Selma MEYDAN UYGUR, Kemal Gürkan KÜÇÜKERGİN

Fast-Food Restoranlarda Bireyselleştirme, Müşteri Tatmini, Minnettarlık ve Tekrar Satın Alma Eğilimi Arasındaki İlişki: Tekrar Satın Alma Eğiliminde Ataletin Farklılaştırıcı Etkisi

Bu araştırmada, fast-food restoranlarda bireyselleştirme faaliyetlerinin müşteri tatmini ve minnettarlık üzerinde etkisi araştırılmıştır. Bunu takiben müşteri tatmini ve minnettarlığın tekrar satın alma eğilimi üzerindeki etkisi araştırılmıştır. Ayrıca tekrar satın alma eğiliminin orta çıkmasında ataletin farklılaştırıcı etkisi de araştırılmıştır. Bu amaçların gerçekleştirilmesi için Ankara’nın Gölbaşı ilçesinde yer alan iki adet fast-food restoranın müşterilerinden anket formu aracılığı ile veri toplanmıştır. Toplamda 386 adet kullanılabilir anket elde edilmiştir. Analizler sonucunda; bireyselleştirmenin müşteri tatmini ve minnettarlık üzerinde, minnettarlık ve müşteri tatmininin de tekrar satın alma eğilimi üzerinde olumlu yönde etkilerinin olduğu gözlenmiştir. Müşteri tatmini ve tekrar satın alma eğilimi arasındaki ilişki için ataletin farklılaştırıcı etkisi tespit edilmemiştir. Fakat minnettarlık ve tekrar satın alma eğilimi arasındaki ilişki incelendiğinde bu ilişkinin düşük atalet düzeyindeki grup için daha güçlü olduğu tespit edilmiştir

Anahtar Kelimeler:

Bireyselleştirme, müşteri tatmini, minnettarlık, tekrar satın alma eğilimi, atalet, fast-food restoranlar

The Relationship Between Customization, Customer Satisfaction, Gratitude and Repurchase Intention in The Fast Food Restaurants: The Moderating Eff ect of Inertia on Repurchase Intention

In this research, the eff ect of customization in fast-food restaurants on consumer satisfaction and gratitude was investigated. Following, the eff ect of consumer satisfaction and gratitude on repurchase intention was examined. Besides, moderating eff ect of inertia on repurchase intention was explored. To this end, data was collected through a questionnaire in two fast-food restaurant in Gölbaşı, Ankara. The study took into consideration 386 questionnaires. Results of the research indicate that, customization had positive eff ect on consumer satisfaction and gratitude. Additionally, consumer satisfaction and gratitude had positive eff ect on repruchase intention. There was no signifi cant moderating eff ect of inertia on the relationship between consumer satisfaction and repurchase intention. But, when the relationship between gratitude and repurchase intention was investigated, the relationship was stronger for the group with low inertia

Keywords:

Customization, customer satisfaction, gratitude, repurchase intention, inertia, fast-food restaurants,

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