Restoran Sektöründe İlişki Kalitesinin Ağızdan Ağıza İletişim Üzerindeki Etkileri

Yıl 2022, , 3349 - 3369, 30.09.2022

Kazim Dağ

https://doi.org/10.29023/alanyaakademik.1062574

Cited By: 3

Öz

Deneyimsel nitelikte sunulan restoran hizmetlerinin tüketiciler tarafından yapılan değerlendirmeleri, işletmenin varlığını sürdürmesi açısından ağızdan ağıza iletişimin önemini ortaya koymaktadır. Bu makalenin amacı, restoran sektöründe ilişki kalitesinin rolü hakkında tüketicilerin ağızdan ağıza iletişimini etkileyebilecek faktörleri incelemektir. Araştırmanın evrenini, Gaziantep ilindeki restoran müşterileri oluşturmaktadır ve restoran deneyimi olan 423 tüketiciden toplanan veriler üzerinden değerlendirme gerçekleştirilmiştir. Evrenin geniş bir alanı kapsaması nedeniyle araştırmada “kolayda örneklem yöntemi” kullanılmıştır. Veriler, çevrim içi ortamlar aracılığıyla toplanmıştır. Araştırmada hipotezlerin test edilmesi için Smart PLS 3 istatistik programı kullanılmıştır. Gerçekleştirilen yol analizi sonuçlarına göre, yemek kalitesi, etkileşim kalitesi, fiziksel çevre kalitesi ve algılanan değerin müşterilerin restorandan tatmini üzerinde pozitif bir etkisi olduğu tespit edilmiştir. Diğer bir sonuca göre müşterilerin tatmininin, restorana duyulan güven ve bağlılık üzerinde pozitif bir etkiye sahip olduğu anlaşılmıştır. Ayrıca ilişki kalitesi boyutları olan tatmin, bağlılık ve güvenin ağızdan ağıza iletişim niyeti üzerinde pozitif bir etkiye sahip olduğu da belirlenmiştir.

Anahtar Kelimeler

Ağızdan ağıza iletişim, İlişki Kalitesi, Tüketici davranışı

The Effects of Relationship Quality on Word of Mouth Communication in the Restaurant Industry

Öz

The evaluations of the restaurant services offered in an experiential nature by the consumers reveal the importance of word of mouth communication in terms of the existence of the business. The purpose of this article is to examine the factors that can affect consumers' word of mouth about the role of relationship quality in the restaurant industry. The universe of the research consists of restaurant customers in Gaziantep and an evaluation was made on the data collected from 423 consumers with restaurant experience. Since the universe covers a large area, the "convenience sampling method" was used in the research. Data were collected through online environments. In the research, Smart PLS 3 statistical program was used to test the hypotheses. According to the results of the path analysis, it has been determined that food quality, interaction quality, physical environment quality and perceived value have a positive effect on customers' satisfaction with the restaurant. According to other results, it has been understood that it has a positive effect on customer satisfaction, trust and loyalty to the restaurant. In addition, it was determined that satisfaction, commitment and trust, which are the dimensions of relationship quality, have a positive effect on word of mouth communication intention.

Anahtar Kelimeler

Word of mouth, Relationship quality, Restaurant industry, Consumer behaviour

Kaynakça

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