Restoranlardaki Menü Tasarım Unsurlarının Müşterilerin Tekrar Ziyaret Etme Niyeti Üzerindeki Etkisi

Year 2019, Volume: 6 Issue: 1, 249 - 261, 30.06.2019

Duran Cankül

Abstract

 Bu araştırmada, menü tasarım unsurlarının
müşterilerin restoranları tekrar ziyaret etme niyetlerine etkisini
açıklayabilmek amaçlanmaktadır. Bu amaç doğrultusunda araştırmada nicel
araştırma yöntemlerinden anket tekniği kullanılmıştır. Araştırmanın evrenini
Eskişehir’de bulunan birinci sınıf restoranların müşterileri oluşturmaktadır.
Araştırmanın örneklemini kolayda örnekleme yöntemi ile belirlenen ve bu
restoranlarda deneyim yaşayan 441 müşteri oluşturmaktadır. Verilerin analizinde
açıklayıcı faktör analizi ve regresyon analizleri kullanılmıştır. Faktör
analizi sonuçları menü tasarım unsurlarının “görsel ve kapak”, “şekil ve
boyut”, “içerik”, “yazı stili” ve “materyal” olmak üzere beş boyutta
toplandığını göstermektedir. Regresyon analizi sonuçlarında ise menü tasarım
unsurlarının müşterilerin hem bir bütün halinde hem de alt boyutları itibariyle
tekrar ziyaret etme niyetine olumlu bir etkisi olduğu görülmektedir.  

Keywords

Restoran, Menü, Menü Tasarımı, Tekrar Ziyaret Etme Niyeti

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