Restoran İşletmelerinde Hizmet Kalitesinin Müşteri Memnuniyetine ve Sadakatine Etkisi: Oba Restoran Örneği

Öz Bu araştırmanın amacı, restoran işletmelerinde hizmet kalitesinin müşteri memnuniyeti ve müşteri sadakati üzerindeki etkisini incelemektir. Buna ek olarak, araştırmada restoran işletmelerinde müşteri memnuniyetinin müşteri sadakatine etkisini ortaya koymak amaçlanmaktadır. Restoran işletmesinde hizmet kalitesi, DINESERV ölçüm modeli kullanılarak ölçülmüştür. Araştırmanın evrenini, Bartın’da faaliyet gösteren Oba restoran işletmesinin müşterileri oluşturmaktadır. Araştırmada nicel yöntem kullanılmış ve araştırma verileri, yüz yüze anket tekniğiyle toplanmıştır. Elde edilen veriler, SPSS 18.0 paket programı kullanılarak analiz edilmiştir. Analiz sonucunda, restoran işletmelerinde hizmet kalitesi boyutlarından fiziksel özellikler ve güven ve empati boyutlarının müşteri memnuniyeti üzerinde pozitif bir etkiye sahip olduğu buna karşın güvenilirlik ve heveslilik boyutlarının müşteri memnuniyeti üzerinde anlamlı bir etkisinin olmadığı belirlenmiştir. Buna ek olarak, restoran işletmesinde hizmet kalitesinin tüm boyutlarının ve müşteri memnuniyetinin müşteri sadakatini etkilediği tespit edilmiştir.

Anahtar Kelimeler:

Hizmet Kalitesi, Müşteri Memnuniyeti, Müşteri Sadakati

PDF

___

Zeithaml, V. A. Berry, L. L. ve Parasuraman, A. (1996). The Behavioral Consequences of Service Quality. Journal of Marketing, 60 (2), 31-46.
Zeithaml, V. A. (1988). Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence. Journal of Marketing, 52 (3), 2-22.
Zafiropoulos, C. ve Vrana, V. (2010). Service Quality Assessment in a Greek Higher Education Institute. Journal of Business Economics and Management, 9 (1), 33-45.
Yüksel, A. ve Yüksel, F. (2002). Measurement of Tourist Satisfaction with Restaurant Services: A Segment-Based Approach. Journal of Vacation Marketing, 9 (1), 52-68.
Vanniarajan, T. (2009). Dineserv: A Tool for Measuring Service Quality in Restaurants. Journal of Marketing & Communication, 4 (3), 41-52.
Umath, B., Marwah, A. K. ve Soni, I. M. (2015). Measurement of Service Quality in Health Care Industry using Servqual Model: A Case of Select Hospitals. International Journal of Management and Social Sciences Research, 4 (1), 52-57.
Tan, Q., Oriade, A. ve Fallon, P. (2014). Service Quality And Customer Satisfaction in Chınese Fast Food Sector: A Proposal For CFFRSERV. Advances in Hospitality and Tourism Research, 2 (1), 30-53.
Stevens, P., Knutson, B. ve Patton, M. (1995). DINESERV: A Toll for Measuring Service Quality in Restaurant. Cornell Hotel Restaurant Administration Quarterly, 36, 56-60.
Shaikh U. A. A. ve Khan, N. U. R. (2011). Impact of Service Quality on Customer Satisfaction: Evidences from The Restaurant Industry in Pakistan. Management & Marketing, 9 (2), 343-355.
Selnes, F. (1993). An Examination of the Effect of Product Performance on Brand Reputation, Satisfaction and Loyalty. European Journal of Marketing, 27 (9), 19-35.
Sabir, İ. R., Akhtar, N., Pervez, M. A. ve Rehman, A. (2014). Customer Satisfaction in the Restaurant Industry; Examining the Model in Local Industry Perspective. Journal of Asian Business Strategy, 4 (1), 18-31.
Reichheld, F. F. (2001). How Today’s Leaders Build Lasting Relationships: Loyalty Rules!. Soundview Executive Book Summaries. Concordville, Pennsylvania.
Parasuraman, A., Zeithaml, V. A., ve Berry, L. L. (1985). A Conceptual Model of Service Quality and Its Implications for Future Research. Journal of Marketing, 49 (3), 41-50.
Parasuraman, A., Zeithaml, V. A. ve Berry, L. L. (1988). SERVQUAL: A Multiple-İtem Scale for Measuring Consumer Perceptions of Service Quality. Journal of Retailing, 64 (1), 14-40.
Palmer, A. (2001). Principles of Service Marketing. McGraw-Hill, New York.
Oliver, R. L. (1999). Whence Consumer Loyalty?. Journal of Marketing, 63, 33-44.
Namkung, Y. ve Jang, S. S. (2007). Does Food Qualıty Really Matter in Restaurants? Its Impact on Customer Satısfactıon and Behavıoral Intentions. Journal of Hospitality & Tourism Research, 31 (3), 387-410.
Mittal, B. ve W. M. Lassar. (1998). Why do Customers Switch? The Dynamics of Satisfaction versus Loyalty. Journal of Services Marketing, 12 (3), 177-194.
Markovic, S., Raspor, S. ve Dorcic, J. (2011). What are the Key Dimensions of Restaurant Service Quality? An Empirical Study in the City Restaurant Settings. Sustainable Tourism: Socio-Cultural, Environmental and Economics Impact, 235-249.
Markovic, S., Komsic, J. ve Stifanic, M. (2013). Measuring Service Quality in City Restaurant Settings Using DINESERV Scale. http://www.wseas.us/elibrary/conferences/2013/Dubrovnik/MATREFC/MATREFC-27.pdf. Son erişim tarihi: 14.04.2017.
Liu, Y. ve Jang, S. S. (2009). Perceptions of Chinese Restaurants in the U.S.: What Affects Customer Satisfaction and Behavioral Intentions?. International Journal of Hospitality Management, 28, 338-348.
Lee, S. (2004). College Student's Perception and Preference of Brand Name Food Services in University Dining Operations. Unpublished Master Thesis. Oklahoma State University, Stillwater.
Lam, S. Y., Shankar, V., Erramilli, M. K., ve Murthy, B. (2004) Customer Value, Satisfaction, Loyalty, and Switching Costs: An Illustration from a Businessto-Business Service Context. Journal of the Academy of Marketing Science, 32 (3), 293-311.
Lai, I. K. W. (2015). The Roles of Value, Satisfaction, and Commitment in the Effect of Service Quality on Customer Loyalty in Hong Kong–Style Tea Restaurants. Cornell Hospitality Quarterly, 56 (1), 118-138.
Kivela, J., Inbakaran, R. ve Reece, J. (1999). Consumer Research in the Restaurant Environment, Part 1: A Conceptual Model of Dining Satisfaction and Return Patronage. International Journal of Contemporary Hospitality Management, 11 (5), 205-222.
Kitapcı, O. (2008). Restoran Hizmetlerinde Müşteri Şikâyet Davranışları: Sivas İlinde Bir Uygulama. Erciyes Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 31, 111-120.
Kim, W. G., Ng, C. Y. N. ve Kim, Y. (2009). Influence of Institutional DINESERV on Customer Satisfaction, Return Intention, and Word-ofMouth. International Journal of Hospitality Management, 28, 10-17.
Kim, W. G., Lee, Y. K. ve Yoo, Y. J. (2006). Predictors of Relationship Quality and Relationship Outcomes in Luxury Restaurants. Journal of Hospitality & Tourism Research, 30 (2), 143-169.
Kılıç, B. ve Kurnaz, A. (2012). Yiyecek İçecek İşletmelerinde Hizmet Kalitesinin Dineserv Modeli ile Ölçümü. Finans Politik & Ekonomik Yorumlar, 49 (564), 77-94.
Kalaycı, Ş. (2016). SPSS Uygulamalı Çok Değişkenli İstatistik Teknikleri. 8. Baskı. Dinamik Akademi. Ankara.
Jones, T. ve Taylor, S. F. (2007). The Conceptual Domain of Service Loyalty: How Many Dimensions?. Journal of Services Marketing, 21 (1), 36-51.
Hyun, S. S. (2010). Predictors of Relationship Quality and Loyalty in the Chain Restaurant Industry. Cornell Hospitality Quarterly, 51 (2), 251-267.
Hwang, J. ve Ok, C. (2013). The Antecedents and Consequence of Consumer Attitudes toward Restaurant Brands: A Comparative Study between Casual and Fine Dining Restaurants. International Journal of Hospitality Management, 32, 121-131.
Han, H. ve Ryu, K. (2012). Key Factors Driving Customers’ Wordof-Mouth Intentions in Full-Service Restaurants: The Moderating Role of Switching Costs. Cornell Hospitality Quarterly, 53 (2), 96-109.
Haghighi, M., Dorosti, A., Rahnama, A. ve Hoseinpour, A. (2012). Evaluation of Factors Affecting Customer Loyalty in the Restaurant Industry. African Journal of Business Management, 6 (14), 5039-5046.
Ha, J. ve Jang, S. S. (2010). Effects of Service Quality and Food Quality: The Moderating Role of Atmospherics in an Ethnic Restaurant Segment. International Journal of Hospitality Management, 29, 520-529.
Gürbüz, S. ve Şahin, F. (2016). Sosyal Bilimlerde Araştırma Yöntemleri: FelsefeYöntem-Analiz. 3. Baskı. Seçkin Yayıncılık. Ankara.
Gupta, S., McLaughlin, E. ve Gomez, M. (2007). Guest Satisfaction and Restaurant Performance. Cornell Hotel and Restaurant Administration Quarterly, 48 (3), 284-298.
Grobelna, A. ve Marciszewska, B. (2013). Measurement of Service Quality in the Hotel Sector: The Case of Northern Poland. Journal of Hospitality Marketing & Management, 22 (3), 313-332.
Fu, Y. Y. ve Parks, S. C. (2001). The Relationship between Restaurant Service Quality and Consumer Loyalty among The Elderly. Journal of Hospitality & Tourism Research, 25 (3), 320-336.
Diab, D. M. E., Mohammed, H. E., Mansour, E. H. ve Saad O. (2016). Investigating the İmpact of Key Dimensions of Service Quality On Customers’ Satisfaction and Loyalty: Evidences from the Restaurant İndustry in Sudan. Marketing and Branding Research, 3 (2), 153-165.
Crosby, L. A., Evans, K. R., ve Cowles, D. (1990). Relationship Quality in Services Selling: An Interpersonal Influence Perspective. Journal of Marketing, 54 (3), 68-81.
Cronin, J. J. ve Taylor, S. A. (1992). Measuring Service Quality: A Reexamination and Extension. Journal of Marketing, 56 (3), 55-68.
Clark, M. A. ve Wood, R. C. (1998). Consumer Loyalty in the Restaurant İndustry-A Preliminary Exploration of the Issues. International Journal of Contemporary Hospitality Management, 10 (4), 139-144.
Chow, I. H., Lau, V. P., Lo, T. W., Sha, Z. ve Yun, H. (2007). Service Quality in Restaurant Operations in China: Decision- and Experiential-Oriented Perspectives. Hospitality Management, 26, 698-710.
Chen, J. L. (2016). The Relationship among Service Quality, Relationship Quality, and Customer Loyalty for Chain Restaurant Industry. International Journal of Marketing Studies, 8 (3), 33-42.
Buttle, F. (1996). SERVQUAL: Review, Critique, Research Agenda. European Journal of Marketing, 30 (1), 8-32.
Bucak, T. ve Turan, Ö. (2016). Restoranlarda Hizmet Kalitesinin Misafir Memnuniyetine Etkisi: Çanakkale Merkezinde Bir Araştırma. International Journal of Social Science, 49 (1), 287-304.
Blythe, J. (2005). Essential of Marketing. Third Edition. Pearson Education. London.
Bloemer, J., Ruyter, K. ve Wetzels, M. (1999). Linking Perceived Service Quality and Service Loyalty: a Multi-Dimensional Perspective. European Journal of Marketing, 33 (11/12), 1082-1106.
Barber, N., Goodman R. J. ve Goh, B. K. (2011). Restaurant Consumers Repeat Patronage: A Service Quality Concern. International Journal of Hospitality Management, 30, 329-336.
Baldinger, A. L. ve Rubinson, J. (1996). Brand Loyalty: The Link between Attitude and Behaviour. Journal of Advertising Research, 36 (6), 22-34.
Andaleeb, S. S. ve Conway, C. (2006). Customer Satisfaction in the Restaurant Industry: an Examination of the Transaction-Specific Model. Journal of Services Marketing, 20 (1), 3-11.
Albayrak, A. (2013). Restoran İşletmelerinde Müşteri Şikâyetleri ve Şikayete İlişkin Davranışlar. PARADOKS Ekonomi, Sosyoloji ve Politika Dergisi, 9 (2), 24-51.