Müşterilerin Restoran Seçimlerini Etkileyen Faktörler: İstanbul Örneği

Yıl 2014, Cilt: 25 Sayı: 2, 190 - 201, 01.12.2014

Aslı Albayrak

https://doi.org/10.17123/atad.vol25iss255949

Cited By: 18

Öz

İnsanların sadece beslenme ihtiyaçlarını değil aynı zamanda birlikte olma, rahatlama, sosyalleşme gibi ihtiyaçlarını da karşılayan restoran işletmeleri yoğun rekabet ortamında varlıklarını devam ettirebilmek ve ayakta kalabilmek
için müşterilerin restoran seçimlerini etkileyen faktörleri göz önünde bulundurmak zorundadır. Müşterilerin restoran seçimlerini etkileyen pek çok faktör söz konusudur. Bu nedenle, bu çalışma müşterilerin restoran seçimlerini
etkileyen faktörleri belirlemek ve müşterilerin özellikleri ile restoran seçimlerini etkileyen faktörler arasında fark olup olmadığını ortaya koymak amacıyla yapılmıştır. Çalışma kapsamına İstanbul’da bulunan 1. sınıf restoranlar alınmıştır. Çalışma Nisan-Temmuz 2013 tarihleri arasında yürütülmüş, veriler anket tekniği ile toplanmış ve çalışmaya 353 restoran müşterisi katılmıştır. Verilerin analizi için faktör analizi, Mann Whitney U ve Kruskal Wallis H testlerinden yararlanılmıştır. Çalışma sonuçlarına göre müşterilerin restoran seçimlerinde sırasıyla “Restoran Özellikleri, Yiyecek ve İçecekler, Hizmetler ile Parasal Değer” faktörlerinin önemli olduğu, restoran seçimlerini etkileyen faktörlerin gelir, öğrenim durumu ve restorana gitme sıklıkları açısından farklılık gösterdiği bulunmuştur.

ABSTRACT
Restaurants that meet to needs of people not only nutritional needs but also other needs such as being with others, relaxation and socialization, must consider factors that affect customers’ restaurant selection for sustaining their
status and enterprises to survive in a highly competitive environment.There are many factors that affect customers’ restaurant selection. So that, the purpose of this study is to identify factors which influence consumers when they select restaurants and also determinate whether there are differences between costumers’ characteristics and factors that affect customers’ restaurant selection. First class restaurants in Istanbul were selected for this study. In this study, questionnaire conducted between the months of April and July in 2013. Questionnaires were used for collecting data and 353 restaurant costumers responded to the study. For data analysis, Factor analysis, Mann Whitney U and Kruskal Wallis H methods were used. According to the results, “Restaurant Characteristics, Food and Beverage, Services and Denomination” are important factors when customers select a restaurant and there are differences between customers’ age, income, educational level, frequency of going to restaurant and customers’ restaurant selection factors.

Anahtar Kelimeler

Restoran, Müşteri, Müşteri seçim kriterleri, İstanbul

Kaynakça

• Alonso, D. A., O’Neill, M., Liu, Y. ve O’Shea, M. (2013). Factors Driving Consumer Restaurant Choice: An Exploratory Study from the Southeastern United States, Journal of Hospitality Marketing & Management, 22 (5): 547-567.
• Antonioli, C. M. (1995). Enoturismo: Caratteristiche Della Domanda, Strategie Dell’ Offertae Aspetti Territoriali E Ambientali. Milano: Franco Angeli.
• Antonioli, C. M. (1999). Strade Del Vino Ed Enoturisms. Distretti Turistici E Vie Di Communicazione. Milano: Franco Angeli. Arıker, Ç. (2012). Tüketicilerin Restoran Seçiminde Kullandıkları Seçim Kriterleri ile Demografik Özellikleri Arasındaki İlişki, Öneri Dergisi, 10 (38): 11-32.
• Auty, S. (1992). Consumer Choice and Segmentation in the Restaurant Industry, The Service Industries Journal, 12 (3): 324-339.
• Baker, J., Grewal, D. ve Parasuraman, A. (1994). The Influence of Store Environment on Quality Inferences and Store Image, Journal of the Academy of Marketing Science, 22 (4): 328-339.
• Bareham, J. R. (2004). Can Consumers Be Predictable or Are They Unmanageable, International Journal of Contemporary Hospitality Management, 16 (3): 159–165.
• Barta, A. (2008). Foreign Tourists’ Motivation and Information Source Influencing Their Preference For Eating Out At Ethnic Restaurants in Bangkok, International Journal of Hospitality & Tourism Administration, 9 (1): 1–17.
• Bitner, M. J. (1992). Servicescapes: The Impact of Physical Surroundings on Customers and Employees, Journal of Marketing, 56: 57–71.
• Boone, L. E. ve Kurtz, D. L. (2005). Contemporary Marketing. ABD: Thomson Corporation.
• Buchtal, K. (2006). Growing up, Restaurants and Institutions, 116 (10): 67–70.
• Choi, J., Lee, B., ve Mok, J. (2010). An Experiment on Psychological Gaze Motion: A Reexamination of Item Selection Behavior or Restaurant Customers, Journal of Global Business and Technology, 6 (1): 68–79.
• Choi, J. ve Zhao, J. (2010). Factor Influencing South Florida: Is Health Issue One of the Factors Influencing Consumers’ Behavior When Selecting a Restaurant?, Journal of Foodservices Business Research, 13 (3): 237-251.
• Chow, I. H., Lau, V. P., Lo, T. W., Sha, Z. ve Yun, H. (2007). Service Quality in Restaurant Operations in China: Decision-And Experiential-Oriented Perspectives, International Journal of Hospitality Management, 26 (3): 698–710.
• Clark, M. ve Wood, R. C. (1998). Consumer Loyalty in the Restaurant Industry: A Preliminary Exploration of the Issues, International Journal of Contemporary Hospitality Management, 10 (4): 139–144.
• Cullen, F. (2004). Factors Influencing Restaurant Selection in Dublin, Journal of Foodservice Business Research, 7 (2): 53–84.
• Dash, K. (2005). McDonald’s in India. A07-05-0015.Thunderbird. The Garvin School of International Management.
• Erik, C. ve Nir, A. (2004). Food in Tourism: Attraction and Impediment, Annals of Tourism Research, 31 (4): 755–778.
• Fitzsimmons, J. A. ve Fitzsimmons, M. J. (2000). Services Management, Operations, Strategy and Information Technology. Üçüncü Baskı, Boston: McGraw-Hill.
• Fu, Y. ve Parks, S. C. (2001). The Relationship between Restaurant Service Quality and Consumer Loyalty among the Elderly, Journal of Hospitality and Tourism Research, 25 (3): 320-336.
• Gregoire, M. B., Shanklin, C. V., Greathouse, K. R. ve Tripp, C. (1995). Factors Influencing Restaurant Selection by Travelers Who Stop at Visitor Information Centers, Journal of Travel & Tourism Marketing, 4 (2): 41-50.
• Grossbart, S., Hampton, R., Rammohan, B. ve Lapidus, R. S. (2002). Environmental Dispositions and Customer Response to Store Atmospherics, Journal of Business Research, 21 (3): 225-241.
• Han, H. ve Ryu, K., (2009). The Roles of The Physical Environment, Price Perception, and Customer Satisfaction in Determining Customer Loyalty in The Family Restaurant Industry, Journal of Hospitality and Tourism Research, 33 (4): 487–510.
• Harrington, R. J., Ottenbacher, M. C. ve Kendall, K. W. (2011). Fine-Dining Restaurant Selection: Direct and Moderating Effects of Customer Attributes, Journal of Foodservice Business Research, 14 (3): 272–289.
• Heskett, J. R., Sasser, W. E. ve Schlesinger, L. (1997). The Service Profit Chain: How Leading Companies Link Profit and Growth to Loyalty, Satisfaction, and Value. New York: Free Press.
• Kara, A., Kaynak, E., ve Küçükemiroğlu, O. (1997). Marketing Strategies For Fast Food Restaurants: A Customer View, British Food Journal, 99 (9): 318–324.
• Kim, E. J., ve Geistfeld, L. V. (2003). Consumers’ Restaurant Choice Behavior and the Impact of Socio-Economic and Demographic Factors, Journal of Foodservice Business Research, 6 (1): 3–24.
• Kim, W. G. ve Moon, Y. J. (2009). Customers’ Cognitive, Emotional, and Actionable Response to the Servicescape: A Test of the Moderating Effect of the Restaurant Type, International Journal of Hospitality Management, 28: 144–156.
• Kim, Y.-S., Raab, C. ve Bergman, C. (2010). Restaurant Selection Preferences of Mature Tourists in Las Vegas: A Pilot Study, International Journal of Hospitality and Tourism Administration, 11 (2): 157–170.
• Kim, Y.S., Bergman, C. ve Raab, C. (2010). Factors That Impact Mature Customer Dining Choices in Las Vegas, Journal of Foodservice Business Research, 13 (3): 178-192.
• Kivela, J. (1997). Restaurant Marketing: Selection and Segmentation in Hong Kong, International Journal of Contemporary Hospitality Management, 9 (3): 116–123.
• Kivela, J., Inbakaran, R. ve Reece, J. (1999a). Consumer Research in the Restaurant Environment. Part 2: Research Design and Analytical Methods, International Journal of Contemporary Hospitality Management, 11 (6): 269-286.
• Kivela, J., Inbakaran, R. ve Reece, J. (1999b). Consumer Research in the Restaurant Environment, Part 1: A Conceptual Model of Dining Satisfaction and Return Patronage, International Journal of Contemporary Hospitality Management, 11 (5): 205-222.
• Knutson, B., Beck, J. ve Elsworth, J. (2006). The Two Dimensions of Restaurant Selection Important to The Mature Market, Journal of Hospitality Marketing and Management, 14 (3): 35–47.
• Kültür ve Turizm Bakanlığı. (2012). İşletme ve Yarım Belgeli Tesis İstatistikleri. http://yigm.kulturturizm.gov.tr/TR,9860/turizm-
• belgeli-tesisler.html, Erişim tarihi: 5 Mart 2014.
• Lahue, P. (2000). The New Mature Market: Senior Market, Restaurant Hospitality, 8 (4): 51-56.
• Lin, I. Y. (2004). Evaluating A Servicescape: The Effect of Cognition and Emotion, International Journal of Hospitality Management,
• (2):163–178.
• Lee, S., Koh, Y. ve Kang, K. H. (2011). Moderating Affect of Capital Intensity on the Relationship between Leverage and Financial Distress in the U.S. Restaurant Industry, International Journal of Hospitality Management, 30 (2): 429-438.
• Lewis, R.C. (1981). Restaurant Advertising: Appeals and Consumers’ Intentions, Journal of Advertising Research, 21 (5): 69-74.
• Milliman, R. E. (1982). Using Background Music to Affect the Behavior of Supermarket Shoppers, Journal of Marketing, 46 (3): 86-91.
• Myung, M., McCool, A. C. ve Feinstein, A. H. (2008). Understanding Attributes Affecting Meal Choice Decisions in A Bundling Context, International Journal of Hospitality Management, 27 (1): 119–125.
• National Restaurant Assosiation. (2011). Statement of Behalf of the National Restaurant Assosiation. http://www.restaurant.org/pdfs/advocacy/20110330_hrc_testimony.pdf, Erişim tarihi: 27 Şubat 2014.
• Njite, D., Dunn, G. ve Kim, L.H. (2008). Beyond Good Food: What Other Attributes Influence Consumer Preference and Selection of Fine Dining Restaurants?, Journal of Foodservice Business Research, 11 (2): 237-266.
• Nunnally, J. C. (1978). Psychometric Theory. New York: McGraw-Hill.
• Özdemir, B. (2010). Dışarıda Yemek Yeme Olgusu: Kuramsal Bir Model Önerisi, Anatolia: Turizm Araştırmaları Dergisi, 21 (2): 218-232.
• Pedraja, M. ve Yague, J. (2001). What Information Do Customers Use When Choosing A Restaurant?, International Journal of Contemporary Hospitality Management, 13 (6): 316–318.
• Raab, C., Mayer, K. ve Shoemaker, S. (2009). Price-Sensitivity Measurement: A Tool for Restaurant Menu Pricing, Journal of Hospitality & Tourism Research, 33 (1): 93-105.
• Reynolds, P. (1993). Food and Tourism: Towards an Understanding of Sustainable Culture, Journal of Sustainable Tourism, 1 (1): 48–54.
• Rowe, M. (2010). Keep It Casual, Restaurant Hospitality, 94 (3): 24–30.
• Sharma, A. ve Stafford, T. F. (2000). The Effect of Retail Atmospherics on Customers’ Perceptions of Salespeople and Customer Persuasion: An Empirical Investigation, Journal of Business Research, 49: 183-191.
• Sipahi, B., Yurtkoru, E. S. ve Çinko, M. (2008). Sosyal Bilimlerde SPSS’le Veri Analizi. Ankara: Seçkin Yayıncılık.
• Soriano, D. R. (2001). Customers’ Expectations Factors in Restaurants-The Situation in Spain, International Journal of Quality & Reliability Management, 19 (8/9): 1055–1067.
• Sulek, J. M. ve Hensley, R. L. (2004). The Relative Importance of Food, Atmosphere, and Fairness of Wait: The Case of a Full-service Restaurant, Cornell Hotel and Restaurant Administration Quarterly, 45 (3): 235-247.
• Tse, A. C. B., Sin L. ve Yim, F. H. K. (2002). How A Crowded Restaurant Affects Consumers’ Attribution Behavior, International Journal of Hospitality Management, 21 (4): 449-454.
• Turley, L. W. ve Milliman, R. E. (2000). Atmospheric Effects on Shopping Behavior: A Review of the Experimental Evidence, Journal of Business Research, 49 (2): 193–211.
• Türkiye İstatistik Kurumu (2011). Adrese Dayalı Nüfus Kayıt Sistemi, http://rapor.tuik.gov.tr/reports/rwservlet?adnksdb2&ENVID=adnksdb2Env&report=wa_turkiye_il_yasgr.RDF&p_il1=34&p_kod=2&p_yil=2011&p_dil=1&desformat=html, Erişim
• tarihi: 5 Mart 2014.
• O’Mahony, B. ve Hall, J. (2007). An Exploratory Analysis of the Factors That Influence Food Choice among Young Women, International Journal of Hospitality & Tourism Administration, 8 (2): 51-72.
• Upadhyay, Y., Singh, S. K. ve Thomas, G. (2007). Do People Differ in Their Preferences Regarding Restaurants? An Exploratory Study, The Journal of Business Perspective, 11 (2): 7-22.
• Qu, H. (1997). Determinant Factors and Choice Intention for Chinese Restaurant Dining: A Multivariate Approach, Journal of Restaurant and Foodservice Marketing, 2 (2): 35-49.
• Yazıcıoğlu, Y. ve Erdoğan, S. (2004). SPSS Uygulamalı Bilimsel Araştırma Yöntemleri. Ankara: Detay Yayıncılık.
• Yüksel, A. ve Yüksel, F. (2002). Market Segmentation Based on Tourists’ Dining Preferences, Journal of Hospitality & Tourism
• Research, 26 (4): 315–331.
• Wood, R. (2000). Strategic Questions in Food and Beverage Management. Oxford: Butterworth-Heinemann.
• Wootan, M. ve Osborn, M. (2006). Availability of Nutrition Information from Chain Restaurants in the United States, American Journal of Preventative Medicine, 30 (3): 266–268.