AÇIMLAYICI FAKTÖR ANALİZİ VE ÜNİVERSİTE YEMEKHANESİNDE MÜŞTERİ MEMNUNİYETİ ÜZERİNDE ETKİLİ OLAN BOYUTLARIN BELİRLENMESİ ÜZERİNE BİR UYGULAMA

Öz

Yemek işletmelerinde müşteri memnuniyetini belirleyen birçok faktör bulunmaktadır. Bu faktörler içerisinde fiyat, servis kalitesi, yemek kalitesi ve fiziksel ortam en önemli boyutlar olarak öne çıkmaktadırlar. Bu çalışmada, dört boyutun öğrencilerin memnuniyetini belirleyen faktörleri öğrenmek amacıyla, bir üniversite yemekhanesinde anket uygulanmıştır. Çalışmada kullanılan ölçekte yer alan boyutlar açımlayıcı faktör analizi kullanarak belirlenmeye çalışılmıştır. Açımlayıcı faktör analizi sonucuna göre, yemekhane için geliştirilen hizmet kalitesi ölçeği iki boyut altında toplanmıştır.

Anahtar Kelimeler

• Müşteri Memnuniyeti, Açımlayıcı Faktör Analizi, Anket, Üniversite Yemekhanesi

AN EMPRICIAL EXAMINATION TO DEFINE FACTORS EFFECTING CUSTOMERS’ SATISFACTION PERCEPTIONS AT A UNIVERSITY CAFETERIA

Öz

There are numerous factors effecting customers’ satisfaction perceptions of service quality in catering services. Among these factors, price, service quality, food quality and physical environment are the most significant factors influencing service quality perceptions. In this study, we administered a survey to better understand the possible influence of mentioned four factors on service quality perceptions of students at a university cafeteria. The underlying dimensions of service quality have been investigated by using Exploratory Factor Analysis EFA technique. Finally, a service quality instrument has been proposed by classifying service quality perceptions under two main dimensions by EFA

Anahtar Kelimeler

• Customer Satisfaction, Exploratory Factor Analysis, Survey, University Cafeteria

Kaynakça

1. ABDULLAH D.N., ROZARIO M.A. (2009). Influence of service and product quality towards customer satisfaction: A case study at the staff cafeteria in the Hotel Industry. World Academy of Science, Engineering and Technology.53.
2. AKSOYDAN, E. (2007). Hygiene factors influencing customers’ choice of dining-out units: Findings for a study of university academic staff. Journal of Food Safety. 27 (2007), 300- 316.ss.
3. ANDALEEB, S.S., CONWAY, C. (2006). Customer satisfaction in the restaurant industry: an examination of the transaction-specific model. Journal of Services Marketing. 20(1), 2006. 3-11.ss.
4. BABAKUŞ E., BOLLER, G.W. (1992). An Empirical assessment of the SERVQUAL scale, Journal of Business Research, 24, 253-68.ss.
5. BAI, C., YE, C. (2005). Construct a public service quality evaluation model: evidence from Chinese Public Service Industry, Proceedings of ICSSSM '05. 2005 International, 1, 508- 513.
6. BELSLEY, D.A., KUH, E., WELSCH, R.F. (1980). Regression diagnostics: identifying influential data sources of collinearity. New York: John Wiley & Sons.
7. BİLGİN B, ERKAN Ü. C. (2008). Bir hazır yemek işletmesinde HACCP sisteminin kurulması. Tekirdağ Ziraat Fakültesi Dergisi. 5 (3), 267-281.ss.
8. BUTTLE, F., (1996). SERVQUAL: review, critique, research agenda. European Journal of Marketing.30(1), 8-32.ss.

9. BÜLBÜL, H., DEMIRER, Ö. (2008). Hizmet kalitesi ölçüm modelleri Servqual ve Serperf’in karşılaştırmalı analizi. Selçuk Üniversitesi Sosyal Bilimler Enstitüsü Dergisi. 20, 181-198.ss.
10. CRONIN, J.J. JR., TAYLOR, S.A. (1992). Measuring services quality: a reexamination and extension. Journal of Marketing. 56(3), 55-68.ss.
11. ÇABUK, S., YAĞCI, M. (2007). Pazarlamaya çağdaş yaklaşım, Adana: Nobel Kitapevleri.
12. ÇOKLUK, Ö., ŞEKERCİOĞLU, G., BÜYÜKÖZTÜRK, Ş. (2010). Sosyal bilimler için çok değişkenli istatisik : SPSS ve LISREL Uygulamaları. Ankara: Pegem Akademi.
13. DONKOH, S.A., QUAINOO, A.K., CUDJOE, E., KABA, N.C. (2012). Customer satisfaction and perceptions about food services on the University for Development Studies Campus, Ghana. African Journal of Food Science. 6(8), 216-223.ss.
14. FABRIGAR, L.R., WEGENER, D.T., MACCALLUM, R.C., STRAHAN, E.J. (1999). Evaluating the use of exploratory factor analysis in psychological research. Psychological Methods, 4(3), 272-299.ss.
15. FIELD, A.P. (2009). Discovering statistics Using SPSS, London: Sage.
16. GUJARATI, D.N. (2004). Basic econometrics, 4th ed. McGraw Hill, USA.
17. HAIR, J.F., BLACK, W.C., BABIN, B.J., ANDERSON, R.E. (2010). Multivariate data analysis a global perspective. 7th ed., Pearson Prentice Hall.
18. HAN, H., RYU, K. (2009). The Roles of the physical environment, price perception, and customer satisfaction in determining customer loyalty in the restaurant industry. Journal of Hospitality & Tourism Researc., Vol. 33, No. 4, Kasım 2009, 487-510.ss.
19. HELLIER, P.K., GEURSEN, G.M., CARR, R.A., RICKARD, J.A. (2003). Customer repurchase intention: a general structural equation model. European Journal of Marketin., 37 (11/12), 1762-800.ss.
20. JOHNS, N. (1996). Measuring hospitality service quality. MCB University Press. [Erişim adresi] http://www.mcb.co.uk/hospitality/johns/service.
21. KANG, G.D., JAMES, J. (2004). Services quality dimensions: Grönroos’s service quality model. Managing ServiceQuality. 14(4): 266-277.ss.
22. KAYIŞ, A. (2006a) Güvenilirlik analizi, SPSS uygulamalı çok değişkenli istatistik teknikleri. Ş KALAYCI (ed) Ankara: Asil Yayın Dağıtım.
23. KAYIŞ, A. (2006b) Faktör analizi, SPSS uygulamalı çok değişkenli istatistik teknikleri. Ş. KALAYCI (ed), Ankara: Asil Yayın Dağıtım.
24. KIVELA, J., INBAKARAN, R., 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. 11(5), 205-222.ss.
25. LIANG, X., ZHANG, S. (2009). Investigation of customer satisfaction in student food service: An example of student cafeteria in NHH. International Journal of Quality and Service Sciences. Vol. 1 No. 1, 2009, 113-124.ss.
26. LIM H (2010). Understanding America customer perceptions on Japanese food and services in the U.S. UNLV. Thesis/ Dissertations/Professional papers/capstones. Paper 654.
27. LIU, Y., JANG, S. (2009). Perceptions of Chinese restaurants in the U.S.: what affects customer satisfaction and behavioral intentions?. International Journal of Hospitality Management. 28, 338-348.ss.
28. LUBKE, G.H., MUTHÉN, B.O. (2004). Applying multigroup confirmatory factor models for continuous outcomes to Likert scale data complicates meaningful group comparisons. Structural Equation Modeling, 11, 514-534.ss.
29. MEYERS, L.S., GAMST, G., GUARİNO, A.J. (2006). Applied multivariate research: design and interpretation. Thousand Oaks, CA: Sage.
30. NAMKUNG, Y., JANG, S. (2007). Does food quality really matter in restaurants Its impact on customer satisfaction and behavioral intentions. Journal of Hospitality & Tourism Research. 31(3), 387-410.ss.
31. OBEROI, V., HALES, C. (1996). Assessing thequality of the conference hotel service product: towards an empirically based model. Service Industries Journal. 10(4), 700-721.ss.
32. OSBORNE, J.W., COSTELLO, A.B. (2009). Best practices in exploratory factor analysis: Four recommendations for getting the most from your analysis. Pan-Pacific Management Review, 12(2) 131-146.ss.
33. PARASURAMAN, A., ZEITHAML, V.A., BERRY, L.L. (1985). A conceptual model of service quality and implications for future research. Journal of Marketing. 49, Fall, 41-50.ss.
34. PARASURAMAN, A., ZEITHAML, V.A., BERRY, L.L. (1994). Alternative scales for measuring service quality: a comparative assessment based on psychometric and diagnostic criteria. Journal of Retailing, 70(3), 201-230.ss.
35. PERI, C. (2006). The Universe of food quality. Food Quality and Preference, 17, 3-8.ss.
36. PEŞKİRCİOĞLU, N. (1999). Kalite yönetiminde ISO 9000 uygulamaları. Milli Prodüktivite Yayınları, Ankara.
37. QIN, H., PRYBUTOK, V.R. (2009). Service quality, customer satisfaction, and behavioral intentions in fast-food restaurants. International Journal of Quality and Service Sciences. 1(1), 78-95.ss.
38. RAO, C.R., TOUTENBURG, H., SHALABH, H.C. (2008) Linear models and generalizations: least squares and alternatives, 3rd ed. New York: Springer.
39. RUSSELL, D. W. (2002). In search of underlying dimensions: the use (and abuse) of factor analysis. Personality and Social Psychology Bulletin. 28, 1629-1646.ss.
40. RYU, K., HAN, H. (2010). Influence of the quality of food, service, and physical environment on customer satisfaction and behavioural intention in Quick-Casual Restaurants: moderating role of perceived price. Journal of Hospitality & Tourism Research. 34-310.ss.
41. SAAT, M. (1999). Kavramsal hizmet modeli ve hizmet kalitesini ölçme aracı olarak SERVQUAL analizi. Gazi Üniversitesi İ.İ.B.F. Dergisi. 3, 107-108.ss.
42. SPIEGEL, M.R., STEPHENS, L.J. (1999). “Schaum's outline of theory and problems of statistics”, 3rd ed. New York: McGraw-Hill.
43. SULEK, J., HENSLEY, R. (2004). The relative importance of food, atmosphere, and fairness of wait. Cornell Hotel and Restaurant Administration Quarterly. 45(3), 235-47.ss.
44. SUSSKIND, A.M., CHAN, E.K. (2000). How restaurant features affect check averages. Cornell Hotel and Restaurant Administration Quarterly. 41(6), 56-63.ss.
45. TABACHNICK, B.G., FIDELL, L.S. (2007). Using multivariate statistics (5. bs). Boston: Allyn and Bacon.
46. TAVŞANCIL, E. (2010). Tutumların ölçülmesi ve SPSS ile veri analizi. Ankara: Nobel.
47. TEAS, R.K. (1993). Expectations, performans evaluation, and consumers’ perception of quality. Journal of Marketing. 57(4), 18-34.ss.
48. TEKİN, H. (2000). Eğitimde ölçme ve değerlendirme, göz. gçrl. 14.bs. Ankara: Yargı.
49. TEKİNDAL, S. (2009). Duyuşsal özelliklerin ölçülmesi için araç oluşturma. Ankara: Pegem.
50. VELICER, W.F., FAVA, J.L. (1998). Effects of variable and subject sampling on factor pattern recovery. Psychological Methods. 3(2), 231-251.ss.
51. WAKEFIELD, K.L., BLODGETT, J.G. (1994). The importance of servicescapes in leisure service settings. Joumal of Services Marketing. 8(3), 66-76.ss.
52. WIDAMAN, K.F. (1993). Common factor analysis versus principal component analysis: Differential bias in representing model parameters?. Multivariate Behavioral Research. 28, 263-311.ss.
53. WISSMANN, M., TOUTENBURG, H., SHALABH. (2007) Role of categorical variables in multicollinearity in the linear regression model. Technical Report, Number 008, Department of Statistics, University of Munich.
54. WU, CHIEN-HO. (2007). An Empirical Study on the Transformation of Likert-scale Data to Numerical Score. Applied Mathematical Sciences. 1(58), 2851-2862.ss.