Restaurant Atmosphere and Behavioral Intention

Öz

The concept of atmosphere, which refers to the design of the purchasing environment, aims to create certain emotions that increase the consumer's purchase intention. The atmosphere of any business in question can be effective in consumers' restaurant preferences. In order to gain an advantage in a competitive environment, businesses can provide customer satisfaction by conducting studies on the atmosphere. Therefore, controlling consumer behavior has become extremely important. At this point, the concept of behavioral intention formation, which is the output of consumers' purchasing process, emerges. Behavioral intention can be estimated by consumer behavior, consumers' attitudes towards behavior, subjective norms regarding behavior, and perceived control over performing the behavior. Examining the effect of restaurant atmosphere on behavioral intention after purchase is one of the factors of strategic importance for businesses. In this context, the purpose of the research is to reveal the effect of restaurant atmosphere on behavioral intention after purchasing the service. The survey form, which was created as a result of the literature review, was used as the data collection tool in the research. The research population consists of customers of Tourism Operation Certificated Restaurants operating in Ankara. Descriptive statistics CFA (Confirmatory Factor Analysis) and SEM (Structural Equation Model) analyses were used in the evaluation of data and hypotheses. According to the findings obtained as a result of the analysis, all hypotheses created for the restaurant atmosphere dimensions (facility aesthetics, ambiance, lighting, layout and employees/personnel) were supported according to the research results. When the effect coefficients of the sub-dimensions of the restaurant atmosphere scale are examined, it is seen that the highest effect is in the "layout" dimension and the lowest effect is in the "facility aesthetics" dimension. It was determined that the restaurant atmosphere has a significant and positive effect on behavioral intention.

Anahtar Kelimeler

• atmosphere
• restaurant atmosphere
• behavioral intention

Restaurant Atmosphere and Behavioral Intention

Öz

Satın alma ortamının tasarımını ifade eden atmosfer kavramı, tüketicide satın alma niyetini artıran belirli duyguları oluşturmayı amaçlamaktadır. Söz konusu herhangi bir işletmenin atmosferi, tüketicilerin restoran tercihlerinde etkili hâle gelebilmektedir. Rekabet ortamında üstünlük elde etmek için işletmeler atmosferle ilgili çalışmalar yaparak müşteri memnuniyetini sağlayabilmektedir. Dolayısıyla tüketici davranışlarını kontrol etmek son derece önemli hâle gelmiştir. Tam bu noktada tüketicilerin satın alma süreci çıktısı olan davranışsal niyet oluşumu kavramı ortaya çıkmaktadır. Davranışsal niyet; tüketici davranışı, tüketicilerin davranışa yönelik tutumları, davranışa ilişkin öznel normlar ve davranışı gerçekleştirme üzerindeki algılanan kontrol tarafından tahmin edilebilir. Restoran atmosferinin satın alma sonrasında davranışsal niyet üzerindeki etkisini incelemek, işletmeler açısından stratejik önem arz eden faktörlerden biridir. Bu kapsamda araştırmanın amacı, restoran atmosferinin hizmeti satın alma sonrasında davranışsal niyet üzerindeki etkisini ortaya koymaktır. Araştırmada veri toplama aracı olarak alanyazın taraması sonucunda oluşturulan anket formu kullanılmıştır. Araştırma evrenini ise Ankara ilinde faaliyet gösteren Turizm İşletme Belgeli Restoranların müşterileri oluşturmaktadır. Verilerin ve hipotezlerin değerlendirilmesinde DFA (Doğrulayıcı Faktör Analizi) ve YEM (Yapısal Eşitlik Modeli) analizleri kullanılmıştır. Ölçeklerin güvenirlik analizi Cronbach’s Alpha katsayısıyla yapısal geçerliliği de DFA ile incelenmiştir. Analizler sonucunda elde edilen bulgulara göre restoran atmosferi boyutlarına yönelik (tesis estetiği, ambiyans, aydınlatma, yerleşim ve çalışan/personel) oluşturulan hipotezlerin hepsi araştırma sonuçlarına göre desteklenmiştir. Restoran atmosferi ölçeğinin alt boyutlarının etki katsayıları incelendiğinde en yüksek etki “yerleşim” boyutunda, en düşük etki ise “tesis estetiği” boyutunda olduğu görülmektedir. Restoran atmosferinin davranışsal niyet üzerinde anlamlı ve pozitif olarak etkisi olduğu tespit edilmiştir.

Anahtar Kelimeler

• Atmosfer
• Davranışsal niyet
• restoran atmosferi

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