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

Yıl 2021, , 170 - 192, 31.01.2021

Ozan Güler , Fatma Yayla , Metin Öztürk

https://doi.org/10.19168/jyasar.814969

Cited By: 3

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

• Aşık, Nuran Akşit. 2019. Çocuklu Ailelerin Restoran Seçimlerini Etkileyen Faktörler: İzmir’de Bir Araştırma, Güncel Turizm Araştırmaları Dergisi, 3(1): 150-168.
• Albayrak, Aslı. 2014a. Müşterilerin Restoran Seçimlerini Etkileyen Faktörler: İstanbul Örneği, Anatolia: Turizm Araştırmaları Dergisi, 25(2): 190-201.
• Albayrak, Aslı. 2014b. Havalimanı Restoranlarında Hizmet Kalitesinin Önem Performans Analiziyle Değerlendirilmesi, İşletme Araştırmaları Dergisi, 6(3), 157-178.
• Albayrak, Tahir, and Caber, Meltem. 2011. Önem-Performans Analizi: Destinasyon Yönetimine Dair Bir Örnek/Importance-Performance Analysis: A Sample About Destination Management, Ege Akademik Bakış, 11(4): 627-638.
• Arıker, Çağla. 2012. Tüketicilerin Restoran Seçiminde Kullandıkları Seçim Kriterleri ile Demografik Özellikleri Arasındaki İlişki, Öneri Dergisi, 10(38): 11-31.
• Assael, Henry. 1987. Consumer Behavior and Marketing Action. Boston: PWS-Kent Publishing Company.
• Auty, Susan. 1992. Consumer Choice and Segmentation in the Restaurant Industry, Service Industries’ Journal, 12(3): 324–339.
• Aygün, İnci, and Kazan, Halim. 2008. Aile Üyelerinin Aile Satın Alma Kararlarına Etkileri: İstanbul Uygulaması, Sosyal Ekonomik Araştırmalar Dergisi, 8(15): 227-248.
• Aymankuy, Yusuf, and Ceylan, Uğur. 2013. Ailelerin Turistik Ürün Satın Alma Karar Sürecinde Çocukların Rolü: Yerli Turistler Üzerinde Bir Araştırma, Elektronik Sosyal Bilimler Dergisi, 12(45): 105-122.
• Babin, Barry. J., Lee, Yong. Ki., Kim, Eun. Ju, and Griffin, Mitch. 2005. Modeling Consumer Satisfaction and Word-Of-Mouth: Restaurant Patronage in Korea, Journal of Services Marketing, 19(3): 133-139.
• Carlson, Les, and Grossbart, Sanford. 1988. Parental Style and Consumer Socialization of Children, Journal of Consumer Research, 15: 77-94.
• Cathy-Kwok, Linchi., Huang, Yung. Kuei. and Hu, Lanlan. 2016. Green Attributes of Restaurants: What Really Matters to Consumers?, International Journal of Hospitality Management, 55: 107-117.
• Chen, Li. Fei. 2014. A Novel Framework for Customer-Driven Service Strategies: A Case Study of a Restaurant Chain, Tourism Management, 41: 119-128.
• Chen, Yang. Su., Lehto, Xinran., Behnke, Carl, and Tang, Chun. Hung. 2016. Investigating Children’s Role in Family Dining-Out Choices: Evidence from a Casual Dining Restaurant, Journal of Hospitality Marketing & Management, 25(6): 706-725.
• Chiang Leong, Choon. 2008. An Importance-Performance Analysis to Evaluate Airline Service Quality:The Case Study of a Budget Airline in Asia, Journal of Quality Assurance in Hospitality & Tourism, 8(3): 39-59.
• Choi, Mi. Kyung, and Jung, Jae. Chan. 2006. The Importance-Performance Analysis of Bakery Cafe Choice Attributes Perceived by Customers in Seoul, Journal of the Korean Society of Food Science and Nutrition, 35(4): 456-463.
• Chu, Raymond, and Choi, Tat. 2000. An Importance-Performance Analysis of Hotel Selection Factors in the Hong Kong Hotel Industry: A Comparison of Business and Leisure Travellers, Tourism Management, 21(4): 363-377.
• Cronin Jr, J. Joseph., Brady, Michael. K, and Hult, G. Tomas M. 2000. Assessing The Effects of Quality, Value, and Customer Satisfaction on Consumer Behavioral Intentions in Service Environments, Journal of Retailing, 76(2): 193-218.
• Cronin Jr, J. Joseph. and Taylor, Steven. A. 1992. Measuring Service Quality: A Reexamination and Extension, The Journal of Marketing, 56(3): 55-68.
• Cunningham, Isabella. C. M, and Green, Robert. T. 1974. Purchasing Roles in The US Family, 1955 and 1973, Journal of Marketing, 38(4): 61–64.
• Elder, John., Sallis, James. F., Zive, Michelle.M., Hoy, Patricia., McKenzie, Thomas. L., Nader, Philip. R, and Berry, Charles. C. 1999. Factors Affecting Selection of Restaurants by Anglo-and Mexican-American Families, Journal of the American Dietetic Association, 99(7): 856–858.
• Erdoğan, Dilek. 2020. Havaalanı Hizmet Kalitesinin Önem-Performans Analiziyle Değerlendirilmesi: Gaziantep Havalimanı Örneği, Journal of Aviation Research, 2(2): 82-100.
• Ertürk, Müjdat. 2019a. Çocuklu Ailelerin Dışarıda Yeme Alışkanlıkları, Gaziantep University Journal of Social Sciences, 18(4): 1592-1610.
• Ertürk, Müjdat. 2019b. Çocukla Yemeğe Çıkmak: Ailelerin Bakışlarına Yönelik Nitel Bir Araştırma, Journal of Tourism and Gastronomy Studies, 7(2): 785-804.
• Filiatrault, Pierre, and Ritchie, J. R. Brent. 1980. Joint Purchasing Decisions: A Comparison of Influence Structure in Family and Couple Decision Making Units, Journal of Consumer Research, 7(2): 131–140.
• Flurry, Laura. A. 2007. Children's Influence in Family Decision-Making: Examining the Impact of the Changing American Family, Journal of Business Research, 60(4): 322-330.
• Gronroos, Christian. 1988. Service Quality: The Six Criteria of Good Perceived Service, Review of Business, 9(3): 10-13.
• Ha, Jooyeon, and Jang, SooCheong. Shawn. 2010. Effects of Service Quality and Food Quality: The Moderating Role of Atmospherics in An Ethnic Restaurant Segment, International Journal of Hospitality Management, 29(3): 520-529.
• Ha, Jooyeon, and Jang, SooCheong. Shawn. 2009. Perceived Justice in Service Recovery and Behavioral Intentions: The Role of Relationship Quality, International Journal of Hospitality Management, 28(3): 319-327.
• Han, Xiaoyun., Kwortnik Jr, Robert. J, and Wang, Chunxiao. 2008. Service Loyalty: An Integrative Model and Examination Across Service Contexts, Journal of Service Research, 11(1): 22-42.
• Hansen, Eric, and Bush, Robert. J. 1999. Understanding Customer Quality Requirements: Model and Application, Industrial Marketing Management, 28(2): 119-130.
• Hart, Christopher. W., Heskett, James. L. and Sasser Jr, W. Earl. 1990. The Profitable Art of Service Recovery, Harvard Business Review, 68(4): 148-156.
• Howard, Dennis. R. and Madrigal, Robert. 1990. Who Makes the Decision: The Parent or Child? The Perceived Influence of Parents or Children on the Purchase of Recreation Services, Journal of Leisure Research, 22(3): 244–258.
• Hsu, Cathy.H.C., Byun, Sunghee, and Yang, II. Sun. 1998. Attitudes of Korean College Students Towards Quick-Service, Family-Style, and Fine Dining Restaurants, Journal of Restaurant & Foodservice Marketing, 2(4): 65-85.
• Hudson, Simon, and Shephard, Graham. W. 1998. Measuring Service Quality at Tourist Destinations: An Application of Importance-Performance Analysis to An Alpine Ski Resort, Journal of Travel & Tourism Marketing, 7(3): 61-77.
• Jeng, Chi. Ruey., Snyder, Adam. T, and Chen, Ching. Fu. 2019. Importance-Performance Analysis as A Strategic Tool for Tourism Marketers: The Case of Taiwan’s Destination Image, Tourism and Hospitality Research, 19(1): 112-125.
• John, Deborah. Roedder. 1999. Consumer Socialization of Children: A Retrospective Look at Twenty-Five Years of Research, Journal of Consumer Research, 26(3): 183-213.
• Kara, Ali., Kaynak, Erdener, and Küçükkemiroğlu, Orsay. 1996. Positioning of Fast-Food Outlets in Two Regions of North America: A Comparative Study Using Correspondence Analysis, Journal of Professional Services Marketing, 14(2): 99-119.
• Karasar, Niyazi. 2014. Bilimsel Araştırma Yöntemi. Ankara: Nobel Yayın Dağıtım.
• Kaya, Ozan. 2017. Turistlerin Kruvaziyer Gemileri Yiyecek ve İçecek Hizmetlerinden Beklenti ve Performans Düzeylerine İlişkin Bir Araştırma, Journal of Tourism and Gastronomy Studies, 5: 22- 38.
• Kılıç, Burhan., Esen, Turgay, and Esen, Funda. Ön. 2017. Günübirlik Kültür Turlarında Alınan Yiyecek Hizmetinin Önem-Performans Analizi İle Değerlendirilmesi. III. Uluslararası Girişimcilik, İstihdam ve Kariyer Kongresi, Muğla, 725-737.
• Kılıç, Burhan., Ok, Serap, and Sop, Serhat. Adem. 2013. Otel İşletmelerinde Müşteri Şikâyetlerinin Değerlendirilmesi ve Hizmet Kalitesi Algısının Müşteri Sadakati Üzerine Etkisi, University of Gaziantep Journal of Social Sciences, 12(4): 817-836.
• Koç, Erdoğan. 2008. Tüketici Davranışları ve Pazarlama Stratejileri, Global ve Yerel Yaklaşım. Ankara: Seçkin Yayıncılık.
• Kotler, Philip., Bowen, John. T, and Makens, James. C. 2010. Marketing for Hospitality and Tourism. (5th Ed.). New York: Pearson Education Inc.
• Labrecque, JoAnne, and Ricard, Line. 2001. Children’s Influence on Family Decision-Making: A Restaurant Study, Journal of Business Research, 54: 173-176.
• Lee, Yong. Ki., Park, Kyung. Hee., Park, Dae. Hwan., Lee, Kyung. Ah, and Kwon, Yong. Ju. 2005. The Relative Impact of Service Quality on Service Value, Customer Satisfaction and Customer Loyalty in Korean Family Restaurant Context, International Journal of Hospitality & Tourism Administration, 6(1): 27-51.
• Liu, Pei, and Tse, Eliza. Ching. Yick. 2018. Exploring Factors on Customers’ Restaurant Choice: An Analysis of Restaurant Attributes, British Food Journal, 120(10): 2289-2303.
• Ma, Emily., Qu, Hailin, and Njite, David. 2011. US Customer Perceptions Toward Chinese Restaurant Service Quality: An Importance and Performance Approach, Journal of Foodservice Business Research, 14(3): 290-308.
• Mangleburg, Tamara. F., Grewal, Dhruv, and Bristol, Terry. 1999. Family Type, Family Authority Relations, and Adolescents, Advances in Consumer Research, 26: 379-384.
• Martensen, Anne, and Grønholdt, Lars. 2008. Children’s Influence on Family Decision Making, Innovative Marketing, 4(4): 14-22.
• Martilla, John. A, and James, John. C. 1977. Importance Performance Analysis, Journal of Marketing, 41(1): 77-79.
• Miller, Kenneth. E, and Ginter, James. L. 1979. An Investigation of Situational Variation in Brand Choice Behavior and Attitude, American Marketing Association, 16(1): 111-123.
• Nayak, Sudhansu. Sekhar. 2015. Eat Out: Children’s Role in Family Decision Making, International Education and Research Journal, 1(5): 95-99.
• Nelson, James. E. 1979. Children As Information Sources in the Family Decision to Eat Out, Advances in Consumer Research, 6: 419-423.
• Norgaard, Maria. Kümpel., Bruns, Karen., Christensen, Pia. Haudrup, and Mikkelsen, Miguel. Romero. 2007. Children’s Influence on and Participation in the Family Decision Process During Food Buying, Young Consumers, 8(3): 197-216.
• Obonyo, George. Otieno., Ayieko, Monica. Awuor, and Kambona, Oscar. Ouma. 2012. An Importance-Performance Analysis of Food Service Attributes in Gastro-Tourism Development in Western Tourist Circuit, Kenya, Tourism and Hospitality Research, 12(4): 188-200.
• Özdemir, Bahattin. 2010. Dışarıda Yemek Yeme Olgusu: Kuramsal Bir Model Önerisi, Anatolia: Turizm Araştırmaları Dergisi, 21(2): 218-232.
• Pai, Fan. Yun., Yeh, Tsu. Ming, and Tang, Cheng. Yeh. 2018. Classifying Restaurant Service Quality Attributes by Using Kano Model and IPA Approach, Total Quality Management & Business Excellence, 29(3-4): 301-328.
• Parasuraman, Anantharanthan., Zeithaml, Valarie. A, and Berry, Leonard. L. 1985. A Conceptual Model of Service Quality and Its Implications for Future Research, The Journal of Marketing, 49(4): 41-50.
• Parasuraman, A., Zeithaml, Valarie. A, and Berry, Leonard. L. 1988. SERVQUAL: A MultipleItem Scale for Measuring Consumer Perceptions of Service Quality, Journal of Retailing, 64(1): 12-40.
• Pedraja Iglesias, Marta, and Jesus Yagüe Guillén, M. 2004. Perceived Quality and Price: Their Impact on the Satisfaction of Restaurant Customers, International Journal of Contemporary Hospitality Management, 16(6): 373-379.
• Pettersson, Anette, and Fjellström, Christina. 2007. Restaurants as Friends of the Family: Functions of Restaurant Visits in Everyday Life, Journal of Foodservice, 18: 207-217.
• Ryu, Kisang, and Han, Heesup. 2010. Influence of the Quality of Food, Service and Physical Environment on Customer Satisfaction and Behavioral Intention in Quick-Casual Restaurants: Moderating Role of Perceived Price, Journal of Hospitality & Tourism Research, 34(3): 310-329.
• Sever, Ivan. 2015. Importance-Performance Analysis: A Valid Management Tool?, Tourism Management, 48, 43-53.
• Sohn, Jeong. Min, and Kim, Hak. Seon. 2014. A Study on the Foodservice Quality of Japanese Restaurants Using the Importance-Performance Analysis (IPA), Culinary Science and Hospitality Research, 20(2): 199-213.
• Stevens, Pete., Knutson, Bonnie, and Patton, Mark. 1995. DINESERV: A Tool for Measuring Service Quality in Restaurants, The Cornell Hotel and Restaurant Administration Quarterly, 36(2): 5-60.
• Su, Ching. Shu. 2013. An Importance-Performance Analysis of Dining Attributes: A Comparison of Individual and Packaged Tourists in Taiwan, Asia Pacific Journal of Tourism Research, 18(6): 573-597.
• Swinyard, William. R, and Sim, Cheng. Peng. 1987. Perception of Children’s Influence on Family Decision Processes, The Journal of Consumer Marketing, 4(1): 25–38.
• Szybillo, George. J, and Sosanie, Arlene. 1977. Family Decision Making: Husband, Wife and Children, Advances in Consumer Research, 4, 46–49.
• Şencan, Hüner. 2005. Sosyal ve Davranışsal Ölçümlerde Güvenilirlik ve Geçerlilik. Ankara: Seçkin Yayıncılık.
• Şen Demir, Şirvan, and Kozak, Metin. 2013. Tüketici Davranışları. Ankara: Detay Yayıncılık.
• Tam, Jackie. L. 2004. Customer Satisfaction, Service Quality and Perceived Value: An Integrative Model, Journal of Marketing Management, 20(7-8): 897-917.
• Tekin, Ömer. Akgün., Kalkan, Gürkan, and Duman, Hüseyin. 2014. Hizmet Kalitesinin Önem-Performans Analizi ile Ölçülmesi: Üniversite Sosyal Tesislerinin Konaklama Üniteleri Üzerinde Bir Uygulama, Journal of International Social Research, 7(31): 751-770.
• Tetik, Nuray. (2012). Turist Rehberlerinin Ekoturizm Alanındaki Yeterliliklerinin Önem-Performans Analizi, Seyahat ve Otel İşletmeciliği Dergisi, 9(3): 6-24.
• Tsai, Wen. Hsien., Hsu, Wei, and Chou, Wen. Chin. 2011. A Gap Analysis Model for Improving Airport Service Quality, Total Quality Management & Business Excellence, 22(10): 1025-1040.
• Tzeng, Gwo. Hshiung, and Chang, Hung. Fan. 2011. Applying Importance-Performance Analysis As A Service Quality Measure in Food Service Industry, Journal of Technology Management & Innovation, 6(3): 106-115.
• Valkenburg, Patti. M. and Cantor, Joanne. 2001. The Development of A Child Into A Consumer, Applied Developmental Psychology, 22: 61-72.
• Wu, Tai. Hsi., Weng, Shao. Jen., Lin, Yi. Ta., Kim, Seung. Hwan, and Gotcher, Don. 2020. Investigating the Importance and Cognitive Satisfaction Attributes of Service Quality in Restaurant Business - a Case Study of TASTy Steakhouse in Taiwan, Journal of Foodservice Business Research, 23(4): 236-284.
• Yang, Wan, and Mattila, Anna. S. 2012. The Role of Tie Strength on Consumer Dissatisfaction Responses, International Journal of Hospitality Management, 31(2): 399-404.
• Yüksel, Atila, and Yüksel, Fisun. 2003. Measurement of Tourist Satisfaction With Restaurant Services: A Segment-Based Approach, Journal of Vacation Marketing, 9(1): 52-68.
• Yoon, Hei. Ryeo. 2008. A Study on Consumer Service Encounters at a Large Food Court Customer Using Importance-Performance Analysis, The Korean Journal of Food and Nutrition, 21(1): 97-105.
• Zhang, Hanqin. Q, and Chow, Ivy. 2004. Application of Importance-Performance Model in Tour Guides’ Performance: Evidence From Mainland Chinese Outbound Visitors in Hong Kong, Tourism Management, 25: 81–91.