From the Perspective of Gastronomy Tourism the Impact of Price, Quality, and Customer Satisfaction on Happiness and Loyalty in Fast Food Restaurants in Turkey

Öz

The aim of this study is to examine the effects of price, quality, and customer satisfaction on happiness and customer loyalty within the context of gastronomy tourism. In line with this objective, the study also seeks to identify the mediating role of happiness in the relationship between customer satisfaction and loyalty. The research covers customers who prefer fast-food restaurants in Turkey. Data were collected through 279 responses obtained via Google Forms between January 20 and June 6, 2023, and were analyzed using SPSS and AMOS 26.0 statistical software. The findings indicate that perceived price has a positive and statistically significant effect on both food quality and service quality, while no statistically significant effect was found on the quality of the physical environment. Furthermore, service quality, food quality, and physical environment quality were found to have positive and statistically significant effects on customer satisfaction. Customer satisfaction was also determined to have a statistically significant effect on both happiness and customer loyalty. In addition, happiness was observed to have a positive and statistically significant effect on customer loyalty. The results further reveal that happiness mediates the relationship between customer satisfaction and customer loyalty. Considering these findings, the most significant original contribution of this study lies in testing the mediating role of happiness between customer satisfaction and customer loyalty, while analyzing it in conjunction with price, quality, and service dimensions in the fast-food sector.

Anahtar Kelimeler

• Gastronomy Tourism
• Fast Food
• Happiness
• Customer Loyalty
• Quality

Gastronomi Turizmi Açısından Türkiye'deki Fast Food Restoranlarında Fiyat, Kalite ve Müşteri Tatmininin Mutluluk ve Sadakat Üzerindeki Etkisi

Öz

Bu çalışmanın amacı, gastronomi turizmi bağlamında fiyat, kalite ve müşteri tatmininin mutluluk ve müşteri sadakatine olan etkisini incelemektir. Araştırmanın amacı doğrultusunda ayrıca müşteri sadakati ve tatmini arasında mutluluğun aracılık rolünün etkisi de tespit edilmeye çalışılmıştır. Çalışma, Türkiye'deki fast-food restoranlarını tercih eden müşterileri kapsamaktadır. Araştırma 20 Ocak - 6 Haziran 2023 tarihleri arasında Google Form uygulaması kullanılarak toplam 279 yanıt üzerinden gerçekleştirilmiş ve veri analizi için SPSS ve AMOS 26.0 istatistik yazılımları kullanılmıştır. Bulgulara göre, algılanan fiyatın hem yiyecek kalitesi üzerinde hem de hizmet kalitesi pozitif ve istatistiksel olarak anlamlı bir etkisinin olduğu tespit edilmiştir. Ancak algılanan fiyatın fiziksel çevre kalitesi üzerinde istatistiksel olarak anlamlı bir etkisi bulunamamıştır. Hizmet kalitesi, yiyecek kalitesi ve fiziksel çevre kalitesinin müşteri tatmini üzerinde olumlu ve istatistiksel olarak anlamlı bir etkisinin olduğuna dair sonuçlara ulaşılmıştır. Müşteri tatmininin mutluluk ve müşteri sadakati üzerinde istatistiksel olarak anlamlı bir etkisinin olduğu belirlenmiştir. Bununla birlikte müşteri sadakati üzerinde mutluluğun olumlu ve istatistiksel olarak anlamlı bir etkisinin olduğu gözlemlenmiştir. Mutluluğun müşteri tatmini ile müşteri sadakati arasında aracılık etkisi olduğu bulunmuştur. Sonuçlar göz önüne alındığında, çalışmanın en önemli özgün katkısı mutluluğun müşteri tatmini ve müşteri sadakati arasındaki aracılık rolünü test etmesi ve bunu fast-food sektöründe fiyat, kalite ve hizmet boyutlarıyla birlikte ele alarak analiz etmesidir.

Anahtar Kelimeler

• Gastronomi Turizmi
• Fast Food
• Mutluluk
• Müşteri Sadakati
• Kalite

Kaynakça

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