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

Yıl 2019, Cilt: 22 Sayı: 42, 375 - 406, 31.12.2019

S.süreyya Bengül , Ömer Zafer Güven

https://doi.org/10.31795/baunsobed.657536

Cited By: 1

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

• Ahmad, A. (2015). The Effect of Service and Food Quality on Customer Satisfaction and Hence Customer Retention, Asian Social Science; Volume:11, No:23, 129-139
• Aksu, M., Korkmaz, H. ve Sünnetçioğlu, S. (2016). Yiyecek ve İçecek İşletmelerindeki Hizmet Kalitesinin Müşteri Memnuniyeti Üzerinde Etkisi: Bozcaada’da DINESERV Modeliyle Bir Araştırma. Balıkesir Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, Cilt:19, Sayı:35, 1-18.
• Altunışık, R., Coşkun, R., Bayraktaroğlu, S. ve Yıldırım, E. (2010). Sosyal Bilimlerde Araştırma Yöntemleri: SPSS Uygulamaları. Sakarya: Sakarya Yayıncılık.
• Andaleeb, S. ve Conway, C. (2006). Customer Satisfaction in the Restaurant İndustry: An Examination of the Transaction‐Specific Model. Journal of Services Marketing, Vol:20 Issue:1, 3-11.
• Babin, B. J., Lee, Y.-K., Kim, E.-J. ve Griffin, M. (2005). Modeling Consumer Satisfaction and Word-of-Mouth: Restaurant Patronage in Korea. Journal of Services Marketing, Volume:19, Issue:3, 133–139. Bayram, N. (2010). Yapısal Eşitlik Modellemesine Giriş: AMOS Uygulamaları. Bursa: Ezgi Kitabevi.
• Benrit, P. ve Trakulmaykee, N. (2016). The Relationships Among Food Quality, Service Quality, Physical Environment and Customers’ Satisfaction in Thai Dining Restaurant in Malaysia, Journal of Management Sciences, Volume:3, Issue:1, 41-61.
• Berry, L.L., Zeithaml, V.A. ve Parasuraman, A. (1985). Quality Counts İn Services, Too. Business Horizons, Volume:28, Issue:3, 44-52.
• Bilgin, Y. ve Kethüda, Ö. (2017). Restoran İşletmelerinde Hizmet Kalitesinin Müşteri Memnuniyetine ve Sadakatine Etkisi: Oba Restoran Örneği. Çankırı Karatekin Üniversitesi İİBF Dergisi, Cilt 7, Sayı 2, 147-170.
• Bilgin, Y. (2017). Restoran İşletmelerinde Hizmet Kalitesi, Müşteri Memnuniyeti ve Müşteri Sadakatinin Ağızdan Ağıza Pazarlamaya Etkisi. İşletme Araştırmaları Dergisi, Volume: Issue:4, 33-62.
• Bitner, M.J. (1990). Evaluating Service Encounters; The Effects Of Physical Surroundings And Employee Responses. Journal of Marketing, Vol:54, No:2, 69-82.
• Bitner, M.J. (1992). Servicescapes: The Impact of Physical Surroundings on Customers and Employees. Journal of Marketing, Vol:56, No:2, 57-71
• Brady, M.K. ve Cronin, J.J. (2001). Some New Thoughts on Conceptualising Perceived Service Quality: A Hierarchical Approach. Journal of Marketing, Vol:65, No:3, 34-49.
• Bucak T. ve Turan Ö., (2016). Restoranlarda Hizmet Kalitesinin Misafir Memnuniyetine Etkisi: Çanakkale Merkezinde Bir Araştırma. International Journal of Social Science, Number: 49, 287-304.
• Canny, I. (2013). The Role Of Food Quality, Service Quality, And Physicalenvironment On Customer Satisfaction And Future Behavioral İntentions İn Casual Dining Restaurant. The 7th National Research Management Conference, Sriwijayauniversity - Palembang, Indonesia.
• Chen, P-T. ve Hu, H.H. (2010). How Determinant Attributes Of Service Quality İnfluence Customer-Perceived Value: An Empirical İnvestigation Of The Australian Coffee Outlet İndustry. International Journal of Contemporary Hospitality Management, Volume:22, Issue:4, 535-551.
• Chow, I.H., Lau, V.P., Lo, T.W., Sha, Z. ve Yun, H. (2007). Service Quality İn Restaurant Operations İn China: Decision- And Experiential-Oriented Perspectives. International Journal of Hospitality Management, Volume:26, Issue:3, 698–710.
• Cronin, J.J. ve Taylor, S.A. (1992). Measuring Service Quality: A Reexamination And Extension. Journal of Marketing, Vol:56, No:3, 55-68.
• Çalık, M., Altunışık, R. ve Sütütemiz, N. (2013). Bütünleşik Pazarlama İletişimi, Marka Performansı ve Pazar Performansı İlişkisinin İncelenmesi. Uluslararası Yönetim İktisat ve İşletme Dergisi, Cilt:9, Sayı:19, 137-162.
• Çetintürk, İ. (2017). Müşteri Değeri, Müşteri Tatmini ve Marka Sadakati: Üniversite Sosyal Tesisleri Üzerine Bir Araştırma. Seyahat ve Otel İşletmeciliği Dergisi, Cilt:14, Sayı:2, 93-109.
• Dabholkar, P.A., Thorpe, D.I. ve Rentz, J.O. (1996). A Measure of Service Quality for Retail Stories: Scale Development and Validation. Journal of the Academy of Marketing Science, Vol:24, No:1, 3-16. Denizer, D. (2005). Yiyecek ve İçecek Yönetimi. Ankara: Detay Yayıncılık, 1. Baskı.
• Demirgüneş B. K., (2015). Satış Elemanının Etik Davranışı: Tüketici Algısının Güven, Memnuniyet ve Tekrar Satın Alma Davranışı Üzerindeki Etkisi. İş Ahlakı Dergisi, 8,(1), 5-46.
• Dursun, Y. ve Kocagöz, E. (2010). Yapısal Eşitlik Modellemesi Ve Regresyon: Karşılaştırmalı Bir Analiz. Erciyes Üniversitesi İİBF Dergisi, Sayı: 35, 1-17.
• Fornell, C. ve Larcker, D.F. (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error: Algebra and Statistics. Journal of Marketing Research, Volume:18, No:3, 382-388.
• Garbarino, E. ve Johnson, M. S. (1999). The Different Roles of Satisfaction, Trust and Commitment in Customer Relationship, Journal of Marketing. Volume:63, No:2, 70- 87.
• Grönroos, C. (1984). A Service Quality Model and Its Marketing Implications. European Journal of Marketing, Vol:18, Issue:4, 36-44.
• Ha, J. ve Jang, S. (2010). Effects of Service Quality and Food Quality: The Moderating Role of Atmospherics İn An Ethnic Restaurant Segment. International Journal of Hospitality Management, Volume:29, (3), 520–529.
• Haery, F.A. ve Badiezadeh, M. (2014). Studying the Effect of Food Quality Dimensions (Physical Environment, Food and Services) on Mental Image of the Restaurant and Customers' Satisfaction and Intentions Based on Kisang's Model, İnternational Journal of Academic Research in Business and Social Sciences, Volume:4, No:7, 415-424
• Haghighi, M., Dorosti, A., Rahnama, A ve Hoseinpour, A. (2012). Evaluation Of Factors Affecting Customer Loyalty İn The Restaurant İndustry, African Journal of Business Management, Volume:6, Issue:14, 5039-5046.
• Hair, J. F., Black, W. C., Babin, B. J. ve Anderson, R. E. (2009). Multivariate Data Analysis. NJ: Prentice Hall.
• Han, H.S., 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 & Tourism Research, Vol:33, Issue:4, 487-510.
• Hanaysha, J. (2016). Testing The Effects Of Food Quality, Price Fairness, and Physical Environment on Customer Satisfaction in Fast Food Restaurant Industry, Journal of Asian Business Strategy, Volume:6, Issue:2, 31-40
• Heung, V.C.S. ve Gu, T. (2012). Influence of Restaurant Atmospherics on Patron Satisfaction and Behavioral Intentions. International Journal of Hospitality Management, Volume:31, Issue:4, 1167– 1177.
• Homburg, C., Koschate, N. ve Hoyer, W. D. (2005). Do Satisfied Customers Really Pay More? A Study of the Relationship between Customer Satisfaction and Willingness to Pay. The Journal of Marketing, Volume:69, No:2, 84-96.
• Hwang, J. ve Ok, C. (2013). The Antecedents and Consequence of Consumer Attitudes Toward Restaurant Brands: A Comparative Study Between Casual and Fine Dining Restaurants. International Journal of Hospitality Management, Volume:32, (1), 121–131.
• Jang, S. ve Namkung, Y. (2009). Perceived Quality, Emotions, and Behavioral İntentions: Application of An Extended Mehrabian‐Russell Model to Restaurants. Journal of Business Research, Vol:62, No: 4, 451‐60.
• Kang, H.C. ve Wang, Y.W. (2009). The Relationships among Sea-Food Restaurant Service Quality, Perceived Value, Customer Satisfaction and Behavioral Intentions Using Structural Equation Models: A Case of Pengh. The 9th International Conference on Electronic Business, Macau, November 30 - December 4, 629-633.
• Kim, H.J., McCahon, C. ve Miller, J. (2003). Assessing Service Quality İn Korean Casual-Dining Restaurants Using DINESERV. Journal of Foodservice Business Research, Volume:6, Issue:1, 67–86.
• Kim, W. G., Ng, C.Y.N. ve Kim, Y. (2009). Influence of Institutional DINESERV on Customer Satisfaction, Return Intention, and Word-ofMouth. International Journal of Hospitality Management, Volume:28, Issue:1, 10-17.
• Kivela, J., Inbakaran, R. ve 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, Volume:11, Issue:5, 205-222.
• Koçak, N. (2006). Yiyecek İçecek Hizmetleri Yönetimi. Ankara: Detay Yayıncılık.
• Ladhari R., Brun I. ve Morales M. (2008). Determinants of Dining Satisfaction and Post-Dining Behavioral Intentions. International Journal of Hospitality Management, Volume:27, Issue:4, 563–573.
• Lai, I. K. W. (2015). The Roles of Value, Satisfaction, and Commitment in the Effect of Service Quality on Customer Loyalty in Hong Kong–Style Tea Restaurants. Cornell Hospitality Quarterly, Volume:56, Issue:1, 118-138.
• Lehtinen, J.R. ve Lehtinen, U. (1982). Service Quality: A Study of Quality Dimensions, Unpublished Working Paper., Service Management Institute, Helsinki.
• Liu, Y. ve Jang, S. S. (2009). Perceptions of Chinese Restaurants in the U.S.: What Affects Customer Satisfaction and Behavioral Intentions?. International Journal of Hospitality Management, Volume:28, Issue:3, 338-348.
• Meydan, C. H. ve Şeşen, H. (2015). Yapısal Eşitlik Modellemesi: Amos Uygulamaları, Ankara: Detay Yayıncılık.
• Markoviç, S., Raspor, S. ve Dorçiç, J. (2010). Does Restaurant Performance Meet Customers’ Expectatıons? An Assessment Of Restaurant Servıce Qualıty Usıng A Modıfıed Dıneserv Approach. Tourism and Hospitality Management, Vol:16, No:2, 181-195.
• Markoviç, S., Raspor, S. ve Dorçiç, J. (2011). What Are The Key Dimensions of Restaurant Service Quality? An Empirical Study in The City Restaurant Settings. Sustainable Tourism: Socio-cultural, Environmental and Economics Impact : [conference Proceedings], 235-249.
• Munhurrun, P.R. (2012). Perceived Service Quality In Restaurant Services: Evidence From Mauritius. International Journal of Management and Marketing Research, Volume:5, No:3, 1-14.
• Namkung, Y. ve Jang, S. (2007). Does Food Quality Really Matter in Restaurant? Its İmpact on Customer Satisfaction and Behavioral İntentions. Journal of Hospitality and Tourism Research, Vol: 31, No:3, 387‐410.
• Namkung, Y. ve Jang, S. (2008). Are Highly Satisfied Restaurant Customers Really Different? A Quality Perception Perspective. International Journal of Contemporary Hospitality Management, Vol:20 Issue:2, 142-155.
• Nejati, M ve Moghaddam, P.P. (2013). The Effect of Hedonic and Utilitarian Values on Satisfaction and Behavioural İntentions for Dining İn Fast-Casual Restaurants İn Iran. British Food Journal, Vol:115, Issue:11, 1583-1596.
• Oh, H. (2000). Diners’ Perception of Quality, Value, and Satisfaction: A Practical Viewpoint. Cornell Hotel and Restaurant Administration Quarterly, Volume:41, Issue:3, 58-66.
• Olalı, H. ve Korzay, M. (1993). Otel İşletmeciliği. İstanbul: Beta Basın Yayım Dağıtım
• Oliver, R.L. (1999). Whence Consumer Loyalty?, Journal of Marketing, Volume:63 (Special Issue), 33–44.
• Ong, A. D. ve Van Dulmen, M. H. N. (2007). Handbook of Methods in Possitive Psychology. Oxford University Press.
• Öztürk, A.S. (2005). Hizmet Pazarlaması, Ankara: Ekin Kitapevi.
• Qin, H., & Prybutok, V. R. (2009). Service Quality, Customer Satisfaction, and Behavioral Intentions in Fast-Food Restaurants. International Journal of Quality and Service Sciences, Volume:1, Issue:1, 78-95.
• Rust, R. T., ve Oliver, R. L. (1994). Service Quality: Insights and Manegerial İmplications from the Frontier in Service Quality: New Directions in Theory and Practice, Sage Publication.
• Ryu, K. ve Jang, H. (2008). Influence Of Restaurants' Physical Environments on Emotion and Behavioral İntention. The Service Industries Journal, Volume:28, Number:8, 1151-1165.
• Ryu, K., Han, H.S. ve Kim, T.H. (2008). The Relationships Among Overall Quick‐Casual Restaurant İmage, Perceived Value, Customer Satisfaction, And Behavioral İntentions. International Journal of Hospitality Management, Vol:27, No:3, 459‐69.
• Ryu, K. ve Han, H.S. (2010). Influence of The Quality of Food, Service, and Physical Environment on Customer Satisfaction in Quick-Casual Restaurants: Moderating Role of Perceived Price. Journal of Hospitality & Tourism Research, Vol:34, No:3, 310-29.
• Ryu, K. ve Han, H.S. (2011). New Or Repeat Customers: How Does Physical Environment İnfluence Their Restaurant Experience?. International Journal of Hospitality Management, Volume:30, Issue:3, 599–611
• Ryu, K., Lee, HR., ve Kim, W.G (2012). The Influence of The Quality of The Physical Environment,Food, and Service on Restaurant İmage, Customer Perceived Value, Customer Satisfaction, and Behavioral Intentions. International Journal of Contemporary Hospitality Management, Vol:24, Issue:2, 200-223.
• Sabir, İ. R., Akhtar, N., Pervez, M. A. ve Rehman, A. (2014). Customer Satisfaction in the Restaurant Industry; Examining the Model in Local Industry Perspective. Journal of Asian Business Strategy, Volume:4, Issue:1, 18-31.
• Sarıışık M. (1994). Konaklama İşletmelerinde Mutfak Planlamasında Dikkat Edilmesi Gereken Konular. Anatolia Turizm ve Çevre Kültür Dergisi, Sayı: 4, 68-72.
• Sasser, W.E., Olsen, R.P. ve Wyckoff, D.D. (1978). Management of Service Operations, Allyn and Bacon, Boston, MA.
• Slater, S.F., ve Narver, J.C. (2000). Intelligence Generation and Superior Customer Value. Journal of Academy of Marketing Science, Volume:28, Issue:1, 120-127.
• Stevens, P., Knutson, B. ve Patton, M. (1995). DİNESERV: A Tool For Measuring Service Quality İn Restaurants. The Cornell Hotel and Restaurant Administration Quarterly, Volume:36, Issue:2, 56-60.
• Susskind, A.M. ve Chan, E.K. (2000). How Restaurant Features Affect Check Averages: A study of the Toronto Restaurant Market. Cornell Hotel and Restaurant Administration Quarterly, Vol:41, Issue:6, 56-63.
• Sulek, J.M. ve Hensley, R.L. (2004). The Relative Importance of Food, Atmosphere, and Fairness of Wait. Cornell Hotel and Restaurant Administration Quarterly, Volume: 45, (3), 235–247.
• Şimşek, G.G. (2016). Süpermarket Müşterilerinin Hizmet ve Ürün Kalitesi Algılarıyla Birinci ve İkinci Mertebe Doğrulayıcı Faktör Modelleri: Deneysel Bir Araştırma. Alphanumeric Journal, Volume 4, Issue 2, 115-145.
• Tabachnick, B.G. ve Fidell. L.S. (2013). Using Multivariate Statistics (sixth ed.) Boston: Pearson.
• Temizel, G. ve Garda, B. (2017). Konaklama İşletmelerinde Hizmet Kalitesi Kavramı ve Hizmet Kalitesinin Ölçülmesinde Kullanılan Modeller. Selçuk Üniversitesi Sosyal ve Teknik Araştırmalar Dergisi, Sayı: 14, 161-171.
• Tuncer, İ. (2017). Yiyecek İçecek İşletmelerinde Hizmet Kalitesi Boyutları ve Ölçeklerinin İncelenmesi. International Journal of Academic Value Studies, Vol:3, Issue:16, 321-329.
• Türksoy, A. (2002). Yiyecek ve İçecek Hizmetleri Yönetimi. Ankara: Turhan Kitabevi (Genişletilmiş İkinci Baskı).
• Tüzünkan, D. ve Albayrak, A. (2016). The Importance of Restaurant Physical Environment For Turkish Customers, Journal of Tourism Research & Hospitality, Volume:5, Issue:1, 1-7.
• Vanniarajan, T. (2009). DINESERV: A Tool For Measuring Service Quality İn Restaurants. Journal of Marketing & Communication, Volume: 4, Issue: 3, 41-52.
• Vanniarajan, T. ve Meharajan, T. (2012). DINESERV: A Tool For Measuring Service Quality İn Restaurants. Journal of Marketing & Communication, Volume:8, Issue:2, 4-11.
• Weiss, R., Feinstein, A. H. ve Dalbor, M. (2004). Customer Satisfaction of Theme Restaurant Attributes and Their Influence on Return Intent. Journal of Foodservice Business Research, Volume:7, Issue:1, 23-41.
• Westbrook, R.A. ve Oliver, R.L. (1991). The Dimensionality of Consumption Emotion Patterns and Consumer Satisfaction. Journal of Consumer Research, Volume:18, No:1, 84-91. Yılmaz, Y. (2007). Otel ve Yiyecek İçecek İşletmelerinde Ziyafet Organizasyonu ve Yönetimi. Ankara: Detay Yayıncılık.
• Zeithaml, V.A., (1988), Consumer Perceptions of Price, Quality, and Value: A MeansEnd Model and Synthesis of Evidence. Journal of Marketing, Volume:52, No:3, 2-22.
• Zeithaml, V.A., Berry, L. L. ve Parasuraman, A. (1996). The Behavioral Consequences of Service Quality. Journal of Marketing, Vol.:60, No:2, 31-46.
• etuder.org.tr/organizasyonlar5.html, Ulaşım Tarihi: 15.02.2018