TÜKETİCİLERİN KAFE VE LOKANTA TERCİHLERİNİN BELİRLENMESİNE YÖNELİK BİR UYGULAMA

Öz

Bu çalışmanın amacı, tüketicilerin kafe ve lokanta tercihlerini etkileyen faktörleri belirlemektir. Çalışmada, Trabzon’un Ortahisar ilçesindeki kafe ve lokantalara gelen tüketicilere anket uygulanması planlanmıştır. Fakat bu mekânların bir kısmı anket uygulamasına izin vermediği ve bir kısmı da Covid-19 salgını nedeniyle kapalı olduğu için araştırma, 5 kafe ve 4 lokanta olmak üzere toplam 9 mekân ile sınırlandırılmıştır. Bu bağlamda, Trabzon ilinde yer alan 9 kafe ve lokantanın 411 müşterisine yüzyüze ve çevrimiçi ortamda anket uygulanarak veriler toplanmıştır. İstatistiksel yöntem olarak tanımlayıcı analiz, açıklayıcı faktör analizi ve çoklu doğrusal regresyon analizi kullanılmıştır. Çalışmada servis, yemek kalitesi ve temizlik, imaj, konum ve uygunluk faktörlerinin tüketicilerin kafe ve lokanta tercihleri üzerinde önemli ölçüde etkili olduğu sonucuna varılmıştır. Atmosfer, ambiyans, fiyat ve menü çeşitliliği faktörlerinin ise tüketicilerin kafe ve lokanta tercihleri üzerinde etkili olmadığı tespit edilmiştir. Bu çalışmanın, kafe ve lokanta sahipleri veya yöneticileri için yararlı olacağı ve bu konuyla ilgili çalışma yapmak isteyen araştırmacılara da yol göstereceği düşünülmektedir.

Anahtar Kelimeler

• Tüketici tercihi
• Kafe ve lokanta
• Regresyon analizi

AN APPLICATION TO DETERMINE THE CONSUMERS’ CAFE AND RESTAURANT PREFERENCES

Öz

The aim of this study is to determine the factors affecting the cafe and restaurant preferences of consumers. In the study, it was planned to apply a questionnaire to the consumers who come to the cafes and restaurants in Ortahisar district of Trabzon. However, since some of these venues do not allow surveys and some are closed due to the Covid-19 outbreak, the research was limited to 9 venues: including 5 cafés and 4 restaurants. In this context, data were collected by applying face-to-face and online questionnaires to 411 customers of 9 cafes and restaurants in Trabzon. Descriptive analysis, explanatory factor analysis and multiple linear regression analysis were used as statistical methods. In the study, it was concluded that the factors of service, food quality and cleanliness, image, location and convenience have a significant effect on the consumers’cafe and restaurant preferences. Atmosphere, ambiance, price and menu variety were not effective on the consumers’ cafe and restaurant preferences. This study will be useful for café and restaurant owners or managers and guide researchers who want to work on this subject.

Anahtar Kelimeler

• Consumer preference
• Cafe and restaurant
• Regression analysis

Kaynakça

1. Akşit Aşık, N. (2019). Çocuklu ailelerin restoran seçimlerini etkileyen faktörler: İzmir’de bir araştırma. Güncel Turizm Araştırmaları Dergisi, 3(1), 150-168.
2. Aksoydan, E. (2006). Hygiene factors influencing customers’ choice of dining-out units: Findings from a study of university academic staff. Journal of Food Safety, 27, 300-316.
3. Albayrak, A. (2014). Müşterilerin restoran seçimlerini etkileyen faktörler: İstanbul örneği, Anatolia: Turizm Araştırma Dergisi. 25(2), 190-201.
4. Almohaimmeed, B. M. A. (2017). Restaurant quality and customer satisfaction. International Review of Management and Marketing, 7(3), 42-49.
5. Alonso, A. D., O'neill, M., Liu, Y. & O’shea, M. (2013). Factor driving consumer restaurant choice: An exploratory study from the Southeastern United States. Journal of Hospitality Marketing& Management, 22(5), 547-567.
6. Auty, S. (1992). Customer choice and segmentation in the restaurant industry. The Service Industries Journal, 12(3), 324-339.
7. Azevedo, L. das G. M. R. P. P., Moura, L. R. C. & Souki, G. Q. (2017). Choosing a restaurant: Important attributes and related features of a consumer’s decision-making process. Revista Turismo em Análise-RTA, 28(2), 224-244.
8. Baber, N. & Scarcelli, J. M. (2009). Clean restrooms: How important are they to restaurant consumers? Journal of Foodservice, 20, 309-320.

9. Baber, N. & Scarcelli, J. M. (2010). Enhancing the assessment of tangible service quality through the creation of a cleanliness measurement scale. Managing Service Quality, 20(1), 70-88.
10. Baber, N., Goodman, R. J. & Goh, B. K. (2011). Restaurant consumers repeat patronage: A service quality concern. International Journal of Hospitability Management, 30(2), 329-336.
11. Badem, E. & Öztel, A. (2018). Restoran seçiminde tüketiciyi etkileyen faktörlerin DEMATEL yöntemiyle değerlendirilmesi: Bir uygulama. Yönetim, Ekonomi, Edebiyat, İslami ve Politik Bilimler Dergisi, 3(1), 70-89.
12. Bae, S. Slevitch, L. & Tomas, S. (2018). The effects of restaurant attributes on satisfaction and return patronage intentions: evidence from solo diners’ experiences in The United States. Cogent Business&Management, 5, 1-16.
13. Baiomy, A. E., Jones E. & Goode, M. M. H. (2019). The influence of menu design, menu item descriptions and menu variety on customer satisfaction. A case study of Egypt. Tourism and Hospitality Research, 19(2), 213-224.
14. Baker, J. (1986). The role of the environment in marketing service: The consumer perspective. J. A. Cepeil, et al. (Eds.), The services challenge: integrating for competitive advantage, AMA, Chicago, 79-84.
15. Barr, J. (1990). The effect of the serving staff on restaurant selection and customer loyalty (Master Theses). Colorado State University.
16. Benton, D. (2015). Portion size: What we know and what we need to know. Critical Reviews in Food Science and Nutrition, 55(7), 988-1004.
17. Bernstein, D., Ottenfeld, M. & Witte, C. L. (2008). A study of consumer attitudes regarding variability of menu offerings in the context of an upscale seafood restaurant. Journal of Foodservice Business Research, 11(4), 398-411.
18. Bhandari, A. (2020). What is multicollinearity? Here’s everything you need to know. Erişim Tarihi: 14.12.2020, https://www.analyticsvidhya.com/blog/2020/03/what-is-multicollinearity/.
19. Bitner, M. J. (1992). SERVICESCAPES: The impact of physical surrounding on customers and employees. Journal of Maketing, 56(2), 57-71.
20. Bloemer, J. & Ruyter, K. (1997). On the relationship between store image, store satisfation and store loyalty. European Journal of Marketing, 32(5/6), 499-513.
21. Cevizkaya, G. (2015). Tüketicilerin etnik restoran işletmelerini tercih nedenleri: İstanbul’da bir araştırma (Yayınlanmamış Yüksek Lisans Tezi). Balıkesir Üniversitesi-Sosyal Bilimler Enstitüsü.
22. Chang, K.-C. (2012). How reputation creates loyalty in the restaurant sector. International Journal of Contemporary Hospitality Management, 25(4), 536-557.
23. Chen, L.-F. & Tsai, C.-T. (2016). Data mining framework based on rough set theory to improve location selection decisions: A case study of a restaurant chain. Tourism Management, 53, 197-206.
24. Chiguvi, D. (2015). Impact of ambiance conditions on customer satisfaction in restaurant industry: Case study of Debonairs pizza outlet in Botswana. International Journal of Science and Research, 6(2), 1825-1833.
25. Clark, M. A. & Wood, R. C. (1999). Consumer loyalty in the restaurant industry. British Food Journal, 101(4), 317-326.
26. Clemes, M. D., Gan, C. & Sriwongrat, C. (2013). Consumers’ choice factors of an upscale ethnic restaurant. Journal of Food Products Marketing, 19(5), 413-438.
27. Coşkun, R., Altunışık, R. & Yıldırım, E. (2017). Sosyal bilimlerde araştırma yöntemleri SPSS uygulamalı. 9. Baskı, Sakarya: Sakarya Yayıncılık.
28. Cullen, F. (2005). Factor influencing restaurant selection in Dublin. Journal of Foodservice Business Research, 7(2), 53-85.
29. Çuhadar, M., Özkan, A. & Çaylikoca, A. (2017). Yiyecek içecek işletmelerine yönelik çevrimiçi müşteri değerlendirmelerinin incelenmesi: Isparta ili örneği. Süleyman Demirel Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 4(29), 33-48.
30. Durna, U., Dedeoglu B. B. & Balikçioglu, S. (2015). The role of servicescape and image perceptions of customers on behavioral intentions in the hotel industry. International Journal of Contemporary Hospitality Management, 27(7), 1728-1748.
31. Edwards, J. S. A. & Gustafsson, I.-B. (2008). The room and atmosphere as aspects of the meal: A review. Journal of Foodservice, 19(1), 22-34.
32. Elder, J., Sallis, C. F., Zive, M. M., McKenzie, T. L., Nader, P. R. & Berry, C. C. (1999). Factors affecting selection of restaurants by Anglo-and Mexican-American families. Research and Professional Briefs, 99(7), 856-858.
33. Eliwa, R. A. (2006). A study of loyalty and the image of the fine dining restaurant (Master Theses). Oklahoma State University.
34. Ertürk, M. (2018). Müşterilerin yiyecek içecek işletmeleri tercihlerinde etkili olan kriterler. Türk Turizm Araştırmaları Dergisi, 2(1), 85-107.
35. Fu, Y.-Y. & Parks, S. C. (2001). The relationship between restaurant service quality and consumer loyalty among the elderly. Journal of Hospitality and Tourism Research, 25(3), 320-326.
36. Glen, S. (2018). What is a tolerans level? Erişim Tarihi: 14.12.2020, https://www.statisticshowto.com/tolerance-level-statistics/.
37. Gregory, S. & Kim, J. (2004). Restaurant choice. Journal of Foodservice Business Research, 7(1), 81-95.
38. Güven, Ö. Z. (2018). Paket tur kapsamında sunulan hizmetlerin kalitesinin davranışsal niyet üzerine etkileri: Yurt dışı paket tur satın alan yerli turistler üzerinde bir araştırma. MANAS Sosyal Araştırmalar Dergisi, 7(2), 657-674.
39. Ha, J., Park K. & Park, J. (2016). Which restaurant should I choose? Herd behavior in the restaurant industry. Journal of Foodservice Business Research, 19(4), 396-412.
40. Hair, J. F. Jr., Black, W. C., Babin, B. J. & Anderson, R. E. (2010), Multivariate data analysis. 7th Edition, New York: Pearson Education.
41. Han, H. & Kim, W. (2009). Outcomes of relational benefits: Restaurant customers' perspective. Journal of Travel&Tourism Marketing, 26(8), 820-835.
42. Han, H. & Hyun, S. S. (2017). Impact of hotel-restaurant image and quality of physical-environment, service and food on satisfaction and intention. International Journal of Hospitality Management, 63, 82-92.
43. Harrington, R. J., Ottenbacher M. C. & Way, K. A. (2013). QSR choice: Key restaurant attributes and the roles of gender, age and dining frequency. Journal of Quality Assurance in Hospitality&Tourism, 14(1), 81-100.
44. Heung, V. C. S. (2002). American theme restaurants: A study of consumer’s perceptions of the important attributes in restaurant selection. Asia Pacific Journal of Tourism Research, 7(1), 19-28.
45. Jang, Y., Ro, H. & Kim, T.-H. (2015). Social servicescape: The impact of social factors on restaurant image and behavioral intentions. International Journal of Hospitality&Tourism Administration, 16(3), 290-309.
46. June, L. P. & Smith, S. L. J. (1987), Service attributes and situational effects on customer preferences for restaurant dining. Journal of Travel Research, 26(20), 20-27.
47. Karamustafa, K., Ülker, M. & Akçay, S. (2021). Covid-19 salgınına bağlı olarak yiyecek ve içecek hizmet süreçlerindeki değişimler üzerine nitel bir araştırma. Tüketici ve Tüketim Araştırmaları Dergisi, 13(1), 33-6.
48. Kenton, W. (2019). Durbin Watson statistic definition. Erişim Tarihi: 14.12.2020, https://www.investopedia.com/terms/d/durbin-watson-statistic.asp.
49. Kim, H. & Bachman, J. R. (2019). Examining customer perceptions of restaurant restroom cleanliness and their impact on satisfaction and intent to return. Journal of Foodservice Business Research, 22(2), 191-208.
50. Kim, S. & Chung, J.-E. (2011). Restaurant selection criteria: Understanding the roles of restaurant type and customers’ sociodemographic characteristics. ScholarWorks@UMass Amherst, 1-5.
51. Kivela, J. J. (1997). Restaurant marketing: Selection and segmentation in Hong Kong. International of Comtemporary Hospitality Management, 9(3), 116-123.
52. Knight, A. J., Worosz, M. R. & Todd, E. C. D. (2009). Dining for safety: Consumer perceptions of food safety and eating out. Journal of Hospitality&Tourism Research, 33(4), 471-486.
53. Kwun, D. J.-W., Elleyn, E. & Choi, Y. (2013). Campus foodservice attributes and their effects on customer satisfaction, image and word-of-mouth. Journal of Foodservice Business Research, 16(3), 276-297.
54. Kwun, J.-W. & Oh, H. (2004). Effects of brand, price and risk on customers' value perceptions and behavioral intentions in the restaurant industry. Journal of Hospitality& Leisure Marketing, 11(1), 31-49.
55. Longart, P. (2015). Consumer decision making in restaurant selection (Doctoral Theses). Volume I, Convetry University.
56. Ma, E., Qo, H. & Njite, D. (2011). U.S. customer perceptions toward Chinese restaurant service quality: An importance and performance approach. Journal of Foodservice Business Research, 14(3), 290-308.
57. Monteiro, P. A. (2000). Factors that influence the decision of patrons to dine at selected Indian restaurants in the twin cities (Master Theses). University of Winconsin-Stout.
58. Namkung, Y. & Jang, S. C. (2007). Does food quality really matter in restaurants? Its impact on customer satisfaction and behavioral intentions. Journal of Hospitality&Tourism Research, 31(3), 387-410.
59. Oh, H. C. (1995). An empirical study of the relationship between restaurant image and customer loyalty (Doctoral Theses). Virginia Polytechnic Instute and State University.
60. Özdemir, B. (2010). Dışarıda yemek yeme olgusu: Kuramsal bir model önerisi. Anatolia: Turizm Araştırmaları Dergisi, 21(2), 218-232.
61. Parasuraman, A., Zeithaml V. A. & Berry L. L. (1988). SERVQUAL: A multiple-item scale for measuring consumer perception of service quality. Journal of Retailing, 64(1), 12-40.
62. Parsa, H. G., Self J., Sydnor-Busso, S. & Yoon, H. J. (2011). Why restaurants fail? Part II-The impact of affiliation, location and size on restaurant failures: Results from a survival analysis. Journal of Foodservice Business Research, 14(4), 360-379.
63. Pecotić, M., Bazdan, V. & Samardžija, J. (2014). Interior design in restaurants as a factor influencing customer satisfaction. RIThink, 4, 10-14.
64. Ponnam, A. & Balaji, M. S. (2014). Matching visitation-motives and restaurant attributes in casual dinning restaurants. International Journal of Hospitality Management, 37, 47-57.
65. Qin, H. G. & Prybutok, V. R. (2008). Determinants of customer-perceived service quality in fast-food restaurants and their relationship to customer satisfaction and behavioral intentions. Quality Management Journal, 15(2), 35-50.
66. Qu, H. (1997). Determinant factors and choice intention for chinese restaurant dining. Journal of Restaurant & Foodservice Marketing, 2(2), 35-49.
67. Raajpoot, N. A. (2002). TANGSERV, Journal of Foodservice Business Research, 5(2), 109-127.
68. Raji, M. N. A. & Zainal, A. (2016). The effect of customer perceived value on customer satisfaction: A case study of Malay upscale restaurants. GEOGRAFIA OnlineTM Malaysian Journal of Society and Space, 12(3), 58-68.
69. Rhee, H. T., Yang S.-B. & Kim, K. (2016). Exploring the comparative salience of restaurant attributes: A conjoint analysis approach. International Journal of Information Management, 36(6), 1360-1370.
70. Ryu, K. & Jang, S. C. (2008). DINESCAPE: A scale for consumers’ perception of dining environments. Journal of Foodservice Business Research, 11(1), 2-22.
71. Ryu, K., Lee, H.-R. & Kim, W. G. (2012). The influence of the quality of the physical environment, food and service on restaurant image, customer perceived value, customer satisfaction and behavioral intentions. International Journal of Contemporary Hospitality Management, 24(2), 200-223.
72. Safi, İ., Atnur, G. & Küçkyıldız, D. (2020), Dışarıda yeme kültürü ve lokantalar: Rize örneği. Mukaddime, 11(1), 124-153.
73. Samah, I. H. A., Abd Raşit, I. M., Abd Rani M. J., Abdul Rahman, N. I., Ali, M A. & Abdullah, M. F. S. (2015). The roles of price perception and physical environment in determining customer loyalty: Evidence from fast food restaurant of Malaysia. International Journal of Development Research, 5(5), 4366-4370.
74. Smith, S. L. J. (1983). Restaurant and dining out geography of a tourism business. Annals of Tourism Research, 10, 515-549.
75. Sparks, B., Bowen, J. & Klag, S. (2003). Restaurant and the tourist market. International of Comtemporary Hospitality Management, 15(1), 6-13.
76. Sriwongrat, C. (2008). Consumers’ choice factors of an upscale ethnic restaurant (Master Theses). Lincoln University.
77. Stevens, P. & Knutson, B. (1995). DINESERV: A tool for measuring service quality in restaurants. Cornell Hotel and Restaurant Administration Quarterly, 36(2), 56-60.
78. Sulek, J. M. & Hensley, R. L. (2004). The relative importance of food, atmosphere, and fairness of wait: The case of a full-service restaurant. Cornell Hotel and Restaurant Administration Quarterly, 45(3), 235-247.
79. Tayyar, N. & Bektaş, Ç. (2009). Algılanan değer ve müşteri̇ memnuni̇yeti̇ni̇n tekrar satın alma eği̇li̇mi̇ üzeri̇ndeki̇ etki̇leri̇. Anadolu İşletmecilik Kongresi, 8, 294-299.
80. Tinne, W. S. (2012). Factors affecting selection of restaurants in Dhaka city. ASA University Review, 6(1), 127-138.
81. Tse, C.-B., Sin, L. & Yim, F. H. K. vd. (2002). How a crowded restaurant affects consumers’ attribution behavior. International Journal of Hospitality Management, 21(4), 449-454.
82. Ungku Zainal Abidin, U. F., Boo, H. C., Sambasivan, M. & Salleh, R. (2011). Foodservice hygiene factors-the consumer perspective. International Journal of Hospitality Management, 30(1), 38-45.
83. Upadhyay, Y., Singh, S. H. & Thomas, G. (2007). Do people differ in their preferences regarding restaurants?-An exploratory study. Vision-The Journal of Business Perspective, 11(2), 7-22.
84. Trabzon nüfusu (t.y). Erişim Tarihi: 10.10.2020, https://www.nufusu.com/il/trabzon-nufusu.
85. Varki, S. & Colgate, M. (2001). The role of price perceptions in an integrated model of behavioral intentions. Journal of Service Research, 3(3), 232-240.
86. Wilson, S. (2003). The effect of music on perceived atmosphere and purchase intention in a restaurant. Psychology of Music, 31(1), 93-112.
87. Worsfold, D. (2006). Eating out: Consumer perceptions of food safety. International Journal of Environmental Health Research, 16(3), 219-229.
88. Yong, C. K., Siang D. O. C., Lok, T. W. & Kuan W. Y. (2013). Factors influencing dining experience on customer satisfaction and revisit intention among undergraduates towards fast food restaurants (A Research Project). Universiti Tunku Abdul Rahman.
89. Yoo, S. A. (2012). Customer perceptions of restaurant cleanliness: A cross cultural study (Master Theses). Virginia Polytechnic Institute and State University.
90. Yüksel, A. & Yüksel, F. (2002). Measurement of tourist satisfaction with restaurant service: A segment-based approach. Journal of Vacation Marketing, 9(1), 52-68.