Restoran Sektöründe İlişki Kalitesinin Ağızdan Ağıza İletişim Üzerindeki Etkileri

Yıl 2022, Cilt: 6 Sayı: 3, 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

• 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.
• HAN, H., & RYU, K. (2009). “The roles of the physical environment, price perception, and customer satisfaction in determining customer loyalty in the restaurant industry”. Journal of Hospitality & Tourism Research, 33(4), 487–510.
• HENNIG-THURAU, T., GWINNER, K.P. & GREMLER, D.D. (2002). “Understanding relationship marketing outcomes: an integration of relational benefits and relationship quality”, Journal of Service Research, Vol. 4 No. 3, pp. 230-247.
• HENSELER, J., HUBONA, G., & RAY, P. A. (2016). “Using PLS path modeling in new technology research: Updated guidelines”. Industrial Management & Data Systems, 116(1), 2-20.
• HU, L. T., & BENTLER, P. M. (1999). “Cutoff criteria for fit indexes in covariance structure analysis: conventional criteria versus new alternatives”. Structural Equation Modeling: A Multidisciplinary Journal, 6(1), 1-55.
• HYUN, S. S. (2010). “Predictors of relationship quality and loyalty in the chain restaurant industry”. Cornell Hospitality Quarterly, 51(2), 251-267.doi:10.1177/1938965510363264
• ITANI, O. S., KASSAR, A.-N., & LOUREIRO, S. M. C. (2019). “Value get, value give: The relationships among perceived value, relationship quality, customer engagement, and value consciousness”. International Journal of Hospitality Management, 80, 78–90. doi:10.1016/j.ijhm.2019.01.014
• JALILVAND, M. R., SALIMIPOUR, S., ELYASI, M., & MOHAMMADI, M. (2017). “Factors influencing word of mouth behaviour in the restaurant industry”. Marketing Intelligence & Planning, 35(1), 81–110. doi:10.1108/MIP-02-2016-0024
• JALILVAND, M.R., SAMIEI, N., DINI, B. & YAGHOUBI, P. (2012). “Examining the structural relationships of electronic word of mouth, destination image, tourist attitude toward destination and travel intention: an integrated approach”, Journal of Destination Marketing Management, Vol. 1 Nos 1-2, pp. 134-143.
• JARVELIN, A., & U. LEHTINEN (1996). “Relationship quality in business-to-business service context. In Advancing service quality: A global perspective”, ed. B. B. Edvardsson, S. W. Johnston, and E. E. Scheuing, 243-54. Lethbridge, Canada: Warwick Printing.
• JIWANTO, A., LAURENS, C., & NELLOH, L. (2012). “Influence of service quality, university image, and student satisfaction toward WOM intention: A case study on Universitas Pelita Harapan Surabaya”. Procedia-Social and Behavioral Sciences, 40, 16-23. doi:10.1016/j.sbspro.2012.03.155
• JIN, N., LINE, N. D., & GOH, B. (2013). “Experiential value, relationship quality, and customer loyalty in full-service restaurants: The moderating role of gender”. Journal of Hospitality Marketing & Management, 22(7), 679-700. doi:10.1080/19368623.2013.723799
• JUSOH, L. Y. T. A. (2013). “Moderating effect of brand equity on relationship quality in chain restaurant industry: A conceptual paper”. International Conference on Information, Business and Education Technology (ICIBIT 2013), 2(6), 7.
• KEAVENEY, S. (1995). “Customer switching behaviour in service industries: An exploratory study”. Journal of Marketing, 59(2), 71-82. http://dx.doi.org/10.2307/1252074
• KIVELA, J., INBAKARAN, R. & REECE, J. (1999). “Consumer research in the restaurant environment, part 1: a conceptual model of dining satisfaction and return patronage”, International Journal of Contemporary Hospitality Management, Vol. 11 No. 5, pp. 205-222.
• KIVELA, J., R. INBAKARAN, & J. REECE. (2000). “Consumer research in the restaurant environment, part 3: Analysis, finding and conclusions”. International Journal of Contemporary Hospitality Management 12 (1): 13-30.
• KUSUMAWATI, A., UTOMO, H. S., SUHARYONO, S., & SUNARTI, S. (2020). “Effects of sustainability on WoM intention and revisit intention, with environmental awareness as a moderator”. Management of Environmental Quality: An International Journal, 31(1), 273–288. doi:10.1108/meq-03-2019-0064
• 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.
• LITVIN, S.W., GOLDSMITH, R.E. & PAN, B. (2008). “Electronic word-of-mouth in hospitality and tourism management”, Tourism Management, Vol. 29 No. 3, pp. 458-468.
• 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.
• MAHARANI, Y. (2013). “Creating place attachment to restaurants with ethnic ambience in attempt to support local values in Bandung”. International Journal of Social Sciences, 7(1), 181–187.
• MATTILA, A.S., (2001). “Emotional bonding and restaurant loyalty”. The Cornell Hotel and Restaurant Administration Quarterly 42 (6), 73–79.
• McKEE, D., SIMMERS, C.S. & LICATA, J. (2006). “Customer self-efficacy and response to service”, Journal of Service Research, Vol. 8 No. 3, pp. 207-220.
• 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.
• OLIVER, R.L., (1997). “Satisfaction: A Behavioral Perspective on the Consumer”. Routledge, NY.
• 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.
• PATTERSON, P.G. & SPRENG, R.A. (1997). “Modeling the relationship between perceived value, satisfaction and repurchase intentions in a business-to-business, services context: an empirical examination”, International Journal of Service Industry Management, Vol. 8 No. 5, pp. 414-34.
• 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.
• ROBERTS, K., S. VARKI, & R. BRODIE (2003). “Measuring the quality of relationships in consumer services: An empirical study”. European Journal of Marketing, 37 (1/2): 169-96.
• RYU, K., & HAN, H. (2010). “Influence of the quality of food, service, and physical environment on customer satisfaction and behavioral intention in quick-casual restaurants: Moderating role of perceived price”. Journal of Hospitality & Tourism Research, 34(3), 310–329.
• RYU, K., HAN, H. & KIM, T.H. (2008). “The relationships among overall quick-casual restaurant image, perceived value, customer satisfaction, and behavioral intentions ”, International Journal of Hospitality Management, Vol. 27 No. 3, pp. 459-69.
• RYU, K., LEE, H., & GON KIM, W. (2012). “The influence of the quality of the physical environment, food, and service on restaurant image, customer perceived value, customer satisfaction, and behavioral intentions”. International Journal of Contemporary Hospitality Management, 24(2), 200–223. doi:10.1108/09596111211206141
• 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.
• SMITH, B. (1998). “Buyer-seller relationships: Bonds, relationship management and sex-type”. Canadian Journal of Administrative Sciences, 15(1), 76-92. http://dx.doi.org/10.1111/j.1936-4490.1998.tb00153.x
• SORIANO, D. R. (2002). “Customers’ expectations factors in restaurants: The situation in Spain”. International Journal of Quality and Reliability Management 19 (8/9): 1055-1068.
• STORBACKA, K., T. STRANDVIK, & C. GRONROOS. (1994). “Managing customer relationships for profit: The dynamics of relationship quality. International Journal of Service Industry Management 5(5): 21-38.
• SULEK, J.M. & HENSLEY, R.L. (2004). “The relative importance of food, atmosphere, and fairness of wait ”, Cornell Hotel and Restaurant Administration Quarterly, Vol. 45 No. 3, pp. 235-247.
• 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.