Eda YAŞA ÖZELTÜRKAY, Ümit DOĞRUL, Ahmet Hilmi ÖZELTÜRKAY

FAST FOOD RESTORANLARINI ZİYARET EDEN TÜKETİCİLERİN TEKRAR ZİYARETLERİNE ETKİ EDEN FAKTÖRLERİN BELİRLENMESİ: ÜNİVERSİTE ÖĞRENCİLERİ ÜZERİNE PİLOT BİR ÇALIŞMA

Son yıllarda fast food sektörü oldukça hızlı bir biçimde büyümekte ve sektör içindeki rekabeti artış göstermektedir. Rekabetin artması sektördeki işletmelerin, tüketicilerin beklentilerini analiz edip bu beklentileri oldukça daha etkin halde karşılaması zorunluluğunu bununla beraber getirmiştir. Bu çalışmanın amacı fast food tüketicilerinin fast food restoranlarından elde ettikleri tatmini etkileyen faktörleri belirlemektir. Ayrıca çalışmada bu faktörlerin restoranı yine ziyaret etme niyetleri üstünde tatminin aracılık görevi de belirlenmeye çalışılmıştır. Bu kapsamda 223 kişiye anket uygulanmış ve çalışma hipotezleri yapısal eşitlik modellemesi kullanılarak test edilmiştir. Aracılık hipotezleri sobel testi ile test edilmiştir. Elde edilen sonuçlara göre, restoranın fiziki imkânlarının, hizmet ve ürün kalitesinin ve fiyat performans düzeyi algısı fast food restorandan elde edilmiş tatmini etkilemektedir. Aracılık analizi sonuçlarına göre ise, bu dört faktörün restoranı tekrar ziyaret etme niyeti üstünde tatminin aracılık etkisi vardır.

DETERMINING THE FACTORS THAT AFFECT CONSUMERS’ REVISITING INTENTION TO FAST FOOD RESTAURANTS: A PILOT STUDY WITH UNIVERSITY STUDENTS

The fast-food sector has been rising very fast in recent years and competition has been increasing. Growing rivalry has made it important for companies in the sector to evaluate customer preferences and satisfy these expectations even more effectively. The purpose of this study is to explore the factors that influence fast food customer satisfaction in fast food restaurants Furthermore, it was attempted to expose the mediation function of satisfaction with the purpose of these variables to visit the restaurant again. 223 individuals were surveyed and research hypotheses were examined using structural equation modeling in this context. The mediation theories were tested using the Sobel test. Based on the results obtained, the perception of the restaurant's physical infrastructure, service and product quality and price performance level affect the satisfaction obtained from the fast-food restaurant. According to the findings of the mediation analysis, there is an indirect impact of satisfying these four variables on the willingness to visit the restaurant again.

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