Yiyecek Deneyiminin Müşteri Memnuniyeti ve Davranışsal Niyetine Etkisi

Yıl 2018, Cilt: 10 Sayı: 18, 377 - 397, 04.06.2018

Reyhan Arslan Ayazlar , Gamze Gün

Öz

Bu
çalışmanın amacı tüketicilerin yiyecek deneyiminin memnuniyet ve davranışsal
niyetleri üzerindeki etkisini incelemektir. İstanbul’da faaliyet gösteren lüks
restoranlarda yiyecek deneyimi yaşamış bireylerden 395 anket elde edilmiştir.
Araştırmada önerilen modelde yer alan kavramlar arası ilişkileri analiz etmek
amacıyla yapısal eşitlik modellemesinden yararlanılmıştır. Araştırma
bulgularına göre tüketicilerin olumlu düzeyde yiyecek deneyimleri, memnuniyeti
de olumlu yönde etkilemektedir. Restoran müşterilerinin memnuniyeti ise onların
davranışsal niyetlerini anlamlı bir şekilde etkilemektedir. Bu çalışma ile
restoran işletmeciliği alanında tüketici memnuniyeti ve davranışsal niyeti
olumlu şekilde etkileyen unsurlar hakkında katkı sağlanması beklenmektedir.

Anahtar Kelimeler

Yiyecek deneyimi, memnuniyet, davranışsal niyet, restoran işletmeleri, dinescape.

The Effect of Food Experience on Customer Satisfaction and Behavioral Intention

Öz

This study aims to investigate the effects
of customers’ food experience on their satisfaction and behavioral intentions.
A total of 395 questionnaires were gathered from customers who have a food
experience in luxury restaurants in Istanbul. Structural equation model was
benefited to test the relationships among constructs in the proposed model.
According to the results, positive food experience affect customer satisfaction
in a luxury restaurant, in turn, their behavioral intention. It is expected to
contribute positive factors affecting customer satisfaction and behavioral
intention in restaurant field.

Anahtar Kelimeler

Food experience, satisfaction, behavioral intention, restaurants, dinescape

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