BAHATTİN ÖZDEMİR, Gökhan YILMAZ, OSMAN ÇALIŞKAN

Bireysel ve Davranışsal Faktörlerin Restoran Müşterilerinin Şikâyet Etme Niyetlerine Etkisi

Bu araştırma bireysel ve davranışsal faktörlerin restoran müşterilerinin şikâyet etme niyetlerine etkisini incelemeyi amaçlamaktadır. Alanyazın taramasının ardından davranışsal faktörler olarak planlı davranış kuramının temel değişkenleri (tutum, öznel normlar ve algılanan davranışsal kontrol); bireysel faktörler olarak da enformasyon düzeyi ve kendini önemseme inceleme kapsamına alınmıştır. İstanbulda yapılan çalışmada 582 kişiye soru form- ları dağıtılmış; eksik doldurulan ve uç değerler nedeniyle elenen soru formları olmasından dolayı 375 adet soru formu değerlendirmeye alınmıştır. Doğrulayıcı faktör analiziyle ölçüm modelinin uygunluğu belirlendikten sonra araştırma modelinde yer alan beş hipotez yapısal eşitlik modeli ile test edilmiştir. Hipotezlerin tamamı araştırma bulgularından destek bulabilmiştir ve araştırma bulguları tutum, algılanan davranışsal kontrol, öznel normlar, ken- dini önemseme ve enformasyon düzeyinin restoranlarda müşterilerin şikâyet etmeye ilişkin niyetlerini belirleyen faktörler olduğunu göstermiştir. Çalışma uygulamacılar ve ileriki araştırmalar için öneriler ile sonuçlandırılmıştır.

The Effects of Behavioral and Individual Factors on Restaurant Customers Intention to Complain

This study aims at exploring the effects of behavioral and individual factors on restaurant customers intentions to complain. Relying on the prior research, the current paper operationalized the variables of planned behavior theory (attitudes, subjective norms, and perceived behavioral control) as behavioral factors whereas information level and self-importance were included into the model as the representatives of individual factors. Questionnaires were administered to 582 participants in İstanbul. After elimination of questionnaires which were not completed or contained extreme values, remaining 375 questionnaires were further analyzed. First, a confirmatory factor analysis was conducted to evaluate the measurement model. Second, five hypotheses of the research were tested by using structural equation modeling. The findings supported all the hypotheses. Specifically, the research revea- led that attitude, subjective norms, perceived behavioral control, self-importance, and information level were good predictors of restaurant customers intention to complain. Study concluded with recommendations for practice and future research. ,

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