Restoran İşletmelerinde Hizmet Kalitesinin Müşteri Memnuniyetine ve Sadakatine Etkisi: Oba Restoran Örneği

Yıl 2017, Cilt: 7 Sayı: 2, 147 - 170, 30.12.2017

Yusuf Bilgin Önder Kethüda

Öz

Bu araştırmanın amacı, restoran işletmelerinde hizmet kalitesinin müşteri memnuniyeti ve müşteri sadakati üzerindeki etkisini incelemektir. Buna ek olarak, araştırmada restoran işletmelerinde müşteri memnuniyetinin müşteri sadakatine etkisini ortaya koymak amaçlanmaktadır. Restoran işletmesinde hizmet kalitesi, DINESERV ölçüm modeli kullanılarak ölçülmüştür. Araştırmanın evrenini, Bartın’da faaliyet gösteren Oba restoran işletmesinin müşterileri oluşturmaktadır. Araştırmada nicel yöntem kullanılmış ve araştırma verileri, yüz yüze anket tekniğiyle toplanmıştır. Elde edilen veriler, SPSS 18.0 paket programı kullanılarak analiz edilmiştir. Analiz sonucunda, restoran işletmelerinde hizmet kalitesi boyutlarından fiziksel özellikler ve güven ve empati boyutlarının müşteri memnuniyeti üzerinde pozitif bir etkiye sahip olduğu buna karşın güvenilirlik ve heveslilik boyutlarının müşteri memnuniyeti üzerinde anlamlı bir etkisinin olmadığı belirlenmiştir. Buna ek olarak, restoran işletmesinde hizmet kalitesinin tüm boyutlarının ve müşteri memnuniyetinin müşteri sadakatini etkilediği tespit edilmiştir.

Anahtar Kelimeler

Hizmet Kalitesi, Müşteri Memnuniyeti, Müşteri Sadakati

Kaynakça

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