Z Kuşağı Bireylerin Restoran Atmosferi Algısının Müşteri Memnuniyeti ve Tekrar Ziyaret Etme Niyeti Üzerindeki Etkisi

Öz

Bu çalışmanın amacı, Z Kuşağı bireylerinin restoran atmosferine yönelik algılarının, müşteri memnuniyeti ve tekrar ziyaret etme niyeti üzerindeki etkilerini incelemektir. Araştırmada, nicel araştırma yaklaşımı benimsenmiş olup, çalışma alanı olarak Amasra’daki balık restoranları seçilmiştir. Veriler, anket yöntemiyle toplanmıştır. Değişkenler arasındaki etkileşimleri incelemek için yapısal eşitlik modellemesi kullanılmıştır. Araştırmanın bulguları, restoran atmosferi unsurlarından ambiyans, aydınlatma ve genel planın müşteri memnuniyeti üzerinde anlamlı etkiler yarattığını ortaya koymaktadır. Ayrıca, müşteri memnuniyetinin, Z Kuşağı bireylerinin restoranı tekrar ziyaret etme niyetlerini pozitif yönde etkilediği bulunmuştur. Araştırma bulguları, Z Kuşağı müşterilerin memnuniyetinin artırılmasında ambiyans, aydınlatma ve genel plan gibi atmosfer unsurlarının dikkate alınmasının restoran işletmeleri açısından önemli olduğunu göstermektedir.

Anahtar Kelimeler

• Z Kuşağı
• Restoran Atmosferi
• Müşteri Memnuniyeti
• Tekrar Ziyaret Etme Niyeti

The Impact of Generation Z Individuals' Perception of Restaurant Atmosphere on Customer Satisfaction and Revisit Intention

Öz

The purpose of this study is to examine the effect of Generation Z individuals' perceptions of restaurant atmosphere on customer satisfaction and intention to revisit. The study employed a quantitative research approach and selected fish restaurants in Amasra as the field of study. Data were collected using a survey method. Structural equation modeling was used to test the relationships between variables. The findings indicate that the restaurant atmosphere dimensions of ambiance, lighting, and overall layout have a significant impact on customer satisfaction. It has also been determined that customer satisfaction positively influences the intention to revisit. The research findings indicate that considering atmospheric elements such as ambiance, lighting, and overall design is crucial for restaurant businesses in improving customer satisfaction among Generation Z customers.

Anahtar Kelimeler

• Generation Z
• Restaurant Atmosphere
• Customer Satisfaction
• Revisit Intention

Kaynakça

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