Perceived Food Quality, Satisfaction, Brand Image In Restaurants And Recommendation Intention Relation

Öz

In this study, the interaction in between recommendation intention and perceived food quality, satisfaction, brand image is examined. The relations among stated variables are statistically analysed with structural equation modelling. Conceptual framework is formed by having literature review and a questionnaire is applied to 361 consumers dined at Köfteci R. restaurant located in İzmir, with convenience sampling method. In the study, descriptive (percentage, average, standard deviation) and predictive statistics methods are used. Also, structural equation model is benefited to test the relation among latent variables. In the light of acquired results, it has been identified that food quality positively and strongly affects the brand image, satisfaction and recommendation intention. In addition to this, it has been also identified that consumer satisfaction has significant and positive effect on brand image and recommendation intention. The research has been concluded with the recommendation to various stakeholders and other researchers in the light of acquired results.

Anahtar Kelimeler

• Food quality
• satisfaction
• marketing
• restaurants
• structural equation modelling

Perceived Food Quality, Satisfaction, Brand Image In Restaurants And Recommendation Intention Relation

Öz

Bu araştırmada restoran işletmelerinde algılanan yemek kalitesi, memnuniyet, marka imajı ve tavsiye etme davranışının birbirleri ile olan etkileşimleri irdelenmiştir. Bu amaçla ifade edilen değişkenler arasındaki ilişkiler yapısal eşitlik modellemesi kullanılarak istatistiksel analize tabi tutulmuştur. Literatür taraması yapılarak kavramsal çerçeve oluşturulmuş ve kolayda örnekleme yöntemi ile İzmir’de Köfteci R. restoran işletmesinde yemek yiyen 361 tüketiciye anket uygulanmıştır. Çalışmada tanımlayıcı (yüzde, ortalama, standart sapma) ve tahminleyici istatistik yöntemleri kullanılmıştır. Ayrıca gizil/örtük değişkenler arasındaki ilişkilerin test edilmesi amacıyla yapısal eşitlik modelinden yararlanılmıştır. Elde edilen sonuçlar doğrultusunda tüketici tercihlerinde yemek kalitesinin marka imajını, memnuniyeti ve tavsiye etme davranışını pozitif yönde güçlü düzeyde etkilediği belirlenmiştir. Bunun yanı sıra tüketici memnuniyetinin tavsiye etme davranışı ilemarka imajı üzerinde anlamlı ve pozitif yönlü etkileri olduğu belirlenmiştir. Araştırma, elde edilen sonuçlar ışığında çeşitli paydaşlar ve diğer araştırmacılara öneriler ile tamamlanmıştır.

Anahtar Kelimeler

• Yemek kalitsi
• memnuniyet
• pazarlama
• restoranlar
• yapısal eşitlik modellemesi

Kaynakça

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