Etnik Restoranlarda Marka Değeri Oluşturulması: İstanbul Örneği

Yıl 2020, Cilt: 19 Sayı: 3, 1386 - 1401, 01.07.2020

Ömer Yavuz , Muammer Mesci

https://doi.org/10.21547/jss.663535

Cited By: 2

Öz

Bu araştırmanın amacı, etnik restoranları yönetici perspektifinden değerlendirerek marka değeri algılarının belirlenmesidir. Nitel araştırma yönteminin kullanıldığı çalışmada araştırmanın verileri, görüşme tekniği ile elde edilmiş ve elde edilen veriler betimsel analiz aracılığı ile analiz edilmiştir. Araştırma evrenini İstanbul’da faaliyet gösteren etnik restoranlar oluşturmaktadır. Bu bağlamda İstanbul ilinde bulunan 15 farklı etnik restoran yöneticisi ile yüz yüze görüşme yapılmıştır. Araştırma sonucunda etnik restoranların marka değerini yükseltmeleri için işletme reklamlarına odaklandıkları ve marka imajının müşteriler üzerindeki etkisini artırabilmeleri için özel gün promosyonları ve sosyal sorumluluk projelerinde rol alma gibi stratejiler izledikleri belirlenmiştir. Bununla birlikte müşterilerin markaya olan bağlılıklarının sürdürülebilirliği için yöneticilerin algılanan marka ve kalite standartlarını aynı seviyede tutmaya özen gösterdikleri sonucuna ulaşılmıştır.

Anahtar Kelimeler

istanbul, marka değeri, etnik restoran

Ethnic Restaurants in Brand Value Creation: The Case of Istanbul

Öz

The aim of this research is to determine the perceptions of brand value by evaluating ethnic restaurants from a manager perspective. In the study in which qualitative research method was used, the data of the research were obtained by interview technique and the data obtained were analyzed through descriptive analysis. The research universe consists of ethnic restaurants operating in Istanbul. In this context, face to face interviews were held with 15 different ethnic restaurant managers in Istanbul. As a result of the research, it is determined that ethnic restaurants focus on business advertisements to increase brand value and follow strategies such as special day promotions and taking part in social responsibility projects in order to increase the impact of brand image on customers. In addition, it was concluded that managers take care to keep the perceived brand and quality standards at the same level for the sustainability of customers' loyalty to the brand.

Anahtar Kelimeler

Istanbul, ethnic restaurant, brand value

Kaynakça

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