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Kalabalık Restoran Algısının Davranışsal Niyetlere Etkisi

Yıl 2019, Cilt 3, Sayı 4, 488 - 497, 31.12.2019
https://doi.org/10.32958/gastoria.587333

Öz

Mevcut çalışmanın amacı restoran müşterilerinin kalabalık algısının davranışsal niyetlere etkisini ortaya koymaktır. Veriler literatüre bağlı geliştirilen bir anket ile toplanmıştır. Anket, amaçlı örnekleme ile seçilen ve kalabalık olduğu bilinen bir restoranın müşterilerinden toplanmıştır. Anket uygulaması, garson kılığına girmiş araştırmacılardan biri tarafından 16-24 Nisan 2018 tarihleri arasında gerçekleştirilmiştir. 459 anketten elde edilen verilerin değerlendirilmesinde; tanımlayıcı istatistikler, açıklayıcı ve doğrulayıcı faktör analizi, yapısal eşitlik modellemesi uygulanmıştır.

Kalabalık olduğu bilinen restoranlarda "insani kalabalık" algısının davranışsal niyeti olumlu yönde, buna karşın "mekansal kalabalık" algısının ise olumsuz yönde etkilediği bulunmuştur. Lezzetli yiyecek ve içecek sunduğu bilinen kalabalık restoranlarda, insani kalabalık davranışsal niyetleri olumlu yönde etkilemesi, tüketicilerin kalabalıktan ziyade fiyat/kalite dengesini önemsediklerini ortaya koymaktadır. Buna karşın mekansal kalabalık konusuna restoran yöneticilerinin gereken önemi vermelerinde fayda vardır.

Kaynakça

  • Bitner, M. J. (1992). “Servicescapes: The impact of physical surroundings on customer and employees”. Journal of Marketing, 56: 57-71. 28 (4): 494–503.
  • Buckley, R. (2009). Evaluating the net effects of ecotourism on the environment: a framework, first assessment, and future research. Journal of Sustainable Tourism,17(6), 643-672.
  • Bush, A. J., Martin, C. A., & Bush, V. D. (2004). “Sports celebrity ınfluence on the behavioral intentions of generation y”. Journal of Advertising Research, 44(1): 108-118.
  • Cronin, J. J., Brady, M. K. & Hult, G. T. M. (2000). “Assessing the effects of quality, value, and customer satisfaction on consumer behavioral ıntentions ın service environments”. Journal of Retailing, 76 (2): 193-218.
  • Eroglu, S.A., Machleit, K., & Barr, T.F. (2005). Perceived retail crowding and shopping satisfaction: The role of shopping values. J. Bus. Res. 58 (8), 1146-1153.Güven, E., & Sarıışık, M. (2014). Konaklama hizmetlerinde davranışsal niyeti etkileyen hizmet kalitesi boyutları. İşletme Bilimi Dergisi, Cilt:2 Sayı:2 S. 29-32.
  • Ha, J., & Jang, S.C. (Shawn) (2010). Effects of service quality and food quality: the moderating role of atmospherics in an ethnic restaurant segment. International Journal of Hospitality Management, 29, 520–529.
  • Han, H., & Ryu, K. (2006). Moderating role of personal characteristics in forming restaurant customers’ behavioral ıntentions: an upscale restaurant setting. Journal of Hospitality and Leisure Marketing, 15(4): 25–54.
  • Heung, V.C.S., & Gu, T. (2012). Influence of restaurant atmospherics on patron satisfaction and behavioral intentions. International Journal of Hospitality Management, 31, 1167–1177.
  • Hui, M.K., & Bateson, J.E.G. (1991). Perceived control and the effects of crowding and consumer choice on the service experience. J. Consum. Res. 18 (2), 174–184.
  • Kaur, G., & Gupta, S. (2012). Consumers’ behavioral intentions toward self-service technology in the emerging markets. Journal of Global Marketing, 25 (5): 241-261.
  • Kim, D. Y., & Park, S. (2008). Customers' responses to crowded restaurant environments: Cross-cultural differences between American and Chinese. Journal of Hospitality & Leisure Marketing,16(1-2), 137-157.Knapp, L. H., & Hall, A. J. (1997). Nonverbal communication in human communication. (4th Ed.). USA: Harcourt Brace College.
  • Lee, H., & Graefe, A. R. (2003). Crowding at an arts festival: Extending crowding models to the front country. Tourism Management, 24, 1-11.
  • Li, J.G.T., Kim, J.O., & Lee, S.Y. (2009). An empirical examination of perceived retail crowding, emotions, and retail outcomes. The Service Industries Journal, 29(5), 635-652.
  • Lin, J. S. C., & Hsieh, P. L. (2007). The influence of technology readiness on satisfaction and behavioral intentions toward self-service technologies. Computers in Human Behavior, 23(3), 1597-1615.
  • Liu, Y., & Jang, S. (2009). “The effects of dining atmospherics: an extended Mehrabian–Russell model”. International Journal of Hospitality Management, 28 (4):494–503.
  • Lyon, B. D. & Powers, T. L. (2004). The ımpact on structure and process attributes on satisfaction and behavioral ıntentions. Journal Of Services Marketing,18 (2), 114- 121.
  • Machleit, K. A., Eroglu, S. A., & Mantel, S. P. (2000). Perceived retail crowding and shopping satisfaction: What modifies this relationship? Journal Consumer Psychology, 9 (1), 29-42.
  • Machleit, K.A., & Eroglu, S.A. (2000). Describing and measuring the emotional response to the shopping experience. J. Bus. Res. 49 (2), 101–111.
  • Machleit, K.A., Kellaris, J.J., & Eroglu, S.A. (1994). Human versus spatial dimensions of crowding perceptions in retail environments: a note on their measurement and effecton shopper satisfaction. Mark. Lett. 5 (2), 183–194.
  • Mattila, A.S., & Hanks, L. (2012). Time styles and waiting in crowded service environments. Journal of Travel & Tourism Marketing, 29:4, 327-334, DOI:10.1080/10548408.2012.674870.
  • Mosavi, S. A., & Ghaedi, M. (2013). The behavioral intention in the luxury fast food restaurant. African Journal of Business Management, 7(18), 1845-1853.
  • Mowen, J. C., & Carlson, B. (2003). Exploring the antecedents and consumer behavior consequences of the trait of superstition. Psychology & Marketing, 20(12), 1045-1065.
  • Noone, B. M., & Mattila, A. S. (2009). Consumer reaction to crowding for extended service encounters. Managing Service Quality: An International Journal, 9(1), 31-41.
  • O’Guinn, T. C., Tanner, R. J., & Maeng, A. (2015). Turning to space: social density, social class, and the value of things in stores. Journal of Consumer Research, 42(2), 196-213.
  • Pons, F., Laroche, M., & Mourali, M. (2006). Consumer reactions to crowded retail settings: Cross‐cultural differences between North America and the Middle East. Psychology & Marketing, 23(7), 555-572.
  • Ryan, C., & Cessford, G. (2003). Developing a visitor satisfaction monitoring methodology: Quality gaps, crowding and some results. Current Issues in Tourism, 6(6), 457-507.
  • Ryu, K. (2005). Dinescape, emotions, and behavioral intentions in upscale restaurants. Unpublished doctoral dissertation), Kansas State University.
  • Saveriades, A. (2000). Establishing the social tourism carrying capacity for the tourist resorts of the east coast of the Republic of Cyprus. Tourism Management, 21(2), 147-156.
  • Smith, A. K., Bolton, R. N., & Wagner, J. (1999). A model of customer satisfaction with service encounters involving failure and recovery. Journal of Marketing Research, 356-372.
  • Soriano, D.R. (2002). Customers’ expectations factors in restaurants. International Journal of Quality & Reliability Management, 19 (8/9), 1055–1067.
  • Tse, A. C. B., Sin, L., & Yim, F. H. (2002). How a crowded restaurant affects consumers’attribution behavior. International Journal of Hospitality Management, 21(4), 449-454.
  • Wang, C. H., & Chen, S. C. (2012). The relationship of full-service restaurant attributes, evaluative factors, and behavioral intention. The International Journal of Organizational Innovation, 5(2) Fall 248-262.
  • Wong, A., & Sohal, A. (2003). Service quality and customer loyalty perspectives on two levels of retail relationships. Journal of services marketing, 17(5), 495-513.
  • Yücenur, G. N., Demirel N. H., Ceylan, C., & Demirel T. (2011). Hizmet değerinin müşterilerin davranışsal niyetleri üzerindeki etkisinin yapısal eşitlik modeli ile ölçülmesi. Doğuş Üniversitesi Dergisi, 12(1): 156-168.
  • Zeithaml, V., Berry, L., & Parasuraman, A. (1996). The behavioral consequences of service quality. Journal of Marketing, 60, 31-46.

The Effect of Crowd Restaurant Perception on Behavioral Intention

Yıl 2019, Cilt 3, Sayı 4, 488 - 497, 31.12.2019
https://doi.org/10.32958/gastoria.587333

Öz

The present study purpose to determine the impact the crowd perception of restaurant customers on behavioral intentions. In a descriptive type-designed study, data were collected via a questionnaire developed based on the literature.The questionnaire was implemented to the customers of a well-known and crowded restaurant which was selected with purposive sampling. It was conducted between the dates of 16-24 April 2018 by one of the researchers dressed as a waiter. The obtained data from 459 questionnaires were subjected to the descriptive statistics, exploratory and confirmatory factor analysis, and structural equation modeling. It has been determined that the perceived human crowd has a positive effect on behavioral intention while the perceived spatial crowd has a negative effect on behavioral intention. In crowded restaurants which are known for its delicious food and beverage offerings, the positive impact of human-crowd on behavioral intentions reveals that consumers care about the price/quality balance rather than the crowd. However, it is useful for restaurant managers to give importance to the spatial crowd.

Kaynakça

  • Bitner, M. J. (1992). “Servicescapes: The impact of physical surroundings on customer and employees”. Journal of Marketing, 56: 57-71. 28 (4): 494–503.
  • Buckley, R. (2009). Evaluating the net effects of ecotourism on the environment: a framework, first assessment, and future research. Journal of Sustainable Tourism,17(6), 643-672.
  • Bush, A. J., Martin, C. A., & Bush, V. D. (2004). “Sports celebrity ınfluence on the behavioral intentions of generation y”. Journal of Advertising Research, 44(1): 108-118.
  • Cronin, J. J., Brady, M. K. & Hult, G. T. M. (2000). “Assessing the effects of quality, value, and customer satisfaction on consumer behavioral ıntentions ın service environments”. Journal of Retailing, 76 (2): 193-218.
  • Eroglu, S.A., Machleit, K., & Barr, T.F. (2005). Perceived retail crowding and shopping satisfaction: The role of shopping values. J. Bus. Res. 58 (8), 1146-1153.Güven, E., & Sarıışık, M. (2014). Konaklama hizmetlerinde davranışsal niyeti etkileyen hizmet kalitesi boyutları. İşletme Bilimi Dergisi, Cilt:2 Sayı:2 S. 29-32.
  • Ha, J., & Jang, S.C. (Shawn) (2010). Effects of service quality and food quality: the moderating role of atmospherics in an ethnic restaurant segment. International Journal of Hospitality Management, 29, 520–529.
  • Han, H., & Ryu, K. (2006). Moderating role of personal characteristics in forming restaurant customers’ behavioral ıntentions: an upscale restaurant setting. Journal of Hospitality and Leisure Marketing, 15(4): 25–54.
  • Heung, V.C.S., & Gu, T. (2012). Influence of restaurant atmospherics on patron satisfaction and behavioral intentions. International Journal of Hospitality Management, 31, 1167–1177.
  • Hui, M.K., & Bateson, J.E.G. (1991). Perceived control and the effects of crowding and consumer choice on the service experience. J. Consum. Res. 18 (2), 174–184.
  • Kaur, G., & Gupta, S. (2012). Consumers’ behavioral intentions toward self-service technology in the emerging markets. Journal of Global Marketing, 25 (5): 241-261.
  • Kim, D. Y., & Park, S. (2008). Customers' responses to crowded restaurant environments: Cross-cultural differences between American and Chinese. Journal of Hospitality & Leisure Marketing,16(1-2), 137-157.Knapp, L. H., & Hall, A. J. (1997). Nonverbal communication in human communication. (4th Ed.). USA: Harcourt Brace College.
  • Lee, H., & Graefe, A. R. (2003). Crowding at an arts festival: Extending crowding models to the front country. Tourism Management, 24, 1-11.
  • Li, J.G.T., Kim, J.O., & Lee, S.Y. (2009). An empirical examination of perceived retail crowding, emotions, and retail outcomes. The Service Industries Journal, 29(5), 635-652.
  • Lin, J. S. C., & Hsieh, P. L. (2007). The influence of technology readiness on satisfaction and behavioral intentions toward self-service technologies. Computers in Human Behavior, 23(3), 1597-1615.
  • Liu, Y., & Jang, S. (2009). “The effects of dining atmospherics: an extended Mehrabian–Russell model”. International Journal of Hospitality Management, 28 (4):494–503.
  • Lyon, B. D. & Powers, T. L. (2004). The ımpact on structure and process attributes on satisfaction and behavioral ıntentions. Journal Of Services Marketing,18 (2), 114- 121.
  • Machleit, K. A., Eroglu, S. A., & Mantel, S. P. (2000). Perceived retail crowding and shopping satisfaction: What modifies this relationship? Journal Consumer Psychology, 9 (1), 29-42.
  • Machleit, K.A., & Eroglu, S.A. (2000). Describing and measuring the emotional response to the shopping experience. J. Bus. Res. 49 (2), 101–111.
  • Machleit, K.A., Kellaris, J.J., & Eroglu, S.A. (1994). Human versus spatial dimensions of crowding perceptions in retail environments: a note on their measurement and effecton shopper satisfaction. Mark. Lett. 5 (2), 183–194.
  • Mattila, A.S., & Hanks, L. (2012). Time styles and waiting in crowded service environments. Journal of Travel & Tourism Marketing, 29:4, 327-334, DOI:10.1080/10548408.2012.674870.
  • Mosavi, S. A., & Ghaedi, M. (2013). The behavioral intention in the luxury fast food restaurant. African Journal of Business Management, 7(18), 1845-1853.
  • Mowen, J. C., & Carlson, B. (2003). Exploring the antecedents and consumer behavior consequences of the trait of superstition. Psychology & Marketing, 20(12), 1045-1065.
  • Noone, B. M., & Mattila, A. S. (2009). Consumer reaction to crowding for extended service encounters. Managing Service Quality: An International Journal, 9(1), 31-41.
  • O’Guinn, T. C., Tanner, R. J., & Maeng, A. (2015). Turning to space: social density, social class, and the value of things in stores. Journal of Consumer Research, 42(2), 196-213.
  • Pons, F., Laroche, M., & Mourali, M. (2006). Consumer reactions to crowded retail settings: Cross‐cultural differences between North America and the Middle East. Psychology & Marketing, 23(7), 555-572.
  • Ryan, C., & Cessford, G. (2003). Developing a visitor satisfaction monitoring methodology: Quality gaps, crowding and some results. Current Issues in Tourism, 6(6), 457-507.
  • Ryu, K. (2005). Dinescape, emotions, and behavioral intentions in upscale restaurants. Unpublished doctoral dissertation), Kansas State University.
  • Saveriades, A. (2000). Establishing the social tourism carrying capacity for the tourist resorts of the east coast of the Republic of Cyprus. Tourism Management, 21(2), 147-156.
  • Smith, A. K., Bolton, R. N., & Wagner, J. (1999). A model of customer satisfaction with service encounters involving failure and recovery. Journal of Marketing Research, 356-372.
  • Soriano, D.R. (2002). Customers’ expectations factors in restaurants. International Journal of Quality & Reliability Management, 19 (8/9), 1055–1067.
  • Tse, A. C. B., Sin, L., & Yim, F. H. (2002). How a crowded restaurant affects consumers’attribution behavior. International Journal of Hospitality Management, 21(4), 449-454.
  • Wang, C. H., & Chen, S. C. (2012). The relationship of full-service restaurant attributes, evaluative factors, and behavioral intention. The International Journal of Organizational Innovation, 5(2) Fall 248-262.
  • Wong, A., & Sohal, A. (2003). Service quality and customer loyalty perspectives on two levels of retail relationships. Journal of services marketing, 17(5), 495-513.
  • Yücenur, G. N., Demirel N. H., Ceylan, C., & Demirel T. (2011). Hizmet değerinin müşterilerin davranışsal niyetleri üzerindeki etkisinin yapısal eşitlik modeli ile ölçülmesi. Doğuş Üniversitesi Dergisi, 12(1): 156-168.
  • Zeithaml, V., Berry, L., & Parasuraman, A. (1996). The behavioral consequences of service quality. Journal of Marketing, 60, 31-46.

Ayrıntılar

Birincil Dil Türkçe
Konular Otelcilik, Konaklama, Spor ve Turizm
Bölüm Makaleler
Yazarlar

Nurhayat İFLAZOĞLU> (Sorumlu Yazar)
MERSİN ÜNİVERSİTESİ
0000-0003-4736-789X
Türkiye


A. Celil ÇAKICI> (Sorumlu Yazar)
MERSİN ÜNİVERSİTESİ
0000-0002-9192-1969
Türkiye

Yayımlanma Tarihi 31 Aralık 2019
Yayınlandığı Sayı Yıl 2019, Cilt 3, Sayı 4

Kaynak Göster

Bibtex @konferans bildirisi { gastoria587333, journal = {Gastroia: Journal of Gastronomy And Travel Research}, issn = {2602-4144}, address = {}, publisher = {Çanakkale Onsekiz Mart Üniversitesi}, year = {2019}, volume = {3}, number = {4}, pages = {488 - 497}, doi = {10.32958/gastoria.587333}, title = {Kalabalık Restoran Algısının Davranışsal Niyetlere Etkisi}, key = {cite}, author = {İflazoğlu, Nurhayat and Çakıcı, A. Celil} }
APA İflazoğlu, N. & Çakıcı, A. C. (2019). Kalabalık Restoran Algısının Davranışsal Niyetlere Etkisi . Gastroia: Journal of Gastronomy And Travel Research , IV. ULUSLARARASI DOĞU AKDENİZ TURİZM SEMPOZYUMU ÖZEL SAYISI , 488-497 . DOI: 10.32958/gastoria.587333
MLA İflazoğlu, N. , Çakıcı, A. C. "Kalabalık Restoran Algısının Davranışsal Niyetlere Etkisi" . Gastroia: Journal of Gastronomy And Travel Research 3 (2019 ): 488-497 <https://dergipark.org.tr/tr/pub/gastoria/issue/51504/587333>
Chicago İflazoğlu, N. , Çakıcı, A. C. "Kalabalık Restoran Algısının Davranışsal Niyetlere Etkisi". Gastroia: Journal of Gastronomy And Travel Research 3 (2019 ): 488-497
RIS TY - JOUR T1 - Kalabalık Restoran Algısının Davranışsal Niyetlere Etkisi AU - Nurhayatİflazoğlu, A. CelilÇakıcı Y1 - 2019 PY - 2019 N1 - doi: 10.32958/gastoria.587333 DO - 10.32958/gastoria.587333 T2 - Gastroia: Journal of Gastronomy And Travel Research JF - Journal JO - JOR SP - 488 EP - 497 VL - 3 IS - 4 SN - 2602-4144- M3 - doi: 10.32958/gastoria.587333 UR - https://doi.org/10.32958/gastoria.587333 Y2 - 2019 ER -
EndNote %0 Gastroia: Journal of Gastronomy And Travel Research Kalabalık Restoran Algısının Davranışsal Niyetlere Etkisi %A Nurhayat İflazoğlu , A. Celil Çakıcı %T Kalabalık Restoran Algısının Davranışsal Niyetlere Etkisi %D 2019 %J Gastroia: Journal of Gastronomy And Travel Research %P 2602-4144- %V 3 %N 4 %R doi: 10.32958/gastoria.587333 %U 10.32958/gastoria.587333
ISNAD İflazoğlu, Nurhayat , Çakıcı, A. Celil . "Kalabalık Restoran Algısının Davranışsal Niyetlere Etkisi". Gastroia: Journal of Gastronomy And Travel Research 3 / 4 (Aralık 2019): 488-497 . https://doi.org/10.32958/gastoria.587333
AMA İflazoğlu N. , Çakıcı A. C. Kalabalık Restoran Algısının Davranışsal Niyetlere Etkisi. Gastroia: Journal of Gastronomy And Travel Research. 2019; 3(4): 488-497.
Vancouver İflazoğlu N. , Çakıcı A. C. Kalabalık Restoran Algısının Davranışsal Niyetlere Etkisi. Gastroia: Journal of Gastronomy And Travel Research. 2019; 3(4): 488-497.
IEEE N. İflazoğlu ve A. C. Çakıcı , "Kalabalık Restoran Algısının Davranışsal Niyetlere Etkisi", Gastroia: Journal of Gastronomy And Travel Research, c. 3, sayı. 4, ss. 488-497, Ara. 2019, doi:10.32958/gastoria.587333