BİR KAHVE MARKASININ ŞUBELERİNDEKİ ALGILANAN HİZMET KALİTESİ, ALGILANAN DEĞER VE MÜŞTERİ MEMNUNİYETİNİN DAVRANIŞSAL NİYETE ETKİSİ

Öz

Sosyalleşmenin bir şekli olarak kafe ve restoranlarda hizmet satın almak tüketicilerin sık yaptığı eylemlerden biridir. Kahve tüketimi de daha çok kafelerde hizmet satın almayla gerçekleşen bir tüketim eylemidir. Dolayısıyla tüketicilerin hizmet satın aldıkları bu işletmeleri tercih ederken dikkate aldığı ve satın alma kararlarını etkileyen bazı faktörlerin olduğu bilinmektedir. Bu bağlamda bu çalışmanın amacı, bir kahve markasının şubelerinde verdiği hizmetlerin; tüketicilerin algıladıkları hizmet kalitesi, algıladıkları değer düzeyi ve memnuniyet düzeylerinin onların davranışsal niyetleri üzerindeki etkisini araştırmaktır. Bu amaçla veriler çevrimiçi anket tekniğiyle toplanmıştır. Toplanan verilere SPSS ile Frekans analizi, SmartPls ile de Faktör Analizi ve Yol Analizi uygulanmıştır. İlk olarak Faktör Analizi ile çalışmada kullanılan ölçeğin birleşme, uyum, ayrışma geçerliliği ve güvenirlik şartlarını sağladığı tespit edilmiştir. Daha sonra Yol Analizi ile model test edilmiştir. Analiz sonucunda hizmet kalitesi unsurlarından bazılarının sembolik ve işlevsel değer üzerinde anlamlı ve olumlu etkilere sahip olduğu, algılanan hizmet kalitesi ve algılanan değerin müşteri memnuniyetini olumlu ve anlamlı bir şekilde etkilediği ve son olarak da tüm değişkenlerin davranışsal niyet üzerinde olumlu ve anlamlı bir etkiye sahip olduğu bulunmuştur.

Anahtar Kelimeler

• Kahve
• Algılanan Değer
• Sembolik Değer
• Memnuniyet
• Davranışsal Niyet

THE EFFECT OF PERCEIVED SERVICE QUALITY, PERCEIVED VALUE AND CUSTOMER SATISFACTION ON BEHAVIORAL INTENTION IN BRANCHES OF A COFFEE BRAND

Öz

Purchasing services in cafes and restaurants, as a form of socialization, is a common activity among consumers. Coffee consumption is also a form of consumption that largely occurs through the purchase of services in cafes. Therefore, it is known that consumers consider certain factors when choosing these establishments from which they purchase services, and these factors influence their purchasing decisions. In this context, the aim of this study is to investigate the effect of the services provided in the branches of a coffee brand on consumers' perceived service quality, perceived value, and satisfaction, and their behavioral intentions. For this purpose, data were collected through an online survey. Frequency analysis was applied to the collected data using SPSS, while factor analysis and path analysis were applied using SmartPls. First, factor analysis determined that the scale used in the study met the conditions of convergent, discriminant validity, and reliability. After the measurement model was validated, the structural modal was tested with path analysis. As a result of the analysis, the results showed that some of the service quality elements had significant and positive effects on symbolic and functional value, furthermore perceived service quality and perceived value positively and significantly affected customer satisfaction. Finally, it was found that all variables had a positive and significant effect on behavioral intention.

Anahtar Kelimeler

• Coffee
• Perceived Value
• Symbloic Value
• Satisfaction
• Behavioral intention

Kaynakça

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