Çocuklu Ailelerin Restoran Seçim Kriterleri ve Hizmet Kalitesi Algıları: Önem-Performans Analizi ile Bir Araştırma

Öz

Bu araştırmanın amacı; çocuklu ailelerin alakart restoran seçimlerinde önem verdikleri kriterleri ve bu kriterlerden hareketle algıladıkları hizmet kalitesini önem-performans bakış açısıyla araştırmaktır. İlişkisel tarama modeliyle tasarlanan araştırmada online anket yoluyla 359 ebeveynden veri toplanmıştır. İstatistiksel analiz olarak betimleyici istatistikler, fark testleri ve önem-performans analizi (ÖPA) gerçekleştirilmiştir. Elde edilen bulgular, çocuklu ailelerin restoran seçim kriterlerinin tümünü önemli bulmakla beraber en az öneme sahip boyutun çocuk dostu hizmetler olduğunu göstermektedir. ÖPA bulgularına göre, müşterilerin yüksek önem verdiği ancak performans olarak zayıf bulduğu çocuk dostu hizmetler; emzirme ve alt değiştirme odası ve mama sandalyesi/çocuk masası hizmetlerinin niteliğidir. Ek olarak restoranların çocuklu aileleri mutlu etmek için yoğunlaşması gereken diğer hizmetler; alınan hizmetin ödenen paraya değmesi, restoranın temiz ve hijyenik olması, profesyonel hizmet sunumu ve çalışanların genel iletişim becerileri şeklindedir.

Anahtar Kelimeler

• Aile Tüketim Davranışı
• Çocukların Tüketimdeki Rolü
• Restoran Seçimi
• Hizmet Kalitesi
• Önem-Performans Analizi

Restaurant Selection Criteria and Service Quality Perception of Families with Children: A Research through Importance-Performance Analysis

Öz

Kaynakça

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