Yemek ve servis kalitesi ile restoran imajının marka sadakati üzerindeki etkisi: Hamsi restoran örneği
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Date
2023
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Düzce Üniversitesi
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info:eu-repo/semantics/openAccess
Abstract
Bu araştırma, yiyecek içecek işletmelerinde müşteri memnuniyetini ve marka sadakatini etkileyen faktörleri incelemek için yapılmıştır. Hamsi restoran müşterileri üzerinde gerçekleştirilen bir anket aracılığıyla toplanan veriler analiz edilmiştir. Araştırmanın ilk aşamasında, algılanan yemek kalitesi, servis kalitesi, restoran imajı, algılanan fiyat ve müşteri tatmininin marka sadakatini etkileyip etkilemediği test edilmiştir. Sonuçlar, bu değişkenlerin marka sadakatini etkilediğini göstermiştir. İkinci aşamada ise müşteri tatmini değişkeni modele dahil edilerek yol katsayılarının anlamlılığı test edilmiştir. Bulgular, algılanan yemek kalitesi, servis kalitesi ve restoran imajının müşteri tatminini etkilediğini ve müşteri tatmininin de müşteri sadakatini etkilediğini göstermiştir. Bu bulgular, işletmelerin müşteri tatmini odaklı stratejiler geliştirmelerinin ve yemek kalitesi, servis kalitesi ve restoran imajını iyileştirmelerinin marka sadakatini artırma potansiyeline sahip olduğunu göstermektedir. Anahtar Sözcükler: Marka Sadakati, Servis Kalitesi, Restoran İmajı, Müşteri Memnuniyeti, Müşteri Sadakati
This research was conducted to examine the factors affecting customer satisfaction and brand loyalty in food and beverage businesses. The data collected through a survey conducted on anchovy restaurant customers were analyzed. In the first stage of the research, it was tested whether perceived food quality, service quality, restaurant image, perceived price and customer satisfaction affect brand loyalty. The results showed that these variables affect brand loyalty. In the second stage, the customer satisfaction variable was included in the model and the significance of the path coefficients was tested. The findings showed that perceived food quality, service quality and restaurant image affect customer satisfaction, and customer satisfaction also affects customer loyalty. These findings show that businesses developing customer satisfaction-oriented strategies and improving food quality, service quality and restaurant image have the potential to increase brand loyalty. Keywords: Brand Loyalty, Service Quality, Restaurant Image, Customer Satisfaction, Customer Loyalty
This research was conducted to examine the factors affecting customer satisfaction and brand loyalty in food and beverage businesses. The data collected through a survey conducted on anchovy restaurant customers were analyzed. In the first stage of the research, it was tested whether perceived food quality, service quality, restaurant image, perceived price and customer satisfaction affect brand loyalty. The results showed that these variables affect brand loyalty. In the second stage, the customer satisfaction variable was included in the model and the significance of the path coefficients was tested. The findings showed that perceived food quality, service quality and restaurant image affect customer satisfaction, and customer satisfaction also affects customer loyalty. These findings show that businesses developing customer satisfaction-oriented strategies and improving food quality, service quality and restaurant image have the potential to increase brand loyalty. Keywords: Brand Loyalty, Service Quality, Restaurant Image, Customer Satisfaction, Customer Loyalty
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Turizm, Tourism
