Kalabalık Restoran Algısının Davranışsal Niyetlere Etkisi

Year 2019, , 488 - 497, 31.12.2019

Nurhayat İflazoğlu , A. Celil Çakıcı

https://doi.org/10.32958/gastoria.587333

Abstract

Mevcut çalışmanın amacı
restoran müşterilerinin kalabalık algısının davranışsal niyetlere etkisini
ortaya koymaktır. Veriler literatüre bağlı geliştirilen bir anket ile
toplanmıştır. Anket, amaçlı örnekleme ile seçilen ve kalabalık olduğu bilinen
bir restoranın müşterilerinden toplanmıştır. Anket uygulaması, garson kılığına
girmiş araştırmacılardan biri
tarafından 16-24 Nisan 2018 tarihleri arasında gerçekleştirilmiştir. 459
anketten elde edilen verilerin değerlendirilmesinde; tanımlayıcı istatistikler,
açıklayıcı ve doğrulayıcı faktör analizi, yapısal eşitlik modellemesi
uygulanmıştır.

Kalabalık olduğu bilinen restoranlarda "insani kalabalık"
algısının davranışsal niyeti olumlu yönde, buna karşın "mekansal kalabalık"
algısının ise olumsuz yönde etkilediği bulunmuştur. Lezzetli yiyecek ve içecek
sunduğu bilinen kalabalık restoranlarda, insani kalabalık davranışsal niyetleri
olumlu yönde etkilemesi, tüketicilerin kalabalıktan ziyade fiyat/kalite
dengesini önemsediklerini ortaya koymaktadır. Buna karşın mekansal kalabalık
konusuna restoran yöneticilerinin gereken önemi vermelerinde fayda vardır.

Keywords

İnsani kalabalık, mekansal kalabalık

The Effect of Crowd Restaurant Perception on Behavioral Intention

Abstract

The present
study purpose to determine the impact the crowd perception of restaurant
customers on behavioral intentions. In a descriptive
type-designed study, data were collected via a questionnaire developed based on
the literature.The questionnaire was implemented to the customers of a
well-known and crowded restaurant which was selected with purposive sampling. It
was conducted between the dates of 16-24 April 2018 by one of the researchers
dressed as a waiter. The
obtained data from 459 questionnaires were subjected to the descriptive
statistics, exploratory and confirmatory factor analysis, and structural
equation modeling.
It has been determined that the perceived human crowd
has a positive effect on behavioral intention while the perceived spatial crowd
has a negative effect on behavioral intention. In crowded restaurants
which are known for its delicious food and beverage offerings, the positive
impact of human-crowd on behavioral intentions reveals that consumers care
about the price/quality balance rather than the crowd. However, it is useful
for restaurant managers to give importance to the spatial crowd.

Keywords

Human crowd, spatial crowd

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