Müşterilerin Zincir Restoran Seçimini Etkileyen Faktörler

Abstract

Bu çalışma, Türkiye'deki zincir restoranlarda müşteri tercih faktörlerini anlamayı hedefleyen ve bu tercihlerin demografik özelliklerle ilişkisini inceleyen bir araştırmayı kapsamaktadır. Veri toplama amacıyla anket yöntemi kullanılmıştır. Katılımcıların yaş, cinsiyet, öğrenim düzeyi ve gelir seviyeleri gibi demografik özellikleri ile restoran tercihlerini şekillendiren faktörler arasındaki anlamlı farklılık için analiz edilmiştir. Araştırmanın evreni, Türkiye'deki zincir restoranların müşteri tabanını içermektedir. Örneklem büyüklüğü, kullanılan ölçekte yer alan maddelerin beş katı olarak belirlenen 125 katılımcı üzerine kurulmuştur. Veriler, çevrimiçi anket formu aracılığıyla toplanmıştır. Pilot çalışma ve kartopu örnekleme yöntemi kullanılarak veri toplama süreci yürütülmüştür. Veri analizi, SPSS istatistiksel yazılım aracılığıyla gerçekleştirilmiştir. Doğrulayıcı faktör analizi (DFA), ölçeklerin yapısıyla uyum ve ayırma geçerliliğini değerlendirmek için kullanılmıştır. Bu aşamadan sonra, ölçeklerin güvenirliği Cronbach Alfa (CA) güvenirlik katsayısı ile değerlendirilmiş ve hipotezlerin test edilmesi için Kruskal-Wallis ve Mann-Whitney U testleri gibi istatistiksel metotlardan faydalanılmıştır. Araştırmanın sonuçları, demografik faktörlerin restoran tercihlerini belirlemedeki rolünü ortaya koymaktadır. Yaş, öğrenim düzeyi, gelir düzeyi, restorana gitme sıklığı ve cinsiyet gibi demografik özellikler, müşterilerin restoran tercihlerini etkileyen faktörler arasında anlamlı farklılıklar göstermektedir. Bu bulgular, restoran işletmecilerine ve pazarlamacılara, müşteri segmentasyonu ve hedef kitleye yönelik stratejiler geliştirme konusunda pratik rehberlik sunabilir. Ayrıca, gelecekteki araştırmaların daha geniş ve çeşitli katılımcı gruplarını içeren çalışmalar yaparak daha geniş kapsamlı sonuçlar elde etmeyi amaçlaması önerilebilir.

Keywords

• Zincir Restoran
• Müşteri
• Müşteri seçim kriterleri
• Restoran tercihi
• Tüketici davranışı

Factors Affecting Customers' Choice of Chain Restaurants

Abstract

This study encompasses research aimed at understanding customer preference factors in chain restaurants in Turkey and examining their relationship with demographic characteristics. A survey method was employed for data collection. Significant differences among participants' demographic characteristics such as age, gender, education level, and income levels, and factors shaping restaurant preferences were analysed. The scope of the study includes the customer base of chain restaurants in Turkey. The sample size was determined based on 125 participants, five times the items in the scale used. Data were collected through an online survey form, and the data collection process was carried out through a pilot study and snowball sampling method. Data analysis was conducted using the SPSS statistical software. Confirmatory factor analysis (CFA) was used to assess the structure and discriminant validity of the scales. Subsequently, the reliability of the scales was evaluated using Cronbach's Alpha (CA) reliability coefficient, and statistical methods such as Kruskal-Wallis and Mann-Whitney U tests were employed to test hypotheses. The results of the study highlight the role of demographic factors in determining restaurant preferences. Demographic characteristics such as age, education level, income level, frequency of restaurant visits, and gender show significant differences among factors influencing customers' restaurant preferences. These findings can provide practical guidance to restaurant operators and marketers in developing strategies for customer segmentation and target audience. Additionally, it is recommended that future research aims for more comprehensive results by conducting studies with larger and more diverse participant groups.

Keywords

• Chain Restaurant
• Customer
• Customer Choice Criteria
• Restaurant Preference
• Consumer Behavior

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