Yiyecek İçecek İşletmelerinde Memnuniyetin Tekrar Ziyaret Niyeti Üzerindeki Etkisinde Atmosfer ve Sadakatin Aracı ve Düzenleyici Rolü; Kapadokya Örneği
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Date
2020
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Access Rights
info:eu-repo/semantics/openAccess
Abstract
Restoranlardaki yiyeceklere erişimin herkes tarafından sağlanabiliyor oluşu zaman içerisinde yiyecek içecek işletmelerine bakış açısını değiştirmiştir. Bu işletmeler tüketicilere yiyecek sunmanın dışında onların sosyalleşmesine yardımcı olacakları huzurlu atmosferler yaratmak gibi önemli bir misyonu da üstlenmişlerdir. Bu noktadan yola çıkarak çalışmanın amacını restoranlardaki atmosfer durumunun müşteri memnuniyeti sadakat ve tekrar ziyarette bulunma niyetine etkisi oluşturmaktadır. Çalışmada belirlenen amaç doğrultusunda Kapadokya bölgesini ziyaret eden bireylerin atmosfer algısının memnuniyet düzeylerine ve tekrar ziyaret etme niyetine etkisi incelenmiştir. Bu doğrultuda nicel veri toplama tekniklerinden biri olan anket tekniği kullanılmıştır. Çalışma kapsamında 400 anket formu dağıtılmış 350 dönüt sağlanmıştır 22 anket formu geçersiz olması nedeniyle analize dahil edilmemiştir. Temel ölçek olarak çalışmada DINESCAPE ölçeği kullanılmakla birlikte memnuniyet, sadakat ve tekrar ziyaret niyetini ölçen 30 maddeden oluşan bir anket tasarlanmıştır. Çalışma kapsamında SPSS Process modellemesinden faydalanılarak veriler analiz edilmiştir. Verilerin analizi doğrultusunda atmosfer, memnuniyet, sadakat ve tekrar ziyaret etme niyeti değişkenleri arasında pozitif yönlü ilişkilerin olduğu tespit edilmiştir.
The fact that everyone has access to food in restaurants has changed the perspective toward food and beverage businesses over time. Apart from providing food to consumers, these businesses have undertaken an important mission to create a peaceful atmosphere that will help consumers to socialize. In this vein, the current study aims to reveal the effect of restaurant atmosphere on customer satisfaction, loyalty and revisit intention. In line with the research purpose, the effect of atmosphere perception of individuals visiting the Cappadocia region on their satisfaction levels and revisit intentions was investigated. As one of the quantitative data collection methods, survey technique was employed in the study. Within the scope of the study, 400 questionnaire forms were distributed and 350 forms returned. Since 22 questionnaire forms were ineligible, they were excluded from the analysis. Despite the fact that the DINESCAPE scale was the main measurement scale in the study, a questionnaire form consisting of 30 items was designed to measure satisfaction, loyalty and revisit intention. The research data were analyzed with the help of SPSS Process modeling. In the light of the data analysis results, it was determined that there were positive relations among the variables of atmosphere, satisfaction, loyalty and revisit intention.
The fact that everyone has access to food in restaurants has changed the perspective toward food and beverage businesses over time. Apart from providing food to consumers, these businesses have undertaken an important mission to create a peaceful atmosphere that will help consumers to socialize. In this vein, the current study aims to reveal the effect of restaurant atmosphere on customer satisfaction, loyalty and revisit intention. In line with the research purpose, the effect of atmosphere perception of individuals visiting the Cappadocia region on their satisfaction levels and revisit intentions was investigated. As one of the quantitative data collection methods, survey technique was employed in the study. Within the scope of the study, 400 questionnaire forms were distributed and 350 forms returned. Since 22 questionnaire forms were ineligible, they were excluded from the analysis. Despite the fact that the DINESCAPE scale was the main measurement scale in the study, a questionnaire form consisting of 30 items was designed to measure satisfaction, loyalty and revisit intention. The research data were analyzed with the help of SPSS Process modeling. In the light of the data analysis results, it was determined that there were positive relations among the variables of atmosphere, satisfaction, loyalty and revisit intention.
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Journal or Series
Journal of Tourism and Gastronomy Studies
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Volume
8
Issue
2
