The Relationshıp Between the Atmosphere, Emotion, Satisfaction and Behavioral Intention in the Food and Beverage Enterprises

Year 2014, Issue: 1, 23 - 49, 01.01.2014

Sevtap Ünal Gülizar Akkuş Çetin Akkuş

Abstract

Today’s human beings spend their most of his life outdoors because of some reasons such as social, cultural etc. and people prefer food and beverage enterprises to meet their eating and drinking needs for the duration of his/her all time that they spend outside. Experiences, which have been got in this enterprises, could be effective on the future preferences. In this study, the effect of the restaurant atmosphere upon the emotion, the effect of emotion upon the satisfaction and the effect of satisfaction upon the behavioral intention have been investigated. In this research, 11 restaurants, operating a full-service and having a high quality environment in the city centre of Erzurum, are chosen as a sampling. 400 survey forms applied by using convenience sampling method to people who have visited these restaurants in the last three months. As a result of the elimination of incomplete questionnaires, a total of 397 questionnaires have been evaluated. Exploratory Factor Analysis and Regression Analyses were performed by using SPSS 20.0 software package. At the end of the research, the result “restaurant atmosphere has impact upon customers of the feelings, emotions have impact upon satisfaction of the customer and satisfaction has impact upon behavioral intentions” has been found

Keywords

Restaurant, Atmosphere, Consumption, Emotion, Satisfaction, Behavioral, Intention, Erzurum

YİYECEK İÇECEK İŞLETMELERİNDE ATMOSFER, DUYGU, MEMNUNİYET VE DAVRANIŞSAL SADAKAT İLİŞKİSİ

Abstract

Günümüz insanı sosyal, kültürel vb. nedenlerle hayatının önemli bir kısmını dışarıda geçirmektedir ve bu süre boyunca genellikle yeme içme ihtiyacını karşılamak amacıyla yiyecek içecek işletmelerini tercih etmektedir. Bu işletmelerde yaşadıkları deneyim ise gelecek tercihleri üzerinde etkili olabilmektedir. Bu çalışmada restoran atmosferinin duygular, duyguların memnuniyet ve memnuniyetin de davranışsal sadakat üzerindeki etkisi araştırılmıştır. Araştırmada Erzurum il merkezinde faaliyet gösteren, kaliteli bir ortama sahip 11 büyük ölçekli restoran dikkate alınmıştır. Kolayda örnekleme yöntemi ile toplam 400 anket formu bu restoranları son üç ay içerisinde ziyaret etmiş kişilere dağıtılmıştır. Eksik doldurulan anketlerin elenmesi sonucu toplam 397 anket değerlendirmeye alınmıştır. Açıklayıcı faktör analizi ve regresyon analizi için SPSS 20.0 paket programından yararlanılmıştır. Çalışma sonucunda, restoran atmosferinin müşterilerin duygularını, duyguların müşteri memnuniyetini ve memnuniyetin davranışsal sadakati etkilediği tespit edilmiştir

Keywords

Restoran Atmosferi, Tüketim Duyguları, Memnuniyet, Davranışsal, Sadakat, Erzurum

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