Hava Limanı Restoranlarında Hizmet Kalitesinin Önem Performans Analiziyle Değerlendirilmesi

Günümüzde gelirlerdeki artış, kentleşme, çalışma ve eğitim sebebiyle azalan zaman gibi sebeplerden dolayı restoranlarda yemek yiyenlerin ve buna bağlı olarak da restoranların sayısı da her geçen gün artmıştır. Dolayısıyla restoran işletmeleri için müşterilerin istek ve beklentilerini karşılamaları ve kaliteli hizmet sunmaları hayatta kalabilmeleri için son derece önemlidir. Bu nedenle, bu çalışmanın amacı, müşterilerin restoranlardan bekledikleri kalite ile algıladıkları kalite arasındaki farkı ve dolayısıyla hizmet kalitelerini ortaya koymaktır. Çalışma kapsamına İstanbul Atatürk Hava Limanı'nda bulunan sekiz hızlı yemek işletmesi alınmıştır Şubat-Mayıs 2014 tarihleri arasında yürütülen çalışmada veriler anket tekniği ile toplanmış ve çalışmaya 321 restoran müşterisi katılmıştır. Verilerin analizi için, frekans tablolarından, t testinden yararlanılmıştı. Çalışma sonuçlarına göre hava limanı restoranlarında müşterilerin bazı hizmet kalitesi boyutlarını kaliteli olarak nitelendirdikleri bazı boyutların kalitesini ise yetersiz buldukları saptanmıştır.

Service Quality Assessment of an Airport Restaurants Using Important Performance Analyze

In today's, because of some reasons such as increase in disposable income, urbanization and decreasing time due to the education and work increase number of people eating in restaurants and depend of this, number of restaurant has increased with every passing day. That's why ıt's vitally important for a restaurant to meet the demands and expectations of customers and offer quality service for the survival. Therefore, the aim of this study was to identify gap between customers' demands and expectation and correspondingly service quality in Turkish airline restaurants. Eight fast food restaurants in Istanbul Atatürk Airline were selected for this study. Questionnaires were used to collect data and 321 airline restaurant costumer responded to the questionnaire distributed between the months of February and May in 2014. For data analysis, frequency tables and t test were used. According to the results, when customers identify some service quality dimensions are sufficient, they identify other service quality dimensions inadequate.

PDF

___

Anderson, E. W., Sullivan, M. (1993). "The antecedents and consequences of customer satisfaction for fırms", Marketing Science, Vol. 12, No.2, 125--143.
Babin B. J. Hardesty D. M. Suter, T. (2003 ). "Color and shopping intentions: The intervening effect of price fairness and perceived affect", Journal of Business Research, Vol.56, 541 551
Baker, D. A., Crompton, J. L., (2000). Quality, satisfaction, and behavioral intention", Annals of Tourism Research, Vol.27, No.3, 785--804.
Barbas, S. (2002). "Just like home: Home cooking and the domestication of the American restaurant", Gastrononıica, Vol.2, 43--52.
Barber, N., Goodman, R. J. Goh. B. K. (2011). "Restaurant consumers repeat patronage: service quality concern", International Journal of Hospitality Management, Vol.30, 329--336.
Barber, N., Scarcelli, J. (2010). "Enhancing the assessment of tangible service quality through the creation of cleanliness measurement scale", Measuring Service Quality, Vol.20, No.1, 46--69.
Bell, S. J., Auh, S. &Smalley, K. (2005). "Customer relationship dynamics: service quality and customer loyalty in the context of varying levels of customer expertise and switching costs", Journal of the Academy of Marketing Science, Vol.33, No.2, 169--183.
Bell R. &Pliner P. L. (2003). "Time to eat: the relationship between the number of people eating and meal duration in three lunch settings", Appetite, Vol.41, 215--18
Bitner, M. J. (1992). "Service scapes: the impact of physical surroundings on customers and employees", Journal of Marketing Vol.56 (April), 57--71.
Bhattcharya, A.& Friedman, H. H., (2001). "Using smart Pricing to increase profits and maximize customer satisfaction",The National Public Accountant, Vol.46, No.6, 34-37.
Brady, M. K. &Cronin Jr,J .J (2001). "Some new thoughts on conceptualizing perceived service quality: hierarchical approach", Journal of Marketing, Vol.65, 34,49.
Brady, M. K., Robertson, C. J. (2001). "Searching for consensus on the antecedent role of service quality and satisfaction: and exploratory cross-national study", Journal of Business Research 51, 53--60.
Bojanic, D.C. Rosen, L.D. (1994). "Measuring service quality in restaurants: An application of the SERVQUAL instrument", Hospitality Research Journal, Vol.18, No.1, 4-14.
Bougoure, U. S., Neu, M. K. (2010). "Service quality in the Malaysian fast food industry: An examination using DINESER ", Services Marketing Quarterly, Vol.31, 194--212.
Bouranta, N., Chiritis, L. Paravantis J. (2009) "The Relationship Between Internal and External Service Quality", International Journal of Contemporary Hospitality Management, Vol.21, No.3, 275-293.
Burmann, C., Konig, V. (2011). "Does internal brand management really drive brand commitment in shared-service call centers?", Journal of Brand Management, Vol.18, No.6, 374--393.
Burgers, A., Ruyter, K., Keen, C. Streukens, S. (2000). "Customer expectation dimensions of voice-to-voice service encounters: scale-development study", International Journal of Service Industry Management, Vol.11, No.2, 142--161.
Caldwell C, Hibbert S. A. (2002). "The influence of music tempo and musical preference on restaurant patrons' behavior", Psychol. Mark, Vol.19, 895--917.
Chow, I. H., Lau, V. P., Lo, T. W., Sha, Z. Yun, H. (2007). "Service quality in restaurant operations in China: decision- and experiential-oriented perspectives", International Journal of Hospitality Management, Vol.26, No.3, 698--710.
Clark, M. A. Wood, R. C. (1999), "Consumer loyalty in the restaurant industry: preliminary exploration ofthe issue", British Food Journal,Vol.101,No.4,317-326.
Cronin, J. J. Taylor, S. A. (1992). "Measuring service quality: reexamination and extension", Journal of Marketing, Vol.56, 55--67.
Denning, C. S. (2000). "Employee and Customer Perceptions of Service Quality: Look at India", Current Psychology, Vol.19, No.4, 292-300.
Devlet Hava Meydanları İşletmesi Genel Müdürlüğü. (20 3). http://www.ataturk.dhmi.gov.tr/havaalanlari/istatistik.aspx?hv=1#.U4i3E02KDIU Dick, A., Chakravarti, D. Biehal, G. (1990). "Inferences during consumer choice", Journal of Consumer Research, Vol. 17 (June), 82--93.
Douglas, L. Connor R. (2003). "Attitudes the Service Quality: The Expectation Gap", Nutrition&Food Science, Vol.33, No.4, 165-172.
Duke, C. R. Persia, M. A. (1996). "Consumer-defmed dimensions for the escorted tour industry segment: Expectations, satisfactions and importance", Journal of Travel and Tourism Marketing, Vol.5, No.1/2, 77--99.
Evans, M. R. Chon, K. S. (1989). "Formulating and evaluating tourism policy using importance-performance analysis", Hospitality Education and Research Journal, Vol.13, 203--213.
Fang, E., Palmatier, R. W. Grewal, R. (2011). "Effects of customer and innovation asset configuration strategies on firm performance", Journal of Marketing Research, Vol.48, No.3, 587--602.
Fornell, C. (1992). "A national customer satisfaction barometer: The Swedish experience", Journal of Marketing, Vol.56, No.1, 6--21.
Garbarimo, E. Johnson, M. S. (1999). "The different roles of satisfaction, trust and Commitment in Customer Relationships", Journal of Marketing Research, Vol.63, No.2, 70-87.
Gordon, E.(1992)."1992 annual CREST report",Restaurants USA,Vol. 12, No.10,39--40.
Gronroos, C. (1994). "From marketing mix to relationship marketing: Towards paradigm shift in marketing", Management Decision, Vol.32, No.2, 4-20.
Gupta, A. Chen, I. (1995). "Service quality: Implications for management development", International Journal of Quality Reliability Management, Vol.12, No.7, 28--35.
Han, H., Ryu, K. (2009). "The roles of the physical environment, price perception, and customer satisfaction in determining customer loyalty in the restaurant industry", Journal of Hospitality Tourism Research, Vol.33, No.4, 487--5 10.
Heung, V. C. S., Wong, Y. M. Qu, H. (2000). "Airport-restaurant service quality in hong kong: an application of SERVQUAL". Cornell Hotel and Restaurant Administration Quarterly, Vol.86, No.41, 86-96
Huang, C. H., Smith, K. (2010). "Consumer socialization in the western quick service restaurants", Asia Pacific Management Review, Vol.15, No.3, 435--45 1.
Insch, G. S. McBride, J. B, (2004). "The impact of country-of-origin on consumer perceptions of product quality: binational test of the decomposed country- oforigin construct", Journal of Business Research Vol.57, 256--265.
Iwarere, H. T. Fakokunde, T. O. (2011). "Consumers' perception of product and service quality and price in the Nigerian fast food industry: case of selected outlets in Ekiti State, Nigeria", European Journal of Social Sciences, Vol.19, No.2, 198--207.
Iyengar, S. S., Lepper, M. R. (2000). "When choice is demotivating: can one have too much of good thing?", Journal of Personality and Social Psychology, Vol.79, No.6, 995--1006.
Jin, N., Lee, S. Gopalan, R. (2012). "How do individual personality traits (D) influence perceived satisfaction with service for college students (C) in casual restaurant setting (I)?: The CID fiamework",. Journal of Hospitality Marketing Management, Vol.21, No.6, 591--616.
Jin, N., Line, N. D. Goh, B. (2013). "Experientialvvalue, relationship quality, and customer loyalty in full-service restaurants: the moderating role of gender", Journal of Hospitality Marketing Management, Vol.22, No.7, 679-700.
Juwaheer, Thanika Devi. (2004). "Exploring international tourists' perceptions of hotel operations by using modified servqual approach-a case study in Mauritius", Managing Service Quality, Vol.14, No.5, 350-364.
Kang, S., Okamoto, N. Donowan HA. (2004). "Service quality and its effect on customer satisfaction and customer behavioral intentions: hotel and ryokan guests in Japan", Asia Pacific Journal of Tourism Research, Vol.9, No.2, 189-202.
Kim, H. J., McCahon, C. Miller, J. (2003) "Assessing service quality in korean casual-dining restaurants using DINESER ", Journal of Foodservice Business Research, Vol.6, No.1, 67-86.
Kim, W. G., Ng, C. Y. N. and Kim, Y. (2008). "Influence of institutional DINESERV on customer satisfaction, return intention and word-of-mouth", International Journal of Hospitality Management, Vol.28, No. 1, 10--17.
Kim, J. H., Tavitiyaman, P. Kim, W. G. (2009). "The effect of management commitment to service on employee service behaviors: the mediating role of job satisfaction", Journal Of Hospitality Tourism Research, Vol.33, No.3, 369-390.
Kim, H. J., McCahon, C. Miller, J. (2014). "Assessing service quality in korean casual-dining restaurants using DINESER ", Journal of Foodservice Business Research, Vol.6, No.1, 67-86.
Kivela, J., Inbakaran, R. Reece, J. (2000). "Consumer research in the restaurant environment. Part 3. Analysis, findings and conclusions". International Journal of Contemporary Hospitality Management, Vol. 12, No. 1, 13--30 Kültür ve Turizm Bakanlığı. (2014). http://yigm.kulturturizm.gov.tr/TR,9860/turizmbelgeli-tesisler.html._Erisim Tarihi: 22.05.2014
Ladhari, R., Brun, I. Morales, M. (2008). "Determinants of dining satisfaction and post-dining behavioral intentions", International Journal of Hospitality Management, Vol.27, No.(4), 568-573.
Lam, T., Zhang, Q. H. (1999). "A study of service quality: The case of travel agencies in Hong Kong", Tourism Management, Vol.20, No.3, 341--349.
Lee, Y.L. Hing, N. (1995). "Measuring quality in restaurant operations: An application of the SERVQUAL instrument". International Journal of Hospitality Management, Vol.14, No.3/4, 293-310.
Lee, S., Kim,Y., Hemmington, N. Yun, D. (2004). "Competitive service quality improvement (CSQI): case study in the fast-food industry", Food Service Technology, Vol.4, 75--84.
Levy, H. M., (1993). Comparative Study of Management's Perception of Front Desk Service Quality at Casino and Non-Casino Hotels, Master dissertation, University of Nevada, U.S.A.
Lockyer, T. (2003). "Hotel cleanliness: how do guests view it? Let us get specific. New Zealand study", Hospitality Management, Vol.22, 297--305.
Ma, E., Qu, H. &Njite, D. (2011). "U.S. Customer Perceptions Toward Chinese Restaurant Service Quality: An Importance and Performance Approach", Journal of Foodservice Business Research, Vol.14, No.3, 290-308.
Malhotra, N., Mukherjee, A. (2004). "The relative influence of organizational commitment and job satisfaction on service quality of customer-contact employees in banking call centers", Journal of Services Marketing, Vol.18, No.3, 162--174.
Martilla, J. A., James, J. C. (1977). "Importance-Performance Analysis", Journal of Marketing, Vol. 41, No.1, 77--79.
Mattila, A. S. Wirtz, J. (2001). "Congruency of scent and music as driver of in-store evaluations and behavior", Journal of Retailing, Vol.77, No.), 273--289.
Mei, Amy Wong Ooi, Dean, Alison M. White, Christopher J. (1999). "Analyzing Service Quality in the Hospitality Industry", Managing Service Quality, Vol.9, No.2, 136-143.
Murray R. (1987). "The effects of consuming carbohydrate-electrolyte beverages on gastric emptying and fluid absorption during and following exercise". Sports Med, Vol.4, 322--51.
Namasivayam, K. Mattila, A. S. (2007). "Accounting for the joint effects of the servicescape and service exchange on consumer's satisfaction evaluations", Journal of Hospitality and Tourism Research, Vol.31, No.1, 3--18.
Namkung, Y. Jang, S. (2007). "Does food quality really matter in restaurant: its impact of customer satisfaction and behavioral intentions?", Journal of Hospitality and Tourism Research, Vol.31, No.3, 387--410.
Namkung, Y. Jang, S. C. (2008). "Are highly satisfied restaurant customers really different? quality perception perspective" International Journal of Contemporary Hospitality Management, Vol.20, 142--151.
Nikolich, M. A. Sparks, B. A. (1995). "The hospitality service encounter: the role of communication", Journal of Hospitality and Tourism Research, Vol.19, No.2, 43-- 56.
North, A. C. Hargreaves, D. J. (1996). "The effects of music on responses to dining area", J. Environ. Psychol, Vol.24, 55--64.
Oh, M. Jeong, M. (1996). "Improving marketers" predictive power of customer satisfaction on expectation-based target market levels", Hospitality Research Journal, Vol.19, No.4, 65-85
Ok, C., Back, K. Shanklin, C. W. (2006). "Dimensional roles of justice on post recovery overall satisfaction and behavioral intentions: Test of casual dining experiences", Journal of Foodservice Business Research, Vol.8, No.3, 3--22.
Oliver, R. L. (1981). "Measurement and evaluation of satisfaction processes in retail setting". Journal of Retailing, Vol.57(Fall), 25--48.
Olsen, SO. (2002). Comparative evaluation and the relationship between quality, satisfaction, and repurchase loyalty. Journal of the Academy of MarketingScience 30 (3), 240--249.
Olorunniwo, F., Hsu M. K. Udo, G. J. (2006). "Service quality, customer satisfaction, and behavioral intentions in the service factory", Journal of Services Marketing, Vol.20, No.1, 59-72.
Oubre, J.J. Brown, D.M. (2009). "Stakeholder service perspectives: triadic analysis of service quality in South Mississippi fine-dining restaurants", Journal of Hospitality and Tourism Research, No.2, 193-210.
Oyewole, P. (1999). "Multi-attribute dimensions of service quality in the fast food restaurant industry", Journal of Restaurant and Foodservice Marketing, Vol.3, No.3/4, 65--91.
Parasuraman, A., Zeithaml, V.A. Berry, L.L. (1985)." conceptual model of service quality and its implications for filture research", Journal of Marketing, Vol.49(Fa11), 41--50.
Parasuraman, A., Zeithaml, V.A. and Berry, L.L. (1988). "SERVQUAL--A multipleitem scale for measuring consumer perceptions of service quality", Journal of Retailing, Vol.64, No.1, 12--40.
Parasuraman, A., Zeithaml, V.A. and Berry, L.L. (1994). "Alternative scales for measuring service quality: comparative assessment based on psychometric and diagnostic criteria", Journal of Retailing, Vol.70, No.3, 201--230.
Peccei, R. Partice R. (1997). "The antecedents of employee commitment to customer service: evidence flom the UK", The International Journal of Human Resource Management, Vol.8, No.1, 66-86.
Pettijohn, L. S., Pettijohn, C. E. Luke, R. (1997). "An evaluation of fast food restaurant satisfaction: determinants, competitive comparisons and impact on future patronage", Journal of Restaurant and Foodservice Marketing, Vol.2, No.3, 3--20.
Polyorat, K. Sophonsiri, S. (2010). "The influence of serv1ce quality d1mens1ons on customer satisfaction and customer loyalty in the chain restaurant context: tha1 case", Journal of Global Business and Technology, Vol.6, No.2, 64-76.
Raajpoot, N. (2002). "Tangserv: multiple item scale for measuring tangible quality in food service industry", Journal of Foodservice Business Research, Vol.5, No.2, 109--127.
Ragneskog, H., Brane, G., Karlsson, I. Kihlgren, M. (1996). "Influence of dinner music on food intake and symptoms common in dementia", Scand. J. Caring Sci. Vol.10, 11--17
Ryu, K. and Jang, S. (2007). "The effect of environmental perceptions on behavioral intentions through emotions: the case of upscale restaurants", Journal of Hospitality and Tourism Research, Vol.31, No. 1, 56--72.
Ryu, K. Jang, S. (2008). "The influence of the physical environment on customer emotions and behavioral intentions: the application of modified Mehrabian-- Russell model", The Service Industries Journal, Vol.28, No.8, 1151--1165.
Salazar, A., Costa, Jorge. Rita, P. (2010). service quality evaluation scale for the hospitality sector: dimensions, attributes and behavioral intentions. Worldwide Hospitality and Tourism Themes, (4), 383-397.
Saez, A. C. A., Fuentes, M. Montes, L. F. (2007). "service quality measurement in rural accommodation", Annals of Tourism Research, Vol.34, No. 1, 45-65
Santos, J. (2002). "From intangibility to tangibility on service quality perceptions: comparison study between consumers and service providers in four service industry", Managing Service Quality, Vol.12, No.5 292-302.
Soliman, A., A. Alzaid, A. (2002). "Service quality in Riyadh's Elite Hotels: measurement and evaluation", Journal of King Saudi University Administrative Science, Vol.14, No.2, 83-103.
Soriano, D. R. (2002). Customers" expectations factors in restaurants: The situation in Spain", International Journal of Quality Reliability Management, Turning the tables", Cornell Hotel and Restaurant Administration Quarterly, Vol.19, No.8/9, 1055-1067.
Stephani K. A. R. (1999). "Turning the tables", Cornell Hotel and Restaurant Administration Quarterly, Vol.40, No.3, 56-63.
Stevens, P., Knutson, B., Patton, M. (1995). Dineserv: tool for measuring service quality in restaurants. Cornell Hotell and Restaurant Administration Quarterly, 36(2), 56--60.
Stewart H. Hope C. Muhlemann A. (1998). "professional service quality step beyond other services?", Journal of retailing and Consumer Services, Vol.5, No.4, 209-222.
Sulek, J. M. Hensley, R. L. (2004). Relative importance of food, atmosphere and fairness of wait", Cornell Hotel and Restaurant Administration Quarterly, Vol.45, No.3, 235-247.
Susskind, A. M. Chan, E. K. (2000). "How restaurant features affect check averages", Cornell Hotel and Restaurant Administration Quarterly, Vol.42, No.6, 6--63.
Syed, Saad Andaleeb and Canolyn Conway, (2006), "Customer satisfaction in the restaurant industry: an examination of the transaction specific model", Journal of Marketing, Vol.20, No.1, 3-11
Tam, W.Y. &Yung, N. L.A. (2003). Managing customer for value in catering industry (fast food) in Hong Kong. MBA thesis, The Chinese University of Hong Kong.
Tavmergen, l.P. (2002). Turizm Sektöründe Kalite Yönetimi, Seçkin Yayıncılık, Ankara.
Taylor, S. Baker, T. (1994). "An assessment of the relationship between service quality and customer satisfaction in the formation of consumers' purchase intentions", Journal of Retailing, Vol.70, No.2, 163--178.
Teas, R. K. Agarwal, S. (2000). "The effects of extrinsic product cues on consumers" perceptions of quality, sacrifice, and value", Journal of Academy of Marketing Science Vol.28, No.2, 278--290.
Qu, H. (1998). "Determinant factors and choice intention for Chinese restaurant dining--A multivariate approach" Journal of Restaurant and Foodservice Marketing, Vol.2, No.2, 35--49.
Qu, H. (1997). Determinant factors and choice intention for Chinese restaurant dining: multivariate approach. Journal of Restaurant and Foodservice Marketing, 2(2), 35- 49.
Yazıcıoğlu, Y. Erdoğan, S. (2004). SPSS Uygulamalı Bilimsel Araştırma Yöntemleri, Detay Yaymcılık, Ankara. Vandenberghe, C., Bentein, K., Michon, R., Chebat, J. C., Tremblay, M., Fils, J. F.
(2007). "An examination of the role of perceived support and employee commitment in employee- customer encounters", Journal of Applied Psychology, Vol.92, No.4, 1177--1187.
Wakefield, K. L., Blodgett, J. G. (1994). T"he importance of servicescapes in leisure service settings", Journal of Services Marketing, Vol.8, No.3, 66--76.
Wall, E.A. Berry, L.L. (2007). "The combined effects of the physical environment and employee behavior on customer perception of restaurant service quality", Cornell Hotel and Restaurant Administration Quarterly, Vol.48, No. 1, 59--69.
Walls, A. R., Okumuş, F., Wang, Y. R., Kwun, D. J. W. (2011). "An epistemological view of consumer experiences", International Journal of Hospitality Management, Vol.30, No.1, 10--21.
Wu, C. H. Liang, R. D. (2009). Effect of experiential value on customer satisfaction with service encounters in luxury-hotel restaurants. International Journal of Hospitality Management, Vol.28, No.4, 586--593
Wu, H. (2013). "An Empirical Study of the Effects of Service Quality, Perceived Value, Corporate Image, and Customer Satisfaction on Behavioral Intentions in the Taiwan Quick Service Restaurant Industry", Journal of Quality Assurance in Hospitality Tourism, Vol.14, No.4, 364,390.
Yelkur, R. Chakrabarty, S. (2006). "Gender differences in service quality expectations in the fast food industry". Services Marketing Quarterly, Vol.27, No.4, 141--151.
Y11d1r1m, K. Başkaya, Akalin A.& Hidayetoğlu, M. L. (2007). "Effects of indoor color on mood and cognitive performance", Building and Environment. Vol.42, 3233- 3240.
Yüksel, A. Yüksel, F. (2002). "Measurement of tourist satisfaction with restaurant services: segment based approach", Journal of Vacation Marketing, Vol.9, No. 1, 52-68.
Zeithaml,V. A. (1988). "Consumer perceptions of price, quality, and values: meansend model and synthesis of evidence", Journal of Marketing, July, 2-22.
Zeithaml, V. A., Leonard B. A. Parasuraman (1996). "The behavioral consequences of service quality", Journal of Marketing, Vol:60, April 1996.
Zins, A. (2001). "Relative attitudes and commitment in customer loyalty models: some experiences in the commercial airline industry". International Journal of Service Industry, Vol.12, No.3, 269-294.