Yiyecek İçecek Hizmet Kalitesi ile Marka Sadakati ve Marka İmajı Arasında Müşteri Memnuniyetinin Rolü

Öz

Hizmet kalitesi literatüründe; hizmet kalitesi, marka sadakati, marka imajı ve müşteri memnuniyeti arasındaki ilişkileri bir arada inceleyen sınırlı ampirik çalışma bulunmaktadır. Diğer taraftan gelişen refah düzeyine bağlı olarak yiyecek hizmet sektöründe yaşanan hızlı büyüme sektörde çok yoğun bir rekabeti de beraberinde getirmiştir. Sektöre yönelik yapılan literatür araştırması bu dört yapı arasındaki ilişkide müşteri memnuniyetinin köprü rolü oynadığını göstermektedir. Bu çalışmada yiyecek içecek hizmet kalitesi ile marka sadakati ve marka imajı arasındaki ilişkide müşteri memnuniyetinin rolü araştırılmaktadır. Araştırma yiyecek içecek hizmeti sunan bir uluslararası franchise firmanın müşterileri üzerinde yapılmıştır. Veriler kolayda örnekleme yöntemiyle anket tekniği kullanılarak toplanmıştır. Bu amaçla literatürle uyumlu bir yapısal eşitlik modeli (YEM) kurulmuştur. Veriler Kısmi En Küçük Kareler-Yapısal Eşitlik Modeli (KEKK-YEM) yöntemiyle analiz edilmiştir. Bulgular yiyecek içecek sektöründe hizmet kalitesi ile marka sadakati ve marka imajı arasındaki ilişkide müşteri memnuniyetinin dolaylı ve anlamlı güçlü bir etkisi olduğunu göstermektedir. Sonuç olarak rekabetin çok yoğun yaşandığı hizmet sektöründe varlığını ve kârlılığını devam ettirmek isteyen işletmelerin müşteri memnuniyeti üzerine odaklanmaları gerektiği görülmüştür.

Anahtar Kelimeler

• Hizmet Kalitesi
• Marka İmajı
• Marka Sadakati
• Müşteri Memnuniyeti
• Yiyecek İçecek Sektörü

The Role of Customer Satisfaction between Service Quality in Food and Beverage Industry, and Brand Loyalty and Brand Image

Öz

In the service quality literature, there are limited empirical studies examining the relationships between service quality, brand loyalty, brand image, and customer satisfaction. On the other hand, the rapid growth experienced in the food service sector due to the developing welfare level has brought a very intense competition in the sector. The literature for the sector shows that customer satisfaction plays a mediator role in the relationship between these four variables. In this study, the role of customer satisfaction in the relationships between food and beverage service quality, brand loyalty and brand image are investigated. The research was conducted on the customers of an international franchise company providing food and beverage services. Data were collected by survey technique. For this purpose, a structural equation model (SEM) compatible with the literature was created. The data were analyzed using the Partial Least Squares-Structural Equation Model (PLES-SEM) method. Findings show that customer satisfaction has an indirect and significant effect on the relationship between service quality, brand loyalty and brand image in the food and beverage industry. As a result, it has been seen that organizations that want to continue their existence and profitability in the service sector, where competition is very intense, should focus on customer satisfaction. 

Anahtar Kelimeler

• Service Quality
• Brand Image
• Brand Loyalty
• Customer Satisfaction
• Food and Beverage Industry

Kaynakça

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