Eating out: A theoretical model proposal

Yıl 2010, Cilt: 21 Sayı: 2, 218 - 232, 01.12.2010

Bahattin Özdemir

Öz

Assuming that eating out is the basis of existence of food service industry, the main purpose of this study is to describe an integrative theoretical model of eating out. An extensive review of relevant literature reveals that the three major consumer decisions related to eating out are (i) decision to eat out, (ii) food choice, and (iii) restaurant choice. Decision to eat out is associated with consumers' motives to eat out while food choice and restaurant choice are influenced by a wide range of factors. It is also noted that these three major decisions of eating out are interrelated. Decisions of eating out lead consumer to a meal experience in a restaurant environment, and restaurant's internal design, product, social meeting, accompany, service, atmosphere, payment, and management control system are the major components of meal experience. The meal experience components interactively generate consumer satisfaction or dissatisfaction. Thus, the current study proposes a model comprising eating out purpose, decisions, meal experience and evaluation dimensions. The study also discusses the implications for restaurant managers and researchers.

Anahtar Kelimeler

eating out, food choice, restaurant, meals, food and beverage management, theoretical model, catering, consumer behavior, consumer satisfaction

Dışarıda yemek yeme olgusu: kuramsal bir model önerisi

Öz

Bu çalışmada yiyecek-içecek hizmetleri endüstrisinin varlık sebebi olarak kavramsallaştırılan dışarıda yemek yeme olgusuna ilişkin kuramsal bir bütüncül modelin önerilmesi amaçlanmaktadır. Konu ile ilgili literatürde yer alan kavramsal ve görgül çalışmaların bulguları ışığında dışarıda yemek yemeye ilişkin (i) dışarıda yemek yeme kararı, (ii) yemek seçimi kararı ve (iii) restoran seçimi kararı olmak üzere üç ana tüketici kararı olabileceği anlaşılmaktadır. Dışarıda yemek yeme kararı tüketicilerin ev dışında yemek tüketme amaçları ile ilişkili görülürken, tüketicilerin yemek seçimi ve restoran seçimi kararlarını çok sayıda ve çeşitte faktörün etkilediği gözlemlenmektedir. Ayrıca dışarıda yemek yemeye ilişkin bu üç tüketici kararının birbiriyle ilişkili olabileceği de vurgulanmaktadır. Dışarıda yemek yemeye ilişkin üç ana karar tüketicileri bir restoranda yemek deneyimine götürmektedir. Yemek deneyimi restoranın iç tasarımı, ürün, sosyal karşılaşma, eşlik edilme, servis, atmosfer, ödeme ve yönetim kontrol sistemi bileşenlerinden oluşmaktadır. Bu bileşenlerin etkileşimi sonucu tüketici tatmini ya da tatminsizliği doğabilmektedir. Böylece çalışmanın önerdiği kuramsal model, dışarıda yemek yemeye ilişkin olarak amaçlar, kararlar, yemek deneyimi ve deneyim sonrası değerlendirme boyutlarını içermektedir. Çalışmada restoran işletmecileri ve konu üzerine çalışma yapmak isteyen araştırmacılar için öneriler de sunulmaktadır.

Anahtar Kelimeler

dışarıda yemek yeme, besin seçimi, restoran, yemekler, yiyecek içecek işletmeciliği, kuramsal model, yiyecek içecek hizmeti, tüketici davranışı, tüketici memnuniyeti

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