TÜKETİCİLERİN KAFE VE LOKANTA TERCİHLERİNİN BELİRLENMESİNE YÖNELİK BİR UYGULAMA

Year 2022, Volume: 18 Issue: 3, 972 - 1005, 30.09.2022

Nu Khanh Tram Ton Hatice Dilara Keskin , Arzu Kalın

https://doi.org/10.17130/ijmeb.1032709

Abstract

Bu çalışmanın amacı, tüketicilerin kafe ve lokanta tercihlerini etkileyen faktörleri belirlemektir. Çalışmada, Trabzon’un Ortahisar ilçesindeki kafe ve lokantalara gelen tüketicilere anket uygulanması planlanmıştır. Fakat bu mekânların bir kısmı anket uygulamasına izin vermediği ve bir kısmı da Covid-19 salgını nedeniyle kapalı olduğu için araştırma, 5 kafe ve 4 lokanta olmak üzere toplam 9 mekân ile sınırlandırılmıştır. Bu bağlamda, Trabzon ilinde yer alan 9 kafe ve lokantanın 411 müşterisine yüzyüze ve çevrimiçi ortamda anket uygulanarak veriler toplanmıştır. İstatistiksel yöntem olarak tanımlayıcı analiz, açıklayıcı faktör analizi ve çoklu doğrusal regresyon analizi kullanılmıştır. Çalışmada servis, yemek kalitesi ve temizlik, imaj, konum ve uygunluk faktörlerinin tüketicilerin kafe ve lokanta tercihleri üzerinde önemli ölçüde etkili olduğu sonucuna varılmıştır. Atmosfer, ambiyans, fiyat ve menü çeşitliliği faktörlerinin ise tüketicilerin kafe ve lokanta tercihleri üzerinde etkili olmadığı tespit edilmiştir. Bu çalışmanın, kafe ve lokanta sahipleri veya yöneticileri için yararlı olacağı ve bu konuyla ilgili çalışma yapmak isteyen araştırmacılara da yol göstereceği düşünülmektedir.

Keywords

Tüketici tercihi, Kafe ve lokanta, Regresyon analizi

AN APPLICATION TO DETERMINE THE CONSUMERS’ CAFE AND RESTAURANT PREFERENCES

Abstract

The aim of this study is to determine the factors affecting the cafe and restaurant preferences of consumers. In the study, it was planned to apply a questionnaire to the consumers who come to the cafes and restaurants in Ortahisar district of Trabzon. However, since some of these venues do not allow surveys and some are closed due to the Covid-19 outbreak, the research was limited to 9 venues: including 5 cafés and 4 restaurants. In this context, data were collected by applying face-to-face and online questionnaires to 411 customers of 9 cafes and restaurants in Trabzon. Descriptive analysis, explanatory factor analysis and multiple linear regression analysis were used as statistical methods. In the study, it was concluded that the factors of service, food quality and cleanliness, image, location and convenience have a significant effect on the consumers’cafe and restaurant preferences. Atmosphere, ambiance, price and menu variety were not effective on the consumers’ cafe and restaurant preferences. This study will be useful for café and restaurant owners or managers and guide researchers who want to work on this subject.

Keywords

Consumer preference, Cafe and restaurant, Regression analysis

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