Restoran İşletmelerinde Hizmet Kalitesi, Müşteri Memnuniyeti ve Müşteri Sadakatinin Ağızdan Ağıza Pazarlamaya Etkisi

Bu araştırmanın amacı, restoran işletmelerinde hizmet kalitesi, müşteri memnuniyeti ve müşteri sadakatinin ağızdan ağıza pazarlamaya etkisini incelemektir. Araştırmanın evrenini, Amasra destinasyonunda faaliyet gösteren balık restoranları oluşturmaktadır. Araştırma verileri, anket tekniği kullanılarak edilmiştir. Elde edilen veriler, Lisrel 8.7 paket programı kullanılarak analiz edilmiştir. Analiz sonucunda, restoran işletmelerinde müşteri memnuniyetinin ağızdan ağıza pazarlamayı hizmet kalitesinden ve müşteri sadakatinden daha fazla etkilediği belirlenmiştir. Buna ek olarak, restoran işletmelerinde hizmet kalitesi bileşenlerinden çıktı kalitesinin müşteri memnuniyetini, fiziksel çevre kalitesinin ise müşteri sadakatini daha fazla etkilediği tespit edilmiştir. Araştırmada ayrıca, restoran işletmelerinde müşteri memnuniyetinin müşteri sadakatini yüksek düzeyde pozitif yönlü etkilediği saptanmıştır

The Effect of Service Quality, Customer Satisfaction and Customer Loyalty on Word of Mouth Marketing in Restaurants

The aim of this research is to examine the effect of service quality, customer satisfaction and customer loyalty on the word of mouth marketing in restaurant businesses. The research population consists of the seafood restaurants operating in the Amasra destination. Research data was collected using a questionnaire technique. The obtained data were analyzed using the Lisle 8.7 packet program. As a result of the analysis, it has been determined that customer satisfaction in restaurant businesses has more influence on word of mouth marketing than service quality and customer loyalty. In addition, it is determined that while output quality which is component of service quality have more effect upon customer satisfaction, on the other hand the quality of the physical environment further affects customer loyalty. The findings also revealed that customer satisfaction had a positive impact on customer loyalty at high level in restaurant businesses

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