Restoranlarda Müşteri Kişilik Özellikleri, Algılanan Hizmet Kalitesi ve Müşteri Vatandaşlık Davranışı İlişkisi

Öz

Araştırmanın amacı restoran işletmelerinde müşterilerin, kişilik özellikleri ile algılanan hizmet kalitesinin müşteri vatandaşlık davranışı üzerindeki etkisini incelemektir. Bu kapsamda Mersin ilinde bulunan fine dining restoranlarda yemek yiyen müşteriler araştırmanın örneklemi olarak seçilmiş ve 325 müşteriden yüzyüze anket tekniği kullanılarak araştırma verisi toplanmıştır. Verilere uygulanan analizler sonucunda araştırmaya katılan restoran müşterilerinin demografik özelliklerinden yalnızca cinsiyet, medeni durum ve eğitim düzeyinin müşteri vatandaşlık davranışı üzerinde anlamlı bir etkisi olduğu görülmüştür. Kişilik özelliklerinden dışadönüklük ve uyumluluğun yardımseverlik davranışı üzerinde pozitif yönde anlamlı bir etkisi olduğu, deneyime açıklığın tolere etme davranışı üzerinde negatif yönde anlamlı bir etkisi olduğu, dışa dönüklüğün ise tavsiye etme ve geri bildirimde bulunma davranışları üzerinde pozitif yönde anlamlı bir etkisi olduğu tespit edilmiştir. Algılanan hizmet kalitesinden yalnızca güvenirliliğin, yardımseverlik ve tavsiye etme davranışları üzerinde pozitif yönde anlamlı bir etkiye sahip olduğu sonucuna ulaşılmıştır. Ayrıca araştırma kapsamında restoran müşterilerinin genel olarak müşteri vatandaşlık davranışını sergileme düzeylerinin yüksek olduğu tespit edilmiştir.

Anahtar Kelimeler

• Kişilik Özellikleri
• Algılanan Hizmet Kalitesi
• Müşteri Vatandaşlık Davranışı

The Relationship Between Customer Personality Traits, Perceived Service Quality and Customer Citizenship Behaviour in Restaurants

Öz

The objective of the study is to examine the effect of customers’ personality traits and perceived service quality on customer citizenship behaviour. In this context, customers who eat at fine dining restaurants in Mersin were selected as the sample of the research, and the research data were collected from 325 customers via face-to-face survey technique. As a result of the analysis applied to the data, it was noted that among the demographic features of the customers who participated in the research, only gender, marital status and education level of the restaurant customers had a meaningful effect on customer citizenship behaviour. As for personality traits, it was determined that agreeableness and extraversion have a meaningful, positive effect on beneficence, that openness to experience has a meaningful, negative effect on tolerating behaviours and that extraversion has a meaningful, positive effect on advising and giving feedback behaviours. Regarding service quality, it was concluded that only reliability has a meaningful, positive effect on helpfulness and advising behaviours. Within the framework of the research, it was also found that the level of the restaurant customers’ performing customer citizenship behaviour is high in general.

Anahtar Kelimeler

• Personality Traits
• The Perceptions on Service Quality
• Customer Citizenship Behavior

Kaynakça

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