The Effects of Physical Environment Quality, Food Quality and Service Quality on The Perceived Value, Customer Satisfaction and Customer Loyalty in Food and Beverage Businesses

Öz

The aim of this study is to examine the effect of the service quality dimension on percieved value, customer satisfaction and customer loyalty in food and beverage businesses. Physical environment quality, food quality and service quality were determined as the dimensions of service quality in the food and beverage businesses after a comprehensive literature review. The data were collected by surveys from a total of 438 customers who purchased service from 4 restaurants operating in Kütahya. The relationships between variables were tested using the structural equation model. As a result of the research, it was found that only food quality had a significant effect on both perceived value and customer satisfaction, whereas physical quality and service quality only had a significant effect on customer satisfaction. In addition, it was found that customer satisfaction and perceived value are important determinants of customer loyalty.

Anahtar Kelimeler

• : Physical Environment Quality
• Food Quality
• Service Quality
• Perceived Value
• Customer Satisfaction
• Customer Loyalty
• Food and Beverage Businesses

YİYECEK İÇECEK İŞLETMELERİNDE FİZİKSEL ORTAM KALİTESİ, YİYECEK KALİTESİ VE SERVİS KALİTESİNİN ALGILANAN DEĞER, MÜŞTERİ MEMNUNİYETİ VE MÜŞTERİ BAĞLILIĞI ÜZERİNDEKİ ETKİSİ

Öz

Bu çalışmanın amacı yiyecek-içecek işletmelerinde hizmet kalitesi boyutlarının algılanan değer, müşteri memnuniyeti ve müşteri bağlılığı üzerindeki etkilerinin incelenmesidir. Kapsamlı bir literatür taraması sonucu fiziksel ortam kalitesi, yiyecek kalitesi ve servis kalitesi yiyecek-içecek işletmelerinde hizmet kalitesi boyutları olarak belirlenmiştir. Veriler, Kütahya’da faaliyet gösteren 4 adet restoran işletmesinden hizmet satın alan 438 müşteriden anket aracılığıyla toplanmıştır. Değişkenler arası ilişkiler yapısal eşitlik modeli kullanılarak test edilmiştir. Araştırma sonucunda; yiyecek kalitesinin hem algılanan değer hem de müşteri memnuniyeti üzerinde, buna karşılık fiziksel ortam kalitesi ve servis kalitesinin ise sadece müşteri memnuniyeti üzerinde anlamlı bir etkisi olduğu sonucu bulunmuştur. Ayrıca müşteri memnuniyetinin ve algılanan değerin müşteri bağlığının önemli belirleyicileri olduğu sonucuna ulaşılmıştır.

Anahtar Kelimeler

• Fiziksel Ortam Kalitesi
• Yiyecek Kalitesi
• Servis Kalitesi
• Algılanan Değer
• Müşteri Memnuniyeti
• Müşteri Bağlılığı
• Yiyecek-İçecek İşletmeleri

Kaynakça

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