Determining the Factors Affecting Customer Satisfaction in Fine-dining Restaurants: A Netnographic Research

Yıl 2021, Cilt: 23 Sayı: 4, 1523 - 1537, 29.12.2021

Gizem Kandemir Altunel İbrahim Çifçi

https://doi.org/10.32709/akusosbil.858409

Cited By: 2

Öz

Recently, there has been more interest in the fine-dining restaurant concept in the tourism literature with the spread of the fine-dining restaurant concept worldwide. Although previous studies have indicated the determinants of customer satisfaction in restaurants, researchers have not treated fine-dining restaurants in much detail. The present study aimed to explore the determinants of customer satisfaction in fine-dining restaurants. In this study, Tripadvisor reviews of the fine-dining restaurants in Turkey's most visited three provinces (Antalya, Istanbul, Mugla) were examined with a netnographic approach. The reviews were analyzed with content analysis. As a result of the examined 193 positive customer reviews, 579 expressions were determined with the selective coding method. The findings show that the factors affecting customer satisfaction in fine-dining restaurants were shaped around four main categories; food and beverage characteristics, atmosphere, service personnel, and price-quality match. In addition, the study demonstrated that the food and beverage characteristics came to the fore as the most critical factor affecting customer satisfaction in fine-dining restaurants. Dimensions are explained with the factors that influence customer satisfaction. Some important managerial and research implications were emphasized by examining multiple interrelated strategic factors affecting customer satisfaction in fine-dining restaurants. The study's findings can contribute to a better understanding of factors affecting customer satisfaction in fine-dining restaurants. Also, the data provides further practical information for fine-dining restaurants to determine their strengths, weaknesses and compares themselves to their competitors.

Anahtar Kelimeler

Fine-dining restaurant, customer satisfaction, netnographic approach

Fine-dining Restoranlarda Müşteri Memnuniyetini Etkileyen Unsurların Belirlenmesi: Netnografik Bir Araştırma

Öz

Fine-dining restoran anlayışının dünya genelinde yaygınlaşmaya başlamasıyla birlikte bu alan turizm yazınında daha fazla ilgi görmeye başlamıştır. Ancak, restoran işletmeleri ile ilgili müşteri memnuniyetini belirleyici unsurları ortaya koyan çalışmaların yoğunluğuna kıyasla fine-dining restorancılık anlayışına yönelik henüz yeterince araştırma yapılmamıştır. Bu araştırmanın amacı, fine-dining restoranlarda müşteri memnuniyetini etkileyen unsurların belirlenmesidir. Bu amaç doğrultusunda, Türkiye’nin en çok ziyaretçi alan üç ilinde (Antalya, İstanbul, Muğla) faaliyet gösteren fine-dining restoranların Tripadvisor yorumları incelenmiştir. Araştırmada yöntem olarak netnografi yaklaşımı tercih edilmiş ve çevrimiçi yorumlar içerik analizine tabi tutulmuştur. Keşfedici nitelik taşıyan bu araştırmada incelenen 193 adet olumlu müşteri yorumu sonucunda seçici kodlama yöntemi ile 579 adet ifade belirlenmiştir. Netnografik yaklaşım yardımıyla analize tabi tutulan yorumlar neticesinde, fine-dining restoranlarda müşteri memnuniyetini etkileyen unsurlar birbirleriyle ilişkili dört ana kategoride toplanmıştır; yiyecek-içecek özellikleri, atmosfer, hizmet personeli ve fiyat-kalite uyumu. Araştırmada ayrıca fine-dining restoranlarda müşteri memnuniyetini etkileyen en önemli unsur yiyecek içecek özellikleri olarak ön plana çıkmıştır. Her ana boyut kendi içerisinde müşteri memnuniyetini belirleyen etkenlerle açıklanmıştır. Fine-dining restoranlarında müşteri memnuniyetini etkileyen birbiriyle ilişkili birden çok stratejik faktör incelenmiş ve önemli bazı yönetimsel ve araştırma sonuçları vurgulanmıştır. Gerçekleştirilen bu araştırma fine-dining restoran müşterilerinin memnuniyetini etkileyen unsurları ortaya koymaktadır. Bununla birlikte fine-dining restoranların rakiplerine göre güçlü, zayıf yönlerini ve konumlarını belirleyebilmesine imkân sağlamaktadır.

Anahtar Kelimeler

Fine-dining restoran, müşteri mennuniyeti, netnografik yaklaşım

Kaynakça

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