ONLINE GIDA SİPARİŞİNİ ANLAMAK: MÜŞTERİ MEMNUNİYETİNDE SÜREÇ NASIL SONUÇLANIR

Bu çalışmanın amacı online yemek siparişinde müşteri memnuniyeti ve davranışsal niyetlerini etkileyen faktörleri incelemektir. Bu amaçla belirlenen faktörlerin etkisini araştırmak üzere kavramsal bir araştırma modeli oluşturulmuş ve söz konusu faktörler literatürdeki mevcut çalışmalar doğrultusunda belirlenmiştir. Çalışmada nicel araştırma yöntemi izlenilmiş ve önerilen hipotezlerin test edilmesinde regresyon analizi kullanılmıştır. Analiz sonuçları, web sitesi, yemek kalitesi ve teslimat faktörlerinin müşteri memnuniyetini ve gelecekteki davranışsal niyetlerini pozitif yönde etkilediğini doğrulamıştır.

UNDERSTANDING ONLINE FOOD ORDERING: HOW THE PROCESS RESULTS IN SATISFACTION OF THE CUSTOMERS

The purpose of this study is to understand which factors affect customer satisfaction as well asfuture behavioral intention in online food ordering. A conceptual model was developed to assessthe effect of factors on customer satisfaction. The dimensions of online service quality areidentified through existing literature. The study employed a quantitative research designcollecting data via convenience sampling. Data were analyzed by regression model to test theproposed hypotheses. The results show that website quality, delivery, and food quality explainthe satisfaction of customers for online food ordering, which, in turn positively affects futurebehavioral intentions.

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