Araştırma Makalesi
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Restoran Sektöründe İlişki Kalitesinin Ağızdan Ağıza İletişim Üzerindeki Etkileri

Yıl 2022, Cilt: 6 Sayı: 3, 3349 - 3369, 30.09.2022
https://doi.org/10.29023/alanyaakademik.1062574

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.

Kaynakça

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  • BROWN, T.J., BARRY, T.E., DACİN, P.A. & GUNST, R.F. (2005). “Spreading the word: investigating antecedents of consumers’ positive word-of-mouth intentions and behaviors in a retailing context”, Journal of the Academy of Marketing Science, Vol. 33 No. 2, pp. 123-138.
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  • CHEN, J.-L. (2016). “The Relationship among Service Quality, Relationship Quality, and Customer Loyalty for Chain Restaurant Industry”. International Journal of Marketing Studies, 8(3), 33. doi:10.5539/ijms.v8n3p33
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  • CROSBY, L. A., EVANS, K. R., & COWLES, D. (1990). “Relationship quality in services selling: An interpersonal influence perspective”. Journal of Marketing, 54(3), 54-82. http://dx.doi.org/10.2307/1251817
  • ÇAVUŞOĞLU, S. & DEMİRAĞ, B., (2020). “Benlik İfade Eden Marka, Marka Aşkı, Pozitif Ağızdan Ağıza İletişim ve Marka Sadakati Arasındaki İlişkinin İncelenmesi: Paketlenmiş Ürün Kategorisinde Bir Araştırma”, Atatürk Üniversitesi İktisadi ve İdari Bilimler Dergisi, 34(3): 1065-1087, DOI: 10.16951/atauniiibd.717441
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The Effects of Relationship Quality on Word of Mouth Communication in the Restaurant Industry

Yıl 2022, Cilt: 6 Sayı: 3, 3349 - 3369, 30.09.2022
https://doi.org/10.29023/alanyaakademik.1062574

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.

Kaynakça

  • ANDREASSEN, T. W., & LİNDESTAD, B. (1998). “Customer loyalty and complex services: The impact of corporate image on quality, customer satisfaction and loyalty for customers with varying degrees of service expertise”. International Journal of service Industry management. Vol. 9 No. 1, pp. 7-23.
  • BROWN, T.J., BARRY, T.E., DACİN, P.A. & GUNST, R.F. (2005). “Spreading the word: investigating antecedents of consumers’ positive word-of-mouth intentions and behaviors in a retailing context”, Journal of the Academy of Marketing Science, Vol. 33 No. 2, pp. 123-138.
  • CASSAB, H. & MACLACHLAN, D.L. (2009). “A consumer-based view of multi-channel service”, Journal of Service Management, Vol. 20 No. 1, pp. 52-75.
  • CHEN, J.-L. (2016). “The Relationship among Service Quality, Relationship Quality, and Customer Loyalty for Chain Restaurant Industry”. International Journal of Marketing Studies, 8(3), 33. doi:10.5539/ijms.v8n3p33
  • CHEN, S.C. (2012). “The customer satisfaction-loyalty relation in an interactive e-service setting: the mediators”, Journal of Retailing and Consumer Services, Vol. 19 No. 2, pp. 202-210.
  • CHIOU, J.S. (2004). “The antecedents of consumers’ loyalty toward internet service providers”, Information and Management, Vol. 41 No. 6, pp. 685-95.
  • COHEN, J. (1988). “Statistical power analysis for the behavioral sciences”. (2nd Ed.). Hillsdale, NJ: Lawrence Erlbaum Associates, Publishers.
  • CROSBY, L. A., EVANS, K. R., & COWLES, D. (1990). “Relationship quality in services selling: An interpersonal influence perspective”. Journal of Marketing, 54(3), 54-82. http://dx.doi.org/10.2307/1251817
  • ÇAVUŞOĞLU, S. & DEMİRAĞ, B., (2020). “Benlik İfade Eden Marka, Marka Aşkı, Pozitif Ağızdan Ağıza İletişim ve Marka Sadakati Arasındaki İlişkinin İncelenmesi: Paketlenmiş Ürün Kategorisinde Bir Araştırma”, Atatürk Üniversitesi İktisadi ve İdari Bilimler Dergisi, 34(3): 1065-1087, DOI: 10.16951/atauniiibd.717441
  • ÇAVUŞOĞLU, S., & DEMİRAĞ, B. (2021). “Pozitif Ağızdan Ağıza İletişim: Değer Uyumu ve Marka Aşkı Rolünün Açıklanması”. Journal of Yasar University, 16(61).
  • DABHOLKAR P, THORPE DI. & RENTZ JQ.(1995). “A Measure of Service Quality for Retail Stores”. Journal of the Academy of Marketing Science, 24(1): 1995, 3-16
  • De MATOS, C.A. & ROSSI, C.A.V. (2008). “Word-of-mouth communications in marketing: a meta-analytic review of the antecedents and moderators”, Journal of the Academy of Marketing Science, Vol. 36 No. 4, pp. 578-596.
  • De WULF, K., ODEKERKEN-SCHODER, G. and IACOBUCCI, D. (2001). “Investments in consumer relationships: a cross-country and cross-industry exploration”, Journal of Marketing, Vol. 65 No. 4, pp. 33-50.
  • DİAMANTOPOULOS, A., & SIGUAW, J. A. (2006). “Formative versus reflective indicators in organizational measure development: A comparison and empirical illustration”. British journal of management, 17(4), 263-282.
  • EGGERT, A. & ULAGA, W. (2002). “Customer perceived value: a substitute for satisfaction in business markets”, The Journal of Business & Industrial Marketing, Vol. 17 Nos 2/3, pp. 107-18.
  • FILE KM, CERMAK DSP & PRINCE RA. (1994). “Word-of-Mouth Effects in Professional Services Buyer Behavior”. The Service Industries Journal, 14(3), 301-314. FORNELL, C., & LARCKER, D. F. (1981). “Evaluating structural equation models with unobservable variables and measurement error”. Journal of Marketing Research, 18(1), 39-50.
  • FULLERTON, G. (2005). “The service quality-loyalty relationship in retail services: does commitment matter? ”, Journal of Retailing and Consumer Services, Vol. 12 No. 2, pp. 99-111.
  • GIOVANİS, A., ATHANASOPOULOU, P. & TSOUKATOS, E. (2015). “The role of service fairness in the service quality – relationship quality – customer loyalty chain: an empirical study”, Journal of Service Theory and Practice, Vol. 25 No. 6, pp. 744-776.
  • GOUNARIS, S. P. (2005). “Trust and commitment influences on customer retention: insights from business-to-business services”. Journal of Business Research, 58(2), 126–140. doi:10.1016/s0148-2963(03)00122-x
  • GOUNARIS, S. P., & VENETIS, K. (2002). “Trust in industrial service relationships: Behavioral consequences, antecedents and the moderating effect of the duration of the relationship”. Journal of Services Marketing, 16(7), 636–655.
  • HA, J. & JANG, S. (2010). “Effects of service quality and food quality: the moderating role of atmospherics in an ethnic restaurant segment”, International Journal of Hospitality Management, Vol. 29 No. 3, pp. 520-529.
  • HAIR Jr, J. F., SARSTEDT, M., HOPKINS, L., & KUPPELWIESER, V. G. (2014). “Partial least squares structural equation modeling (PLS-SEM): An emerging tool in business research”. European business review, 26(2), 106-121.
  • HAIR Jr, J. F., SARSTEDT, M., MATTHEWS, L. M., & RINGLE, C. M. (2016). “Identifying and treating unobserved heterogeneity with FIMIX-PLS: Part I–method”. European Business Review, 28(1), 63-76.
  • HAIR, J. F., RINGLE, C. M., & SARSTEDT, M. (2013). “Partial least squares structural equation modeling: Rigorous applications, better results and higher acceptance”. Long range planning, 46(1-2), 1-12.
  • HAIR, J. F., RISHER, J. J., SARSTEDT, M., & RINGLE, C. M. (2019). “When to use and how to report the results of PLS-SEM”. European Business Review, 31(1), 2-24.
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  • LEE, H. (2015). “Applying the Kano model of service quality in hotel management”. Journal of Sport and Recreation Management, 12(1), 57-68. http://dx.doi.org/10.6214/JSRM.1201.004
  • LIN, F. J., TIAO, L. Y., WANG, Z. H., GUO, Y. R. (2014). “Effects of service quality, perceived service value, and recreation experience on satisfaction and loyalty: A case of Pingtung Wanluan Hillside Leisure Agricultural Area”. Journal of the Agricultural Association of Taiwan, 15(2), 164-194.
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  • LO, A., & T. LAM. (2004). “Long-haul and short-haul out¬bound all-inclusive package tours”. Asia Pacific Journal of Tourism Research 9 (2): 161-176.
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  • MATTILA, A.S., (2001). “Emotional bonding and restaurant loyalty”. The Cornell Hotel and Restaurant Administration Quarterly 42 (6), 73–79.
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  • MENG, J. (Gloria), & ELLIOTT, K. M. (2008). “Predictors of relationship quality for luxury restaurants”. Journal of Retailing and Consumer Services, 15(6), 509–515. doi:10.1016/j.jretconser.2008.02.002
  • MENG, J. & ELLIOTT, K.M. (2008). “Predictors of relationship quality for luxury restaurants”, Journal of Retailing and Consumer Services, Vol. 15 No. 6, pp. 509-515.
  • MOLINARI, L.K., ABRATT, R. & DION, P. (2008). “Satisfaction, quality and value and effects on repurchase and positive word-of-mouth behavioral intentions in a B2B services context ”, Journal of Services Marketing, Vol. 22 No. 5, pp. 363-373.
  • MOORMAN, C., DESPANDE, R., ZALTMAN, G., (1993). “Factors affecting trust in market research relationships ”. J. Mark. 57, 81–101. https://doi.org/10.2307/1252059.
  • MOORMAN, C., ZALTMAN, G., & DESHPANDE, R. (1992). “Relationships between providers and users of market research: The dynamics of trust within and between organizations. Journal of Marketing Research, 29(3), 314–328.
  • MORGAN, R. M., & HUNT, S. D. (1994). “The Commitment-Trust Theory of Relationship Marketing ”. Journal of Marketing, 58(3), 20–38. doi:10.1177/002224299405800302
  • MOWDAY, R. T., PORTER, L. W., & STEERS, R. M. (2013). “Employee—organization linkages: The psychology of commitment, absenteeism, and turnover ”. Academic press.
  • NAIK CNK, GANTASALA SB, PRABHAKAR GV. (2010). “SERVQUAL, Customer Satisfaction and Behavioural Intentions in Retailing”, European Journal of Social Sciences – Volume 17, Number 2
  • NAMKUNG, Y. & JANG, S.C. (2007). “Does food quality really matter in restaurants? Its impact on customer satisfaction and behavioral intentions”, Journal of Hospitality & Tourism Research, Vol. 31 No. 3, pp. 387-410.
  • NAUDE, P., & F. BUTTLE. (2000). “Assessing relationship quality”. Industrial Marketing Management 29 (4): 351-61
  • NGUYEN, N. & LEBLANC, G. (2002). “Contact personnel, physical environment and the perceived corporate image of intangible services by new clients”, International Journal of Service Industry Management, Vol. 13 No. 3, pp. 242-62.
  • O’BRIEN, R. M. (2007). “A caution regarding rules of thumb for variance inflation factors”. Quality & quantity, 41(5), 673-690.
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  • OZDEMIR, V.E. & HEWETT, K. (2010). “The effect of collectivism on the importance of relationship quality and service quality for behavioral intentions: a cross-national and cross-contextual analysis, Journal of International Marketing, Vol. 18 No. 1, pp. 41-62.
  • PANSARI, A., & KUMAR, V. (2017). “Customer engagement: the construct, antecedents, and consequences”. Journal of the Academy of Marketing Science, 45(3), 294–311. doi:10.1007/s11747-016-0485-6
  • PARASURAMAN, A., ZEITHAML, V.A. & BERRY, L.L. (1985). “A conceptual model of service quality and its implication for future research”, Journal of Marketing, Vol. 49, pp. 41-50.
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  • RADOMIR, L., PLAIAŞ, I. & WILSON, A. (2015). “Bank service and relationship quality as drivers of consumers’ attitudinal loyalty”, Romanian Journal of Marketing, No. 2, pp. 80-92.
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  • SILVERMAN, G. (2001). “The Secrets of Word-of-Mouth Marketing: How to Trigger Exponential Sales through Runaway Word of Mouth ”, 2nd ed., AMACOM, New York, NY.
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  • VAN TONDER, E., PETZER, D. J., VAN VUUREN, N., & De BEER, L. T. (2018). Perceived value, relationship quality and positive WOM intention in banking ”. International Journal of Bank Marketing, IJBM-08-2017-0171–. doi:10.1108/ijbm-08-2017-0171
  • VESEL, P. & ZABKAR, V. (2009). “Managing customer loyalty through the mediating role of satisfaction in the DIY retail loyalty program ”, Journal of Retailing and Consumer Services, Vol. 16 No. 5, pp. 396-406.
  • VESEL, P. & ZABKAR, V. (2010). “Relationship quality evaluation in retailers’ relationships with consumers ”, European Journal of Marketing, Vol. 44 Nos 9/10, pp. 1334-1365.
  • WALSH, G., HENNIG-THURAU, T., SASSENBERG, K. & BORNEMANN, D. (2010). “Does relationship quality matter in e-services? A comparison of online and offline retailing ”, Journal of Retailing and Consumer Services, Vol. 17 No. 2, pp. 130-142.
  • WANG, Y., LO, H.P., CHI, R. & YANG, Y. (2004). “An integrated framework for customer value and customer-relationship-management performance: a customer-based perspective from China, Managing Service Quality: An International Journal, Vol. 14 Nos 2/3, pp. 169-182.
  • WILSON, D. T. (1995). “An integrated model of buyer-seller relationships. Journal of the Academy of Marketing Science ”, 23(4), 335–345.
  • WONG, A., & A. SOHAL (2002). “An examination of the rela¬tionship between trust, commitment and relationship quality ”. International Journal of Retail & Distribution Management 30 (1): 34-50.
  • ZEITHAML, V.A. (1988). “Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence ”, Journal of Marketing, Vol. 52 No. 3, pp. 2-22.
Toplam 83 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Konular Finans
Bölüm Makaleler
Yazarlar

Kazim Dağ 0000-0003-0643-6932

Yayımlanma Tarihi 30 Eylül 2022
Kabul Tarihi 31 Ağustos 2022
Yayımlandığı Sayı Yıl 2022 Cilt: 6 Sayı: 3

Kaynak Göster

APA Dağ, K. (2022). Restoran Sektöründe İlişki Kalitesinin Ağızdan Ağıza İletişim Üzerindeki Etkileri. Alanya Akademik Bakış, 6(3), 3349-3369. https://doi.org/10.29023/alanyaakademik.1062574