Research Article
BibTex RIS Cite

Restoran İşletmelerinde Hizmet Kalitesinin Müşteri Memnuniyetine ve Sadakatine Etkisi: Oba Restoran Örneği

Year 2017, Volume: 7 Issue: 2, 147 - 170, 30.12.2017

Yusuf Bilgin Önder Kethüda

Abstract

Bu araştırmanın amacı, restoran işletmelerinde hizmet kalitesinin müşteri memnuniyeti ve müşteri sadakati üzerindeki etkisini incelemektir. Buna ek olarak, araştırmada restoran işletmelerinde müşteri memnuniyetinin müşteri sadakatine etkisini ortaya koymak amaçlanmaktadır. Restoran işletmesinde hizmet kalitesi, DINESERV ölçüm modeli kullanılarak ölçülmüştür. Araştırmanın evrenini, Bartın’da faaliyet gösteren Oba restoran işletmesinin müşterileri oluşturmaktadır. Araştırmada nicel yöntem kullanılmış ve araştırma verileri, yüz yüze anket tekniğiyle toplanmıştır. Elde edilen veriler, SPSS 18.0 paket programı kullanılarak analiz edilmiştir. Analiz sonucunda, restoran işletmelerinde hizmet kalitesi boyutlarından fiziksel özellikler ve güven ve empati boyutlarının müşteri memnuniyeti üzerinde pozitif bir etkiye sahip olduğu buna karşın güvenilirlik ve heveslilik boyutlarının müşteri memnuniyeti üzerinde anlamlı bir etkisinin olmadığı belirlenmiştir. Buna ek olarak, restoran işletmesinde hizmet kalitesinin tüm boyutlarının ve müşteri memnuniyetinin müşteri sadakatini etkilediği tespit edilmiştir.

Keywords

Hizmet Kalitesi Müşteri Memnuniyeti Müşteri Sadakati

References

  • Albayrak, A. (2013). Restoran İşletmelerinde Müşteri Şikâyetleri ve Şikayete İlişkin Davranışlar. PARADOKS Ekonomi, Sosyoloji ve Politika Dergisi, 9 (2), 24-51.
  • Andaleeb, S. S. ve Conway, C. (2006). Customer Satisfaction in the Restaurant Industry: an Examination of the Transaction-Specific Model. Journal of Services Marketing, 20 (1), 3-11.
  • Baldinger, A. L. ve Rubinson, J. (1996). Brand Loyalty: The Link between Attitude and Behaviour. Journal of Advertising Research, 36 (6), 22-34.
  • Barber, N., Goodman R. J. ve Goh, B. K. (2011). Restaurant Consumers Repeat Patronage: A Service Quality Concern. International Journal of Hospitality Management, 30, 329-336.
  • Bloemer, J., Ruyter, K. ve Wetzels, M. (1999). Linking Perceived Service Quality and Service Loyalty: a Multi-Dimensional Perspective. European Journal of Marketing, 33 (11/12), 1082-1106.
  • Blythe, J. (2005). Essential of Marketing. Third Edition. Pearson Education. London.
  • Bucak, T. ve Turan, Ö. (2016). Restoranlarda Hizmet Kalitesinin Misafir Memnuniyetine Etkisi: Çanakkale Merkezinde Bir Araştırma. International Journal of Social Science, 49 (1), 287-304.
  • Buttle, F. (1996). SERVQUAL: Review, Critique, Research Agenda. European Journal of Marketing, 30 (1), 8-32.
  • Chen, J. L. (2016). The Relationship among Service Quality, Relationship Quality, and Customer Loyalty for Chain Restaurant Industry. International Journal of Marketing Studies, 8 (3), 33-42.
  • Chow, I. H., Lau, V. P., Lo, T. W., Sha, Z. ve Yun, H. (2007). Service Quality in Restaurant Operations in China: Decision- and Experiential-Oriented Perspectives. Hospitality Management, 26, 698-710.
  • Clark, M. A. ve Wood, R. C. (1998). Consumer Loyalty in the Restaurant İndustry-A Preliminary Exploration of the Issues. International Journal of Contemporary Hospitality Management, 10 (4), 139-144.
  • Cronin, J. J. ve Taylor, S. A. (1992). Measuring Service Quality: A Reexamination and Extension. Journal of Marketing, 56 (3), 55-68.
  • Crosby, L. A., Evans, K. R., ve Cowles, D. (1990). Relationship Quality in Services Selling: An Interpersonal Influence Perspective. Journal of Marketing, 54 (3), 68-81.
  • Diab, D. M. E., Mohammed, H. E., Mansour, E. H. ve Saad O. (2016). Investigating the İmpact of Key Dimensions of Service Quality On Customers’ Satisfaction and Loyalty: Evidences from the Restaurant İndustry in Sudan. Marketing and Branding Research, 3 (2), 153-165.
  • Fu, Y. Y. ve Parks, S. C. (2001). The Relationship between Restaurant Service Quality and Consumer Loyalty among The Elderly. Journal of Hospitality & Tourism Research, 25 (3), 320-336.
  • Grobelna, A. ve Marciszewska, B. (2013). Measurement of Service Quality in the Hotel Sector: The Case of Northern Poland. Journal of Hospitality Marketing & Management, 22 (3), 313-332.
  • Gupta, S., McLaughlin, E. ve Gomez, M. (2007). Guest Satisfaction and Restaurant Performance. Cornell Hotel and Restaurant Administration Quarterly, 48 (3), 284-298.
  • Gürbüz, S. ve Şahin, F. (2016). Sosyal Bilimlerde Araştırma Yöntemleri: Felsefe-Yöntem-Analiz. 3. Baskı. Seçkin Yayıncılık. Ankara.
  • Ha, J. ve Jang, S. S. (2010). Effects of Service Quality and Food Quality: The Moderating Role of Atmospherics in an Ethnic Restaurant Segment. International Journal of Hospitality Management, 29, 520-529.
  • Haghighi, M., Dorosti, A., Rahnama, A. ve Hoseinpour, A. (2012). Evaluation of Factors Affecting Customer Loyalty in the Restaurant Industry. African Journal of Business Management, 6 (14), 5039-5046.
  • Han, H. ve Ryu, K. (2012). Key Factors Driving Customers’ Wordof-Mouth Intentions in Full-Service Restaurants: The Moderating Role of Switching Costs. Cornell Hospitality Quarterly, 53 (2), 96-109.
  • Hwang, J. ve Ok, C. (2013). The Antecedents and Consequence of Consumer Attitudes toward Restaurant Brands: A Comparative Study between Casual and Fine Dining Restaurants. International Journal of Hospitality Management, 32, 121-131.
  • Hyun, S. S. (2010). Predictors of Relationship Quality and Loyalty in the Chain Restaurant Industry. Cornell Hospitality Quarterly, 51 (2), 251-267.
  • Jones, T. ve Taylor, S. F. (2007). The Conceptual Domain of Service Loyalty: How Many Dimensions?. Journal of Services Marketing, 21 (1), 36-51.
  • Kalaycı, Ş. (2016). SPSS Uygulamalı Çok Değişkenli İstatistik Teknikleri. 8. Baskı. Dinamik Akademi. Ankara. Kılıç, B. ve Kurnaz, A. (2012). Yiyecek İçecek İşletmelerinde Hizmet Kalitesinin Dineserv Modeli ile Ölçümü. Finans Politik & Ekonomik Yorumlar, 49 (564), 77-94.
  • Kim, W. G., Lee, Y. K. ve Yoo, Y. J. (2006). Predictors of Relationship Quality and Relationship Outcomes in Luxury Restaurants. Journal of Hospitality & Tourism Research, 30 (2), 143-169.
  • Namkung, Y. ve Jang, S. S. (2007). Does Food Qualıty Really Matter in Restaurants? Its Impact on Customer Satısfactıon and Behavıoral Intentions. Journal of Hospitality & Tourism Research, 31 (3), 387-410.
  • Oliver, R. L. (1999). Whence Consumer Loyalty?. Journal of Marketing, 63, 33-44.
  • Palmer, A. (2001). Principles of Service Marketing. McGraw-Hill, New York.
  • Parasuraman, A., Zeithaml, V. A. ve Berry, L. L. (1988). SERVQUAL: A Multiple-İtem Scale for Measuring Consumer Perceptions of Service Quality. Journal of Retailing, 64 (1), 14-40.
  • Parasuraman, A., Zeithaml, V. A., ve Berry, L. L. (1985). A Conceptual Model of Service Quality and Its Implications for Future Research. Journal of Marketing, 49 (3), 41-50.
  • Reichheld, F. F. (2001). How Today’s Leaders Build Lasting Relationships: Loyalty Rules!. Soundview Executive Book Summaries. Concordville, Pennsylvania.
  • Sabir, İ. R., Akhtar, N., Pervez, M. A. ve Rehman, A. (2014). Customer Satisfaction in the Restaurant Industry; Examining the Model in Local Industry Perspective. Journal of Asian Business Strategy, 4 (1), 18-31.
  • Selnes, F. (1993). An Examination of the Effect of Product Performance on Brand Reputation, Satisfaction and Loyalty. European Journal of Marketing, 27 (9), 19-35.
  • Shaikh U. A. A. ve Khan, N. U. R. (2011). Impact of Service Quality on Customer Satisfaction: Evidences from The Restaurant Industry in Pakistan. Management & Marketing, 9 (2), 343-355.
  • Stevens, P., Knutson, B. ve Patton, M. (1995). DINESERV: A Toll for Measuring Service Quality in Restaurant. Cornell Hotel Restaurant Administration Quarterly, 36, 56-60.
  • Tan, Q., Oriade, A. ve Fallon, P. (2014). Service Quality And Customer Satisfaction in Chınese Fast Food Sector: A Proposal For CFFRSERV. Advances in Hospitality and Tourism Research, 2 (1), 30-53.
  • Umath, B., Marwah, A. K. ve Soni, I. M. (2015). Measurement of Service Quality in Health Care Industry using Servqual Model: A Case of Select Hospitals. International Journal of Management and Social Sciences Research, 4 (1), 52-57.
  • Vanniarajan, T. (2009). Dineserv: A Tool for Measuring Service Quality in Restaurants. Journal of Marketing & Communication, 4 (3), 41-52.
  • Yüksel, A. ve Yüksel, F. (2002). Measurement of Tourist Satisfaction with Restaurant Services: A Segment-Based Approach. Journal of Vacation Marketing, 9 (1), 52-68.
  • Zafiropoulos, C. ve Vrana, V. (2010). Service Quality Assessment in a Greek Higher Education Institute. Journal of Business Economics and Management, 9 (1), 33-45.
  • Zeithaml, V. A. (1988). Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence. Journal of Marketing, 52 (3), 2-22.
  • Zeithaml, V. A. Berry, L. L. ve Parasuraman, A. (1996). The Behavioral Consequences of Service Quality. Journal of Marketing, 60 (2), 31-46.

Year 2017, Volume: 7 Issue: 2, 147 - 170, 30.12.2017

Yusuf Bilgin Önder Kethüda

Abstract

References

  • Albayrak, A. (2013). Restoran İşletmelerinde Müşteri Şikâyetleri ve Şikayete İlişkin Davranışlar. PARADOKS Ekonomi, Sosyoloji ve Politika Dergisi, 9 (2), 24-51.
  • Andaleeb, S. S. ve Conway, C. (2006). Customer Satisfaction in the Restaurant Industry: an Examination of the Transaction-Specific Model. Journal of Services Marketing, 20 (1), 3-11.
  • Baldinger, A. L. ve Rubinson, J. (1996). Brand Loyalty: The Link between Attitude and Behaviour. Journal of Advertising Research, 36 (6), 22-34.
  • Barber, N., Goodman R. J. ve Goh, B. K. (2011). Restaurant Consumers Repeat Patronage: A Service Quality Concern. International Journal of Hospitality Management, 30, 329-336.
  • Bloemer, J., Ruyter, K. ve Wetzels, M. (1999). Linking Perceived Service Quality and Service Loyalty: a Multi-Dimensional Perspective. European Journal of Marketing, 33 (11/12), 1082-1106.
  • Blythe, J. (2005). Essential of Marketing. Third Edition. Pearson Education. London.
  • Bucak, T. ve Turan, Ö. (2016). Restoranlarda Hizmet Kalitesinin Misafir Memnuniyetine Etkisi: Çanakkale Merkezinde Bir Araştırma. International Journal of Social Science, 49 (1), 287-304.
  • Buttle, F. (1996). SERVQUAL: Review, Critique, Research Agenda. European Journal of Marketing, 30 (1), 8-32.
  • Chen, J. L. (2016). The Relationship among Service Quality, Relationship Quality, and Customer Loyalty for Chain Restaurant Industry. International Journal of Marketing Studies, 8 (3), 33-42.
  • Chow, I. H., Lau, V. P., Lo, T. W., Sha, Z. ve Yun, H. (2007). Service Quality in Restaurant Operations in China: Decision- and Experiential-Oriented Perspectives. Hospitality Management, 26, 698-710.
  • Clark, M. A. ve Wood, R. C. (1998). Consumer Loyalty in the Restaurant İndustry-A Preliminary Exploration of the Issues. International Journal of Contemporary Hospitality Management, 10 (4), 139-144.
  • Cronin, J. J. ve Taylor, S. A. (1992). Measuring Service Quality: A Reexamination and Extension. Journal of Marketing, 56 (3), 55-68.
  • Crosby, L. A., Evans, K. R., ve Cowles, D. (1990). Relationship Quality in Services Selling: An Interpersonal Influence Perspective. Journal of Marketing, 54 (3), 68-81.
  • Diab, D. M. E., Mohammed, H. E., Mansour, E. H. ve Saad O. (2016). Investigating the İmpact of Key Dimensions of Service Quality On Customers’ Satisfaction and Loyalty: Evidences from the Restaurant İndustry in Sudan. Marketing and Branding Research, 3 (2), 153-165.
  • Fu, Y. Y. ve Parks, S. C. (2001). The Relationship between Restaurant Service Quality and Consumer Loyalty among The Elderly. Journal of Hospitality & Tourism Research, 25 (3), 320-336.
  • Grobelna, A. ve Marciszewska, B. (2013). Measurement of Service Quality in the Hotel Sector: The Case of Northern Poland. Journal of Hospitality Marketing & Management, 22 (3), 313-332.
  • Gupta, S., McLaughlin, E. ve Gomez, M. (2007). Guest Satisfaction and Restaurant Performance. Cornell Hotel and Restaurant Administration Quarterly, 48 (3), 284-298.
  • Gürbüz, S. ve Şahin, F. (2016). Sosyal Bilimlerde Araştırma Yöntemleri: Felsefe-Yöntem-Analiz. 3. Baskı. Seçkin Yayıncılık. Ankara.
  • Ha, J. ve Jang, S. S. (2010). Effects of Service Quality and Food Quality: The Moderating Role of Atmospherics in an Ethnic Restaurant Segment. International Journal of Hospitality Management, 29, 520-529.
  • Haghighi, M., Dorosti, A., Rahnama, A. ve Hoseinpour, A. (2012). Evaluation of Factors Affecting Customer Loyalty in the Restaurant Industry. African Journal of Business Management, 6 (14), 5039-5046.
  • Han, H. ve Ryu, K. (2012). Key Factors Driving Customers’ Wordof-Mouth Intentions in Full-Service Restaurants: The Moderating Role of Switching Costs. Cornell Hospitality Quarterly, 53 (2), 96-109.
  • Hwang, J. ve Ok, C. (2013). The Antecedents and Consequence of Consumer Attitudes toward Restaurant Brands: A Comparative Study between Casual and Fine Dining Restaurants. International Journal of Hospitality Management, 32, 121-131.
  • Hyun, S. S. (2010). Predictors of Relationship Quality and Loyalty in the Chain Restaurant Industry. Cornell Hospitality Quarterly, 51 (2), 251-267.
  • Jones, T. ve Taylor, S. F. (2007). The Conceptual Domain of Service Loyalty: How Many Dimensions?. Journal of Services Marketing, 21 (1), 36-51.
  • Kalaycı, Ş. (2016). SPSS Uygulamalı Çok Değişkenli İstatistik Teknikleri. 8. Baskı. Dinamik Akademi. Ankara. Kılıç, B. ve Kurnaz, A. (2012). Yiyecek İçecek İşletmelerinde Hizmet Kalitesinin Dineserv Modeli ile Ölçümü. Finans Politik & Ekonomik Yorumlar, 49 (564), 77-94.
  • Kim, W. G., Lee, Y. K. ve Yoo, Y. J. (2006). Predictors of Relationship Quality and Relationship Outcomes in Luxury Restaurants. Journal of Hospitality & Tourism Research, 30 (2), 143-169.
  • Namkung, Y. ve Jang, S. S. (2007). Does Food Qualıty Really Matter in Restaurants? Its Impact on Customer Satısfactıon and Behavıoral Intentions. Journal of Hospitality & Tourism Research, 31 (3), 387-410.
  • Oliver, R. L. (1999). Whence Consumer Loyalty?. Journal of Marketing, 63, 33-44.
  • Palmer, A. (2001). Principles of Service Marketing. McGraw-Hill, New York.
  • Parasuraman, A., Zeithaml, V. A. ve Berry, L. L. (1988). SERVQUAL: A Multiple-İtem Scale for Measuring Consumer Perceptions of Service Quality. Journal of Retailing, 64 (1), 14-40.
  • Parasuraman, A., Zeithaml, V. A., ve Berry, L. L. (1985). A Conceptual Model of Service Quality and Its Implications for Future Research. Journal of Marketing, 49 (3), 41-50.
  • Reichheld, F. F. (2001). How Today’s Leaders Build Lasting Relationships: Loyalty Rules!. Soundview Executive Book Summaries. Concordville, Pennsylvania.
  • Sabir, İ. R., Akhtar, N., Pervez, M. A. ve Rehman, A. (2014). Customer Satisfaction in the Restaurant Industry; Examining the Model in Local Industry Perspective. Journal of Asian Business Strategy, 4 (1), 18-31.
  • Selnes, F. (1993). An Examination of the Effect of Product Performance on Brand Reputation, Satisfaction and Loyalty. European Journal of Marketing, 27 (9), 19-35.
  • Shaikh U. A. A. ve Khan, N. U. R. (2011). Impact of Service Quality on Customer Satisfaction: Evidences from The Restaurant Industry in Pakistan. Management & Marketing, 9 (2), 343-355.
  • Stevens, P., Knutson, B. ve Patton, M. (1995). DINESERV: A Toll for Measuring Service Quality in Restaurant. Cornell Hotel Restaurant Administration Quarterly, 36, 56-60.
  • Tan, Q., Oriade, A. ve Fallon, P. (2014). Service Quality And Customer Satisfaction in Chınese Fast Food Sector: A Proposal For CFFRSERV. Advances in Hospitality and Tourism Research, 2 (1), 30-53.
  • Umath, B., Marwah, A. K. ve Soni, I. M. (2015). Measurement of Service Quality in Health Care Industry using Servqual Model: A Case of Select Hospitals. International Journal of Management and Social Sciences Research, 4 (1), 52-57.
  • Vanniarajan, T. (2009). Dineserv: A Tool for Measuring Service Quality in Restaurants. Journal of Marketing & Communication, 4 (3), 41-52.
  • Yüksel, A. ve Yüksel, F. (2002). Measurement of Tourist Satisfaction with Restaurant Services: A Segment-Based Approach. Journal of Vacation Marketing, 9 (1), 52-68.
  • Zafiropoulos, C. ve Vrana, V. (2010). Service Quality Assessment in a Greek Higher Education Institute. Journal of Business Economics and Management, 9 (1), 33-45.
  • Zeithaml, V. A. (1988). Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence. Journal of Marketing, 52 (3), 2-22.
  • Zeithaml, V. A. Berry, L. L. ve Parasuraman, A. (1996). The Behavioral Consequences of Service Quality. Journal of Marketing, 60 (2), 31-46.
There are 43 citations in total.

Details

Journal Section Karatekin İİBF
Authors

Yusuf Bilgin This is me

Önder Kethüda

Publication Date December 30, 2017
Published in Issue Year 2017 Volume: 7 Issue: 2

Cite

APA Bilgin, Y., & Kethüda, Ö. (2017). Restoran İşletmelerinde Hizmet Kalitesinin Müşteri Memnuniyetine ve Sadakatine Etkisi: Oba Restoran Örneği. Çankırı Karatekin Üniversitesi İktisadi Ve İdari Bilimler Fakültesi Dergisi, 7(2), 147-170. https://doi.org/10.18074/ckuiibfd.371995
AMA Bilgin Y, Kethüda Ö. Restoran İşletmelerinde Hizmet Kalitesinin Müşteri Memnuniyetine ve Sadakatine Etkisi: Oba Restoran Örneği. Çankırı Karatekin Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi. December 2017;7(2):147-170. doi:10.18074/ckuiibfd.371995
Chicago Bilgin, Yusuf, and Önder Kethüda. “Restoran İşletmelerinde Hizmet Kalitesinin Müşteri Memnuniyetine Ve Sadakatine Etkisi: Oba Restoran Örneği”. Çankırı Karatekin Üniversitesi İktisadi Ve İdari Bilimler Fakültesi Dergisi 7, no. 2 (December 2017): 147-70. https://doi.org/10.18074/ckuiibfd.371995.
EndNote Bilgin Y, Kethüda Ö (December 1, 2017) Restoran İşletmelerinde Hizmet Kalitesinin Müşteri Memnuniyetine ve Sadakatine Etkisi: Oba Restoran Örneği. Çankırı Karatekin Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi 7 2 147–170.
IEEE Y. Bilgin and Ö. Kethüda, “Restoran İşletmelerinde Hizmet Kalitesinin Müşteri Memnuniyetine ve Sadakatine Etkisi: Oba Restoran Örneği”, Çankırı Karatekin Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, vol. 7, no. 2, pp. 147–170, 2017, doi: 10.18074/ckuiibfd.371995.
ISNAD Bilgin, Yusuf - Kethüda, Önder. “Restoran İşletmelerinde Hizmet Kalitesinin Müşteri Memnuniyetine Ve Sadakatine Etkisi: Oba Restoran Örneği”. Çankırı Karatekin Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi 7/2 (December 2017), 147-170. https://doi.org/10.18074/ckuiibfd.371995.
JAMA Bilgin Y, Kethüda Ö. Restoran İşletmelerinde Hizmet Kalitesinin Müşteri Memnuniyetine ve Sadakatine Etkisi: Oba Restoran Örneği. Çankırı Karatekin Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi. 2017;7:147–170.
MLA Bilgin, Yusuf and Önder Kethüda. “Restoran İşletmelerinde Hizmet Kalitesinin Müşteri Memnuniyetine Ve Sadakatine Etkisi: Oba Restoran Örneği”. Çankırı Karatekin Üniversitesi İktisadi Ve İdari Bilimler Fakültesi Dergisi, vol. 7, no. 2, 2017, pp. 147-70, doi:10.18074/ckuiibfd.371995.
Vancouver Bilgin Y, Kethüda Ö. Restoran İşletmelerinde Hizmet Kalitesinin Müşteri Memnuniyetine ve Sadakatine Etkisi: Oba Restoran Örneği. Çankırı Karatekin Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi. 2017;7(2):147-70.