

References

• Albayrak, A. (2015). Müşterilerin Restoran Seçimlerini Etkileyen Faktörler: İstanbul Örneği, Anatolia: Turizm Araştırmaları Dergisi, 25(2), 190-201.
• Alemdar, M., Y. (2010). Deneyimsel Pazarlamada Alışveriş Atmosferinin Tüketici Davranışları Üzerindeki Etkisi, Yayınlanmamış Doktora Tezi, Ege Üniversitesi Sosyal Bilimler Enstitüsü, İzmir.
• Al-Mamun, A., Rahman, M.K. ve Robel, S.D. (2014). A Critical Review of Consumers’ Sensitivity to Price: Managerial and Theoretical Issues, Journal of International Business and Economics 2, 1-9.
• Andongo, C. A., Anuga, S. W. ve Dayour, F. (2015). Will They The Others to Taste? International Tourist's Experience of Ghanian Cusines, Tourism Management Perspectives, 15, 57-64.
• Berry, L. L., Carbone, L. P. ve Haeckel, S. H. (2002). Managing the Total Customer Experience, MIT Sloan Management Review, 43, 1-6.
• Cronin, J.J, Michael K.B. ve Hult, G. T. M. (2000). Assessing the Effects of Quality, Value, and Customer Satisfaction on Consumer Behavioral Intentions in Service Environments, Journal of Retailing 76(2), 193-218.
• Demir, Ş.Ş. ve Kozak, M. (2013). Tüketici Davranışları, Ankara: Detay Yayıncılık.
• Dong, Z. (2015). How to Persuade Adolescents to Use Nutrition Labels: Effects of Health Consciousness, Argument Quality, and Source Credibility, Asian Journal of Communication, 25(1), 84-101.
• Goldsmith, R.E., Kim, D., Flynn L.R. ve Kimm, W.M. (2005). Price Sensitivity and Innovativeness For Fashion Among Korean Consumers, The Journal of Social Psychology, 145(5), 501–8.
• Gould, S. J. (1988). Consumer attitudes toward health and health care: A differential perspective, Journal of Consumer Affairs, 22(1), 96-118.
• Günay, N. G. (2008). Hizmet Pazarlamasından Deneyimsel Pazarlamaya: Bir Güzellik Merkezinde Uygulama, Akdoğan, M. Ş. (Editör). 13. Ulusal Pazarlama Kongresi (25-29 Ekim), 64-72, Nevşehir.
• Güven, E.Ö. ve Sarıışık, M. (2014). Konaklama Hizmetlerinde Davranışsal Niyeti Etkileyen Hizmet Kalitesi Boyutları, İşletme Bilimi Dergisi, 2(2), 21-51.
• Heung, V. C. S. ve Tianming, G. (2012) Influence of restaurant atmospherics on patron satisfaction and behavioral intentions, International Journal of Hospitality Management 31(4), 1167-1177.
• Hsu, S.-Y., Chang, C.-C. ve Lin, T. T. (2016). An Analysis of Purchase Intentions Toward Organic Food on Health Consciousness and Food Safety with/under Structural Equation Modeling, British Food Journal, 118(1), 200-216.
• Hsu, C.-L., Chang, C.-Y. ve Yansritakul, C. (2017). Exploring purchase intention of green skincare products using the theory of planned behavior: Testing the moderating effects of country of origin and price sensitivity, Journal of Retailing and Consumer Services, 34, 145-152.
• Jayanti, R. K. ve Burns, A. C. (1998). The Antecedents of Preventive Health Care Behavior: An Empirical Study, Journal of The Academy of Marketing Science, 26(1), 6-15.
• Johns, N. ve Tyas, P. (1996). Investigating of the Perceived Components of the Meal Experience, Using Perceptual Gap Methodology, Progress in Tourism and Hospitality Research, 2(1), 15-26.
• Karaman, N. (2015). Marka Deneyimi Algısının Davranışsal Niyetlere Etkisi: Köfteci Ramiz ve Burger King Örneği, Yüksek Lisans Tezi, Balıkesir Üniversitesi Sosyal Bilimler Enstitüsü, Balıkesir.
• Kivela, J., Inbakaran, R. ve Reece, J. (1999). Consumer Research İn The Restaurant Environment. Part 1: A Conceptual Model of Dining Satisfaction and Return Patronage, International Journal of Contemporary Hospitality Management, 11(5), 205-22.
• Klaus, P. ve Maklan, S. (2012). EXQ: A Multiple-İtem Scale for Assessing Service Experience, Journal of Service Management, 23(1), 5-33.
• Lee, M. ve Ulgado, F.M. (1997). Consumer Evaluations of Fast-Food Services: A Crossnational Comparison, Journal of Services Marketing, 11(1), 39-52.
• Liu, Y.H. ve Jang, S. (2009). Perceptions Of Chinese Restaurants in The US: What Affects Customer Satisfaction and Behavioral Intentions, International Journal of Hospitality Management, 28(3), 338-48.
• Michaelidou, N. ve Hassan, L. M. (2008). The Role of Health Consciousness, Food Safety Concern And Ethical Identity on Attitudes and Intentions Towards Organic Food, International Journal of Consumer Studies, 32(2), 163-170.
• Morris, M.H. ve Joyce, M.L. (1988). How Marketers Evaluate Price Sensitivity, Industral Marketing Management 17, 169-176.
• Namkung, Y. ve Jang, S. (2007). Does Food Quality Really Matter in Restaurants? Its İmpact on Customer Satisfaction and Behavioral intentions, Journal of Hospitality & Tourism Research, 31(3), 387-409.
• Peri, C. (2006). The Universe of Food Quality, Food Quality and Preference, 17, 3−8.
• Prasad, T. S. K., vd. (2008). Human protein reference database—2009 update. Nucleic acids research, 37(suppl_1), D767-D772.
• Qu, H. (1997). Determinant Factors And Choice Intention for Chinese Restaurant Dining: A Multivariate Approach, Journal of Restaurant & Foodservice Marketing, 2(2), 35-49.
• Raajpoot, N. A. (2002). TANGSERV: A Multiple Item Scale For Measuring Tangible Quality in Foodservice Industry, Journal of Foodservice Business Research, 5(2), 109-127.
• Salamandic, E., Alijosiene, S. ve Gudonaviciene, R., (2014). Price Sensitivity Measurement Depending on Brand Awareness: A Case Of Ziede Brand, Procedia-Social and Behavioral Sciences 156, 473-478.
• Schifferstein, H.N.J ve Oude Ophuis P.A.M. (1998). Healthrelated Determinants of Organic Food Consumption in The Netherlands, Food Quality and Preference 9(3), 119–133.
• Sulek, J.M. ve Hensley, R.L. (2004). The Relative Importance of Food, Atmosphere, and Fairness of Wait: The Case of A Full-Service Restaurant, Cornell Hospitality Quarterly, 45(3), 235-247.
• Suprapto, B. ve Wijaya, T. (2012). Intentions of Indonesian Consumers on Buying Organic Food, International Journal of Trade, Economics and Finance 3(2), 114–119.
• Susskind, A.M. ve Chan, E.K. (2000). How Restaurant Features Affect Check Averages: A Study Of The Toronto Restaurant Market, The Cornell Hotel and Restaurant Administration Quarterly, 41(6), 56-63.
• Stevens, P., Knutson, B. ve Patton, M. (1995). DINESERV: A Tool For Measuring Service Quality in Restaurants, Cornell Hotel and Restaurant Administration Quarterly, 36(2), 56-60.
• Tai, S.H.C. ve Tam, J.L.M. (1997). A Lifestyle Analysis of Female Consumers in Greater China, Psychology and Marketing 14(3), 287–307.
• Taşpınar, O. (2011). Menü Yönetimi Kapsamında Menü Mühendisliğinin Yiyecek–İçecek İşletmelerine Etkilerinin İncelenmesi: İstanbul’daki On İşletme Üzerine Bir Örnek Olay İncelemesi. Yayınlanmamış Yüksek Lisans Tezi, Çanakkale On Sekiz Mart Üniversitesi Sosyal Bilimler Enstitüsü, Çanakkale.
• Uslu A. ve Huseyinli, B. (2018). Impact of Price Sensitivity on Repurchase Intention in Terms of Personality Features, International Journal of Economics and Administrative Studies. 7, 515- 532.
• Van, R.W. ve Frewer, L. J. (2008). Consumer Perceptions of Food Quality and Safety and their Relation to Traceability, British Food Journal 110(10), 1034-1046.
• Wakefield, K. L. ve Inman, J. J. (2003). Situational Price Sensitivity: The Role Of Consumption Occasion, Social Context and income, Journal of Retailing, 79(4), 199-212.
• Wandel, M. ve Bugge, A. (1997). Environmental Concern in Consumer Evaluation of Food Quality, Food Quality and Preference 8(1), 19–26.
• Yu, H. S., Zhang, J. J., Kim, D. H., Chen, K. K., Henderson, C., Min, S. D. ve Huang, H. (2014). Service Quality, Perceived Value, Customer Satisfaction, and Behavioral Intention Among Fitness Center Members Aged 60 Years And Over, Social Behavior and Personality: An International Journal, 42(5), 757-767.
• Zeithaml, V.A., Berry, L.L. ve Parasuraman, A. (1996). The Behavioral Consequences of Service Quality, Journal of Marketing, 60, 31-46.