RESTORAN ZİNCİRLERİ İÇİN ENTEGRE BİR PERFORMANS ÖLÇÜM ÇERÇEVESİ: İSTANBUL'DA BİR VAKA ÇALIŞMASI

Yıl 2022, Cilt: 33 Sayı: 3, 484 - 499, 31.12.2022

Ayşe Pınarbaşı , Umut Aydın , Melis Almula Karadayı , Hakan Tozan

https://doi.org/10.46465/endustrimuhendisligi.1087736

Cited By: 1

Öz

Rekabetçi bir piyasada faaliyet göstermeye devam eden şirketler, rekabetçi kalabilmek için kaynaklarını en verimli şekilde kullanmaya çalışırlar. Artan müşteri geri bildirimleri ile birlikte, aynı pazarda rekabet eden çok sayıda firma nedeniyle, müşteri ihtiyaç ve isteklerini doğru analiz etmek ve beklentilere uygun hizmet üretmek giderek daha önemli hale geldi ve bu durum özellikle gıda hizmetleri endüstrisinde rekabette ön planda olmak için önemlidir. Yiyecek hizmeti işletmelerine yönelik sürekli değişen talep, faiz ve karşılaştırılabilir ücretlerin düzenlenmesindeki zorluk, rekabet ortamı ve kur artışları nedeniyle bu sektörde riskler ve belirsizlikler bulunmaktadır. Tüm bu koşullar ışığında restoranlar, performanslarını etkin bir şekilde ölçmek ve analiz etmek için çok yönlü bir araca ihtiyaç duyarlar. Bu nedenle, bu çalışma, İstanbul'da et lokantası, kebap ve köfte-döner olmak üzere üç kategoriye ayrılmış 15 bayinin performansını analiz etmek için Temel Bileşen Analizi (PCA) ve Kategorik Veri Zarflama Analizini (CAT-DEA) birleştirmektedir. Sonuçlar, her bir kategorinin yalnızca bir verimli restorana sahip olduğunu ve on beş bayiden toplamda üç bayinin verimli olduğunu göstermektedir. Önerilen CAT-DEA tabanlı yaklaşıma ek olarak, yemek hizmeti endüstrisinde restoran performansı ile çeşitli çevresel faktörler (veya ilgili göstergeler) arasındaki bağlantıyı araştırmak için üç araştırma hipotezi oluşturulmuş ve analiz edilmiştir.

Anahtar Kelimeler

Kategorik VZA, Boyut İndirgeme, Temel Bileşenler Analizi, Performans Ölçme, Restaurantlar, Categorical DEA, Dimension Reduction, Principal Component Analysis (PCA), Performance Measurement, Restaurants.

AN INTEGRATED PERFORMANCE MEASUREMENT FRAMEWORK FOR RESTAURANT CHAINS: A CASE STUDY IN ISTANBUL

Öz

Companies that continue to operate in a competitive market strive the most efficient use of their resources in order to remain competitive. Nowadays, with increasing customer feedback, properly analyzing customer needs and requests and producing services in accordance with expectations have become increasingly important due to the large number of companies competing in the same market, and this is especially important to be at the forefront of competitors in the food services industry. There are risks and uncertainties owing to the continuously changing demand for food service enterprises, the difficulty to regulate interest and comparable charges, the competitive environment, and currency rate hikes. In light of all of these circumstances, restaurants require a versatile tool to effectively measure and analyze their performance. Therefore, this study combines Principal Component Analysis (PCA) and Categorical Data Envelopment Analysis (CAT-DEA) to analyze the performance of 15 dealers in Istanbul, divided into three categories: steakhouse, kebab, and meatball-doner. The results demonstrate that each category has just one efficient restaurant, for a total of three efficient restaurants out of fifteen. In addition to the suggested CAT-DEA-based framework, three research hypotheses are constructed and analyzed to investigate the link between restaurant performance and various environmental factors (or relevant indicators) in the food service industry. 

Anahtar Kelimeler

Categorical DEA, Dimension Reduction, Principal Component Analysis (PCA), Performance Measurement, Restaurants.

Kaynakça

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