Yiyecek Deneyiminin Müşteri Memnuniyeti ve Davranışsal Niyetine Etkisi

Öz

Bu çalışmanın amacı tüketicilerin yiyecek deneyiminin memnuniyet ve davranışsal niyetleri üzerindeki etkisini incelemektir. İstanbul’da faaliyet gösteren lüks restoranlarda yiyecek deneyimi yaşamış bireylerden 395 anket elde edilmiştir. Araştırmada önerilen modelde yer alan kavramlar arası ilişkileri analiz etmek amacıyla yapısal eşitlik modellemesinden yararlanılmıştır. Araştırma bulgularına göre tüketicilerin olumlu düzeyde yiyecek deneyimleri, memnuniyeti de olumlu yönde etkilemektedir. Restoran müşterilerinin memnuniyeti ise onların davranışsal niyetlerini anlamlı bir şekilde etkilemektedir. Bu çalışma ile restoran işletmeciliği alanında tüketici memnuniyeti ve davranışsal niyeti olumlu şekilde etkileyen unsurlar hakkında katkı sağlanması beklenmektedir.

Anahtar Kelimeler

• Yiyecek deneyimi,memnuniyet,davranışsal niyet,restoran işletmeleri,dinescape.

The Effect of Food Experience on Customer Satisfaction and Behavioral Intention

Öz

This study aims to investigate the effects of customers’ food experience on their satisfaction and behavioral intentions. A total of 395 questionnaires were gathered from customers who have a food experience in luxury restaurants in Istanbul. Structural equation model was benefited to test the relationships among constructs in the proposed model. According to the results, positive food experience affect customer satisfaction in a luxury restaurant, in turn, their behavioral intention. It is expected to contribute positive factors affecting customer satisfaction and behavioral intention in restaurant field.

Anahtar Kelimeler

• Food experience,satisfaction,behavioral intention,restaurants,dinescape

Kaynakça

1. Anderson, J. C. ve Gerbing, D. W. (1988). Structural equation modeling in practice: A review and recommended two-step approach. PsychologicalBulletin, 103(3), 411-423.
2. Areni, C.S. ve Kim, D. (1994). The influence of in-store lighting on consumers’ examination of merchandise in a wine store. International Journal of Research in Marketing, 11, 117-125.
3. Ayazlar, G. ve Artuğer, S. (2015). Otel müşterileri için önemli olan atmosferik unsurların demografik özelliklere göre incelenmesi. Pamukkale Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 21, 25-33
4. Baker, J., Berry, L. L. ve Parasuraman, A. (1988). The marketing impact of branch facility design. Journal of RetailingBanking, 10(2), 33-42.
5. Baker, J., Levy, M. ve Grewal, D. (1992). An experimental approach to making retail store environmental decisions. Journal of Retailing, 68(4), 445-460.
6. Bekar, A. ve Sürücü, Ç. (2015). Yiyecek içecek işletmesi tasarımının tüketici tercihleri üzerindeki etkisi. Türkiye Sosyal Araştırmalar Dergisi, 19(1), 349-376.
7. Bell, P. A. ve Baron, R. A. (1977). Aggression and ambient temperature: The facilitating and inhibiting effects of hot and cold environments. Bulletin of the Psychonomic Society, 9(6), 443-445.
8. Bellizzi, J. A. ve Hite, R. E. (1992). Environmental color, consumer feelings, and purchase likelihood. Psychology and Marketing, 9(5), 347-363.

9. Bitner, M.J. (1992). Servicescapes: The impact of physical surroundings on customers and Employees. Journal of Marketing, 56, 57-71.
10. Bone, P. F. ve Ellen, P. S. (1999). Scents in the marketplace: Explaining a fraction of olfaction. Journal of Retailing, 75(2), 243-262.
11. Chang, K. (2000). The impact of perceived physical environments on customers’ satisfaction and return intentions. Journal of Professional Services Marketing, 21(2), 75-85.
12. Chebat, J. ve Michon, R. (2003). Impact of ambient odors on mall shoppers’ emotions, cognition, and spending. Journal of Business Research, 56, 529-539.
13. Chen, K. Y. ve Wang, C. H. (2010). Structural equation modeling analysis practices: The application of AMOS. Taipei, Taiwan: Wu-Nan Book Inc.
14. Gilboa, S. ve Rafaeli, A. (2003). Store environment, emotions and approach behavior: applying environmental aesthetics to retailing. The InternationalReview of Retail, Distribution and Consumer Research, 13, 195-211.
15. Han, H. ve Back, K. (2006). Investing the effects of consumption emotions on customer satisfaction and repeat visit intentions in the lodging industry. Journal of Hospitality & Leisure Marketing, 15(3), 5-30.
16. Han, H. ve Ryu, K. (2007). Moderating role of personal characteristics in forming restaurant customers’ behavioral intentions: An upscale restaurant setting. Journal of Hospitality & Leisure Marketing, 15(4), 25-54.
17. Han, H. ve Ryu, K. (2009). The roles of the physical environment, price perception, and customer satisfaction in determining customer loyalty in the family restaurant industry. Journal of Hospitality and Tourism Research, 33(4), 487-510.
18. Hair, J. F., Black, W. C., Babin, B. J. ve Anderson, R. E. (2014). Multivariate Data Analysis. Pearson New International Edition, Seventh Edition, England.
19. Jang, S. ve Namkung, Y. (2009). Perceived quality, emotions, and behavioral intentions: Application of an extended Mehrabian-Russell model to restaurants. Journal of Business Research, 62, 451-460.
20. Jin, N. P., Lee, S. ve Huffman, L. (2012). Impact of restaurant experience on brand image and customer loyalty: Moderating role of dining motivation. Journal of Travel & Tourism Marketing, 29(6), 532-551.
21. Kalaycı, Ş. (2006). SPSS Uygulamalı Çok Değişkenli İstatistik Teknikleri, 2 Basım, Asil Yayınevi: Ankara.
22. Kim, W.G. ve Moon, Y.J. (2009). Customers’ cognitive, emotional, and actionable response to the servicescape: a test of the moderating effect of the restaurant type. International Journal of Hospitality Management, 28, 144-156.
23. Kim, S., Lee, Y-K. ve Lee, C-K. (2017). The moderating effect of place attachment on the relationship between festival quality and behavioral intentions. Asia Pacific Journal of Tourism Research, 22(1), 49-63.
24. Kotler, P. (1973). Atmospherics as a marketing tool. Journal of Retailing, 49(4), 48-64.
25. Kurtich, J. ve Eakin, G. (1993). Interior architecture, New York:Van Nostrand Reinhold.
26. Küçükergin, K. G. ve Dedeoğlu, B. B. (2014). Fast Food Restoranlarda Fiziksel Çevre, Fiyat Algısı ve Tekrar Satın Alma Eğilimi Arasındaki İlişki. Uluslararası Alanya İşletme Fakültesi Dergisi, 6(1), 101-107.
27. Lin, I. Y. (2004). Evaluating a servicescape: The effect of cognition and emotion. International Journal of Hospitality Management, 23(2), 163-178.
28. Liu, Y. ve Jang, S. (2009). The effects of dining atmospherics: an extended Mehrabian-Russell model. International Journal of Hospitality Management, 28(4), 494-03.
29. Mehrabian, A. ve Russell, J. A. (1974). An Approach to Environmental Psychology. Cambridge, MA: MIT Press.
30. Meydan, C. H. ve Şeşen, H. (2011). Yapısal Eşitlik Modellemesi Amos Uygulamaları, Detay Yayıncılık, Ankara.
31. Milliman, R. E. (1986). The influence of background mucis on the behavior of restaurant patrons. Journal of Consumer Research, 13(2), 286-289.
32. Namkung, Y. ve Jang, S. (2007). Does food quality really matter in restaurant? Its impact on customer satisfaction and behavioral intentions, Journal of Hospitality and Tourism Research, 31(3), 387-410.
33. Namkung, Y. ve Jang, S. (2008). Are highly satisfied restaurant customers really different? A quality perception perspective. International Journal of Contemporary Hospitality Management, 20(2), 142-55.
34. North, A. C. ve Hargreaves, D. J. (1998). The effect of music on atmosphere and purchase intentions in a cafeteria. Journal of AppliedSocialPsychology, 28(24), 2254-2273.
35. Oliver, R.L. (1997). Satisfaction: A Behavioral Perspective on the Consumer. McGraw-Hill, New York, NY.
36. Parasuraman, A., Zeithaml, A.V. ve Berry, L.L. (1988). SERVQUAL: A multiple item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64, 12-40.
37. Raajpoot, N. A. (2002). TANGSERV: A multiple item scale for measuring tangible quality in foodservice industry. Journal of Foodservice Business Research, 5(2), 109-127.
38. Ryu, K., ve Jang, S. (2005). A multiple item scale for measuring the physical environment in upscale restaurants. İçinde Proceedings of the 2005 Asia Pacific Tourism Association (APTA) Annual Conference, Goyang, Korea.
39. Ryu, K. ve Jang, S. (2007). The effect of environmental perceptions on behavioral intentions through emotions: The case of upscale restaurants. Journal of Hospitality & Tourism Research, 31(1), 56-72.
40. Ryu, K., Han, H. ve Kim, T-H. (2008). The relationships among overall qucik-casual restaurant image, perceived value, customer satisfaction, and behavioral intentions. International Journal of Hospitality Management, 27, 459-469.
41. Ryu, K. ve Jang, S. S. (2008a). DINESCAPE: A scale for customers’ perception of dining environments. Journal of Foodservice Business Research, 11(1), 2-22.
42. Ryu, K. ve Jang, S. (2008b). The influence of the physical environment on customer emotions and behavioral intentions: the application of modified Mehrabian-Russell model. The Service Industries Journal, 28(8), 1151-1165.
43. Ryu, K. ve Han, H. (2010a). Influence of physical environment on disconfirmation, customer satisfaction, and customer loyalty for first-time and repeat customers in upscale restaurants, International CHRIE Conference-Referred Track, Paper 13.
44. Ryu, K. ve Han, H. (2010b). Influence of the quality of food, service, and pyhsical 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.
45. Ryu, K. ve Han, H. (2011). New or repeat customers: How does physical environemtn influence their restaurant experience? International Journal of Hospitality Management, 30, 599-611.
46. Ryu, K., Lee, H-R. ve Kim, W. G. (2012). The influence of the quality of the physical environment food, and service on restaurant image, customer perceived value, customer satisfaction, and behavioral intentions. International Journal of Contemporary Hospitality Management, 24(2), 200-223.
47. Stevens, P. Knutson, B., ve Patton, M. (1995). DINESERV: A tool for measuring service quality in restaurants. Cornell Hotel and restaurant Administration Quarterly, 36, 56-60.
48. Turley, L. W., ve Milliman, R. E. (2000). Atmospheric effects on shopping behavior: A review of the experimental evidence. Journal of Business Research, 49(2), 193-211.
49. Tüzünkan, D. ve Albayrak, A. (2016). The importance of restaurant physical environment for Turkish customers. Journal of Tourism Research & Hospitality, 5(1), 1-7.
50. Wakefield, K. L., ve Blodgett, J. G. (1994). The importance of servicescapes in leisure service settings. Journal of Services Marketing, 8(3), 66-76.
51. Wakefield, K. L., ve Blodgett, J. G. (1999). Customer response to intangible and tangible service factors, Psychology and Marketing, 16(1), 51-68.
52. Yazıcıoğlu, Y. ve Erdoğan, S. (2007). SPSS Uygulamalı Bilimsel Araştırma Yöntemleri, 2. Baskı, Ankara: Detay Yayıncılık.
53. Yıldırım, A. ve Şimşek, H. (2006). Sosyal Bilimlerde Nitel Araştırma Yöntemleri, 6. Baskı, Ankara: Seçkin Yayıncılık
54. Yi, Y., (1990). A critical review of consumer satisfaction. İçinde Zeithaml, V.A. (Ed.), Review of Marketing. American Marketing Association, Chicago, pp. 68-123.