MÜŞTERİLERİN RESTORAN ÇALIŞANLARININ BAHŞİŞ ARTTIRMA AMAÇLI DAVRANIŞLARINA KARŞI TUTUMLARI

Yıl 2014, Cilt: 29 Sayı: 1, 137 - 160, 08.07.2014

Tülay Korkmaz Devrani

Öz

Bu çalışmanın amacı restoranlarda hizmet sunan çalışanların bahşiş gelirlerini arttırmak için sergiledikleri davranışların (bahşiş arttıran davranışlar) müşteriler tarafından nasıl algılandığının incelenmesi ve müşteriyi bahşiş vermeye yöneltme nedenlerine göre alt gruplara ayrışıp ayrışmadıklarının belirlenmesidir. Veri Ankara’da yaşayan müşterilerden uygunluk örneklemesi ile toplanmıştır. Analizler geçerli 295 anket üzerinden yapılmıştır. Analiz sonuçlarına göre bahşiş arttıran çalışan davranışlarının müşterilerin daha fazla bahşiş verme isteği üzerindeki etkisi farklılaşmaktadır. Bahşiş arttıran davranışlar müşterilerin değerlendirmelerine göre üç ayrı alt grupta toplanmıştır. Aynı grupta yer alan davranışların müşteriyi bahşiş vermeye yöneltme nedenleri benzerlik göstermektedir.

Anahtar Kelimeler

Bahşiş Arttıran Davranışlar, Bahşiş Miktarı, Türk Müşteriler, Restoranlar

CUSTOMERS’ ATTITUDES TOWARD SERVERS TIP ENHANCING BEHAVIORS

Öz

The purpose of the study is to examine the customers’ attitudes toward tip enhancing behaviors and manifest if these behaviors can be categorized into distinct subgroups or not.The data are gathered from restaurant customers in Ankara by using convenience sample.295 usable questionnaires put into analyses. Mean scores to determine the effects of eachbehavior on tip size are calculated. Factor analysis is conducted to divide the subgroups of tip-enhancing behaviors. The results indicate that Turkish customers exhibit different responses to several tip enhancing behaviors. While some of these behaviors could lead them to leave larger tips, some of them could not. The findings also show that tip enhancing behaviors are categorized into three distinct sub-groups based on customers’evaluations. Behaviors categorized into same group are similar with the motives that encourage the customers to tip more.

Anahtar Kelimeler

Tip Enhancing Behaviors, Tip Size, Turkish Customers, Restaurants

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