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MÜŞTERİ MEMNUNİYETİNİ ETKİLEYEN ÖZELLİKLERİN BELİRLENMESİ: RESTORAN İŞLETMESİ ÖRNEĞİ

Year 2022, , 18 - 29, 01.04.2022
https://doi.org/10.32958/gastoria.1028542

Abstract

Bu araştırmada yiyecek içecek işletmelerine yönelik müşteri memnuniyetini etkileyen özelliklerin belirlenmesi amaçlanmıştır. Bu doğrultuda çalışmada nicel ve nitel araştırma yöntemleri birlikte kullanılarak sadece döner yemeği üzerine uzmanlaşmış ve uzun yıllardır hizmet veren bir restoranın müşterilerine yönelik anket uygulanmış ve söz konusu restoran müşterilerinin tripadvisor.com üzerinden yaptığı yorumlar incelenmiştir. Araştırmada elde edilen verilerin değerlendirilmesinde nitel veriler için içerik analizi; nicel veriler için frekans analizi, bağımsız örneklem t testi ve ANOVA kullanılmıştır. Yorumlardan elde edilen sonuçlar doğrultusunda müşteri memnuniyetini etkileyen özellikler arasında sırasıyla lezzet, atmosfer, personel ve temizlik önemli unsurlar olarak belirlenmiştir. Müşterilerin daha az önemli gördükleri unsurlar ise sunum, geleneksellik ve ulaşım olmuştur. Araştırmanın nicel sonuçlarında ise nitel bulgular ile uyumlu olarak lezzet ve atmosfer önemli özellikler olarak öne çıkmıştır. Müşterilerin restoranın hizmeti ile ilgili olumlu özelliklere olumsuz özelliklerden daha fazla değindikleri sonucuna ulaşılmıştır. Katılımcıların sosyo-demografik değişkenleri ile müşteri memnuniyetini etkileyen özelliklere ilişkin fark analizinde ise yalnızca meslek grubu değişkeninde anlamlı farklılık saptanmıştır. Araştırma, işletmelerin memnuniyet aracılığıyla müşterilerin davranışı üzerinde etkiye sahip olması ve rekabet üstünlüğü elde etmesinde önemli bir katkı sağlaması açısından önemlidir.

References

  • Aksu, M. Korkmaz, H. ve Sünnetçioğlu, S. (2016). Yiyecek ve içecek işletmelerindeki hizmet kalitesinin müşteri memnuniyeti üzerinde etkisi: Bozcaada’da DINESERV modeliyle bir araştırma. Balıkesir Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 19(35), 1-18.
  • Almanza, B. A., Jaffe, W. ve Lin, L. (1994). Use of the service attribute matrix to measure consumer satisfaction. Hospitality Research Journal, 17(2), 63-75.
  • Altunışık, R., Coşkun, R., Bayraktaroğlu, S. ve Yıldırım, E. (2012). Sosyal bilimlerde araştırma yöntemleri-SPSS uygulamalı. Sakarya: Sakarya Yayıncılık.
  • Andaleeb, S. S. ve 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.
  • Babin, B. J., Lee, Y. K., Kim, E. J. ve Griffin, M. (2005). Modeling consumer satisfaction and word‐of‐mouth: Restaurant patronage in Korea. Journal of Services Marketing, 19(3), 133-139. Doi: 10.1108/08876040510596803.
  • Barber, N., Goodman, R. J. ve Goh, B. K. (2011). Restaurant consumers repeat patronage: A service quality concern. International Journal of Hospitality Management, 30, 329-336. Doi: 10.1016/j.ijhm.2010.08.008.
  • Czepiel, J. A. ve Rosenberg, L. J. (1977). Consumer satisfaction: Concept and measurement. Journal of the academy of Marketing Science, 5(3), 403-411.
  • Eroğlu, A. (2010). Çok değişkenli istatistik tekniklerin varsayımları. İçinde Kalaycı, Ş. (Ed.) SPSS uygulamalı çok değişkenli istatistik teknikleri. (ss. 207-233). Ankara: Asil Yayın Dağıtım.
  • Gupta, S., McLaughlin, E. ve Gomez, M. (2007). Guest satisfaction and restaurant performance. Cornell Hotel and Restaurant Administration Quarterly, 48(3), 284-298. Doi: 10.1177/0010880407301735.
  • Ha, J. ve Jang, S. S. (2010). Effects of service quality and food quality: The moderating role of atmospherics in an ethnic restaurant segment. International Journal of Hospitality Management, 29(3), 520-529. Doi: 10.1016/j.ijhm.2009.12.005.
  • Hwang, J. ve 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: http://dx.doi.org/10.1016/j.ijhm.2012.05.002.
  • Karakaş, A., Bilgin, Y. ve Kıngır, S. (2017). Restoran işletmelerinde müşteri memnuniyetinin müşteri sadakatine etkisi: Amasra’da faaliyet gösteren balık restoranları üzerine bir araştırma. 4th International Congress of Tourism ve Management Researches’da sunulmuş bildiri, Muğla Sıtkı Koçman Üniversitesi, Girne-KKTC.
  • Keskin, E., Solunoğlu, A. ve Aktaş, F. (2020). Yiyecek içecek işletmelerinde memnuniyetin tekrar ziyaret niyeti üzerindeki etkisinde atmosfer ve sadakatin aracı ve düzenleyici rolü; Kapadokya örneği. Journal of Tourism and Gastronomy Studies, 8(2), 1222-1246. Doi: 10.21325/jotags.2020.605.
  • Kim, W. G. ve Moon, Y. J. (2009). Customers’ cognitive, emotional, and actionable response to the servicescape: A test of the moderating effect of the restaurant type. International Journal of Hospitality Management, 28, 144-156. Doi: 10.1016/j.ijhm.2008.06.010.
  • Kim, W. G., Ng, C. Y. N. ve Kim, Y. S. (2009). Influence of institutional DINESERV on customer satisfaction, return intention, and word-of-mouth. International Journal of Hospitality Management, 28, 10-17. Doi: 10.1016/j.ijhm.2008.03.005.
  • 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), 13-30.
  • Koşan, L. ve Geçgin, E. (2013). Hedef maliyetleme sisteminin menü analizinde kullanılması: Bir yiyecek içecek işletmesinde yapılan uygulama ve sonuçları. Çukurova Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 22(2), 391-410.
  • Kwun, D. J. W. (2011). Effects of campus foodservice attributes on perceived value, satisfaction, and consumer attitude: A gender-difference approach. International Journal of Hospitality Management, 30, 252-261. Doi: 10.1016/j.ijhm.2010.09.001.
  • Ladhari, R., Brun, I. ve Morales, M. (2008). Determinants of dining satisfaction and post-dining behavioral intentions. International Journal of Hospitality Management, 27, 563-573. Doi: 10.1016/j.ijhm.2007.07.025.
  • Liu, Y. ve 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: https://doi.org/10.1080/01488376.2019.1708840.
  • Marković, S., Raspor, S. ve Dorčić, J. (2011). What are the key dimensions of restaurant service quality? An empirical study in the city restaurant settings. An empirical study in the city restaurant settings. Sustainable Tourism: Socio-Cultural, Environmental and Economics Impact, 235-249.
  • Nam, J., Ekinci, Y. ve Whyatt, G. (2011). Brand equity, brand loyalty and consumer satisfaction. Annals of tourism Research, 38(3), 1009-1030. Doi: 10.1016/j.annals.2011.01.015.
  • Namkung, Y. ve Jang, S. (2007). Does food quality really matter in restaurants? Its impact on customer satisfaction and behavioral intentions. Journal of Hospitality ve Tourism Research, 31(3), 387-410. Doi: 10.1177/1096348007299924.
  • Noone, B. M., Kimes, S. E., Mattila, A. S. ve Wirtz, J. (2009). Perceived service encounter pace and customer satisfaction: An empirical study of restaurant experiences. Journal of Service Management, 20(4), 380-403. Doi: 10.1108/09564230910978494.
  • Raab, C., Zemke, D. M. V. Hertzman, J. L., ve Singh, D. (2013). Restaurant customers’ perceptions of noise and their satisfaction and loyalty behaviors. International Journal of Hospitality ve Tourism Administration, 14(4), 398-414. Doi: 10.1080/15256480.2013.838090.
  • Ryu, K., Han, H. ve Jang, S. S. (2010). Relationships among hedonic and utilitarian values, satisfaction and behavioral intentions in the fast‐casual restaurant industry. International Journal of Contemporary Hospitality Management, 22(3), 416-432. Doi: 10.1108/09596111011035981.
  • Sabir, R. I., Irfan, M., Akhtar, N., Pervez, M. A. ve ur Rehman, A. (2014). Customer satisfaction in the restaurant industry; examining the model in local industry perspective. Journal of Asian Business Strategy, 4(1), 18-31.
  • Sayuti, J. ve Setiawan, H. (2019). The effect of service quality, physical environment and restaurant images on consumer satisfaction through perception of value. Sriwijaya International Journal of Dynamic Economics and Business, 3(3), 243-256.
  • Shahzadi, M., Malik, S. A., Ahmad, M. ve Shabbir, A. (2018). Perceptions of fine dining restaurants in Pakistan: What influences customer satisfaction and behavioral intentions? International Journal of Quality and Reliability Management, 35(3), 635-655.
  • Solosichenko, T., Goncharova, N. ve Merzlyakova, N. (2021). Restaurant consumer satisfaction research as a basis for ensuring rational consumption patterns. E3S Web of Conferences, 296, 1-7. Doi: https://doi.org/10.1051/e3sconf/202129606043.
  • Stepen, C. S., Yusuf, H. F. ve Edi, B. Q. R. (2021). The effect of product quality and brand image on customer loyalty through consumer satisfaction of Nelongso Chicken Restaurant Jember Branch. ABM: International Journal of Administration, Business and Management, 3(1), 56-68.
  • 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 Hotel and Restaurant Administration Quarterly, 45(3), 235-247. Doi: 10.1177/0010880404265345.
  • Tan, Q., Oriade, A. ve Fallon, P. (2014). Service quality and customer satisfaction in Chinese fast food sector: A proposal for CFFRSERV. Advances in Hospitality and Tourism Research, 2(1), 30-53.
  • Wu, C. H. J. ve Liang, R. D. (2009). Effect of experiential value on customer satisfaction with service encounters in luxury-hotel restaurants. International Journal of Hospitality Management, 28(4), 586-593. Doi: 10.1016/j.ijhm.2009.03.008.
  • Yüksel, A. ve Yüksel, F. (2002). Measurement of tourist satisfaction with restaurant services: A segment-based approach. Journal of Vacation Marketing, 9(1), 52-68.

Determining the Characteristics Affecting Customer Satisfaction: Example of Restaurant Business

Year 2022, , 18 - 29, 01.04.2022
https://doi.org/10.32958/gastoria.1028542

Abstract

In this research, it is aimed to determine the characteristics that affect customer satisfaction for food and beverage businesses. Quantitative and qualitative research methods were used together in the study. In this direction, a survey was applied to the customers of a restaurant that specializes in doner kebab and has been serving for many years, and the comments made by the customers of the restaurant in question on tripadvisor.com were examined. Content analysis for qualitative data and frequency analysis, independent sample t-test and ANOVA were used for quantitative data in the evaluation of the data obtained in the study. In line with the results obtained from the comments, taste, atmosphere, personnel and cleanliness were determined as important factors among the characteristics affecting customer satisfaction, respectively. In addition to the characteristics affecting customer satisfaction determined by previous studies, as a result of this research, "traditionality" has also been revealed as a factor affecting customer satisfaction. The elements that customers considered less important were presentation, traditionality and transportation. In the quantitative results of the research, in accordance with the qualitative findings, flavor and atmosphere came to the fore as important characteristics. It was concluded that the customers mentioned the positive characteristics of the restaurant's service more than the negative characteristics. In the analysis of the difference between the socio-demographic variables of the participants and the characteristics that affect customer satisfaction, a significant difference was found only in the occupational group variable. The research is important in terms of having an effect on the behavior of customers through satisfaction and making a significant contribution to obtaining competitive advantage

References

  • Aksu, M. Korkmaz, H. ve Sünnetçioğlu, S. (2016). Yiyecek ve içecek işletmelerindeki hizmet kalitesinin müşteri memnuniyeti üzerinde etkisi: Bozcaada’da DINESERV modeliyle bir araştırma. Balıkesir Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 19(35), 1-18.
  • Almanza, B. A., Jaffe, W. ve Lin, L. (1994). Use of the service attribute matrix to measure consumer satisfaction. Hospitality Research Journal, 17(2), 63-75.
  • Altunışık, R., Coşkun, R., Bayraktaroğlu, S. ve Yıldırım, E. (2012). Sosyal bilimlerde araştırma yöntemleri-SPSS uygulamalı. Sakarya: Sakarya Yayıncılık.
  • Andaleeb, S. S. ve 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.
  • Babin, B. J., Lee, Y. K., Kim, E. J. ve Griffin, M. (2005). Modeling consumer satisfaction and word‐of‐mouth: Restaurant patronage in Korea. Journal of Services Marketing, 19(3), 133-139. Doi: 10.1108/08876040510596803.
  • Barber, N., Goodman, R. J. ve Goh, B. K. (2011). Restaurant consumers repeat patronage: A service quality concern. International Journal of Hospitality Management, 30, 329-336. Doi: 10.1016/j.ijhm.2010.08.008.
  • Czepiel, J. A. ve Rosenberg, L. J. (1977). Consumer satisfaction: Concept and measurement. Journal of the academy of Marketing Science, 5(3), 403-411.
  • Eroğlu, A. (2010). Çok değişkenli istatistik tekniklerin varsayımları. İçinde Kalaycı, Ş. (Ed.) SPSS uygulamalı çok değişkenli istatistik teknikleri. (ss. 207-233). Ankara: Asil Yayın Dağıtım.
  • Gupta, S., McLaughlin, E. ve Gomez, M. (2007). Guest satisfaction and restaurant performance. Cornell Hotel and Restaurant Administration Quarterly, 48(3), 284-298. Doi: 10.1177/0010880407301735.
  • Ha, J. ve Jang, S. S. (2010). Effects of service quality and food quality: The moderating role of atmospherics in an ethnic restaurant segment. International Journal of Hospitality Management, 29(3), 520-529. Doi: 10.1016/j.ijhm.2009.12.005.
  • Hwang, J. ve 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: http://dx.doi.org/10.1016/j.ijhm.2012.05.002.
  • Karakaş, A., Bilgin, Y. ve Kıngır, S. (2017). Restoran işletmelerinde müşteri memnuniyetinin müşteri sadakatine etkisi: Amasra’da faaliyet gösteren balık restoranları üzerine bir araştırma. 4th International Congress of Tourism ve Management Researches’da sunulmuş bildiri, Muğla Sıtkı Koçman Üniversitesi, Girne-KKTC.
  • Keskin, E., Solunoğlu, A. ve Aktaş, F. (2020). Yiyecek içecek işletmelerinde memnuniyetin tekrar ziyaret niyeti üzerindeki etkisinde atmosfer ve sadakatin aracı ve düzenleyici rolü; Kapadokya örneği. Journal of Tourism and Gastronomy Studies, 8(2), 1222-1246. Doi: 10.21325/jotags.2020.605.
  • Kim, W. G. ve Moon, Y. J. (2009). Customers’ cognitive, emotional, and actionable response to the servicescape: A test of the moderating effect of the restaurant type. International Journal of Hospitality Management, 28, 144-156. Doi: 10.1016/j.ijhm.2008.06.010.
  • Kim, W. G., Ng, C. Y. N. ve Kim, Y. S. (2009). Influence of institutional DINESERV on customer satisfaction, return intention, and word-of-mouth. International Journal of Hospitality Management, 28, 10-17. Doi: 10.1016/j.ijhm.2008.03.005.
  • 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), 13-30.
  • Koşan, L. ve Geçgin, E. (2013). Hedef maliyetleme sisteminin menü analizinde kullanılması: Bir yiyecek içecek işletmesinde yapılan uygulama ve sonuçları. Çukurova Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 22(2), 391-410.
  • Kwun, D. J. W. (2011). Effects of campus foodservice attributes on perceived value, satisfaction, and consumer attitude: A gender-difference approach. International Journal of Hospitality Management, 30, 252-261. Doi: 10.1016/j.ijhm.2010.09.001.
  • Ladhari, R., Brun, I. ve Morales, M. (2008). Determinants of dining satisfaction and post-dining behavioral intentions. International Journal of Hospitality Management, 27, 563-573. Doi: 10.1016/j.ijhm.2007.07.025.
  • Liu, Y. ve 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: https://doi.org/10.1080/01488376.2019.1708840.
  • Marković, S., Raspor, S. ve Dorčić, J. (2011). What are the key dimensions of restaurant service quality? An empirical study in the city restaurant settings. An empirical study in the city restaurant settings. Sustainable Tourism: Socio-Cultural, Environmental and Economics Impact, 235-249.
  • Nam, J., Ekinci, Y. ve Whyatt, G. (2011). Brand equity, brand loyalty and consumer satisfaction. Annals of tourism Research, 38(3), 1009-1030. Doi: 10.1016/j.annals.2011.01.015.
  • Namkung, Y. ve Jang, S. (2007). Does food quality really matter in restaurants? Its impact on customer satisfaction and behavioral intentions. Journal of Hospitality ve Tourism Research, 31(3), 387-410. Doi: 10.1177/1096348007299924.
  • Noone, B. M., Kimes, S. E., Mattila, A. S. ve Wirtz, J. (2009). Perceived service encounter pace and customer satisfaction: An empirical study of restaurant experiences. Journal of Service Management, 20(4), 380-403. Doi: 10.1108/09564230910978494.
  • Raab, C., Zemke, D. M. V. Hertzman, J. L., ve Singh, D. (2013). Restaurant customers’ perceptions of noise and their satisfaction and loyalty behaviors. International Journal of Hospitality ve Tourism Administration, 14(4), 398-414. Doi: 10.1080/15256480.2013.838090.
  • Ryu, K., Han, H. ve Jang, S. S. (2010). Relationships among hedonic and utilitarian values, satisfaction and behavioral intentions in the fast‐casual restaurant industry. International Journal of Contemporary Hospitality Management, 22(3), 416-432. Doi: 10.1108/09596111011035981.
  • Sabir, R. I., Irfan, M., Akhtar, N., Pervez, M. A. ve ur Rehman, A. (2014). Customer satisfaction in the restaurant industry; examining the model in local industry perspective. Journal of Asian Business Strategy, 4(1), 18-31.
  • Sayuti, J. ve Setiawan, H. (2019). The effect of service quality, physical environment and restaurant images on consumer satisfaction through perception of value. Sriwijaya International Journal of Dynamic Economics and Business, 3(3), 243-256.
  • Shahzadi, M., Malik, S. A., Ahmad, M. ve Shabbir, A. (2018). Perceptions of fine dining restaurants in Pakistan: What influences customer satisfaction and behavioral intentions? International Journal of Quality and Reliability Management, 35(3), 635-655.
  • Solosichenko, T., Goncharova, N. ve Merzlyakova, N. (2021). Restaurant consumer satisfaction research as a basis for ensuring rational consumption patterns. E3S Web of Conferences, 296, 1-7. Doi: https://doi.org/10.1051/e3sconf/202129606043.
  • Stepen, C. S., Yusuf, H. F. ve Edi, B. Q. R. (2021). The effect of product quality and brand image on customer loyalty through consumer satisfaction of Nelongso Chicken Restaurant Jember Branch. ABM: International Journal of Administration, Business and Management, 3(1), 56-68.
  • 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 Hotel and Restaurant Administration Quarterly, 45(3), 235-247. Doi: 10.1177/0010880404265345.
  • Tan, Q., Oriade, A. ve Fallon, P. (2014). Service quality and customer satisfaction in Chinese fast food sector: A proposal for CFFRSERV. Advances in Hospitality and Tourism Research, 2(1), 30-53.
  • Wu, C. H. J. ve Liang, R. D. (2009). Effect of experiential value on customer satisfaction with service encounters in luxury-hotel restaurants. International Journal of Hospitality Management, 28(4), 586-593. Doi: 10.1016/j.ijhm.2009.03.008.
  • Yüksel, A. ve Yüksel, F. (2002). Measurement of tourist satisfaction with restaurant services: A segment-based approach. Journal of Vacation Marketing, 9(1), 52-68.
There are 35 citations in total.

Details

Primary Language Turkish
Subjects Tourism (Other)
Journal Section Articles
Authors

Tuba Türkmendağ 0000-0003-1528-2883

Zafer Türkmendağ 0000-0002-7712-1500

Publication Date April 1, 2022
Submission Date November 25, 2021
Acceptance Date March 30, 2022
Published in Issue Year 2022

Cite

APA Türkmendağ, T., & Türkmendağ, Z. (2022). MÜŞTERİ MEMNUNİYETİNİ ETKİLEYEN ÖZELLİKLERİN BELİRLENMESİ: RESTORAN İŞLETMESİ ÖRNEĞİ. Gastroia: Journal of Gastronomy And Travel Research, 6(1), 18-29. https://doi.org/10.32958/gastoria.1028542