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: 19

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

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