Kalabalık Restoran Algısının Davranışsal Niyetlere Etkisi

Yıl 2019, Cilt 3, Sayı 4, 488 - 497, 31.12.2019

Nurhayat İFLAZOĞLU A. Celil ÇAKICI

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.

Anahtar Kelimeler

İnsani kalabalık, mekansal kalabalık

The Effect of Crowd Restaurant Perception on Behavioral Intention

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.

Anahtar Kelimeler

Human crowd, spatial crowd

Kaynakça

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