AHMET TAYFUN, ATINÇ OLCAY, Şerife YAZGAN PEKTAŞ, Buse ÇETİ

Yöresel Restoranlarda Yemek Yiyen Müşterilerin Restoran Hakkındaki Algılamaları, Tutumları ve Tekrar Satın Alma Niyetleri Üzerine Ampirik Bir Çalışma

Amaç – Bu çalışmada, yöresel restoranlarda yemek yiyen müşterilerin yemek yedikleri restoranlar hakkındaki algılamalarının tutum ve tekrar satın alma niyetine etkisini ortaya koymak amaçlanmaktadır. Yöntem – Araştırmanın evrenini, Gaziantep’te faaliyet gösteren turizm işletme belgeli restoranlarda yemek yiyen müşteriler oluşturmaktadır. Bu kapsamda 2018 yılının Aralık ayında tesadüfi olmayan örnekleme yöntemlerinden kolayda örnekleme yöntemi ile 650 adet anket formu dağıtılmış, uygulanan anket formlarından 580 geçerli anket elde edilmiştir. Elde edilen veriler, korelasyon ve regresyon gibi istatistiksel analizler uygulanarak yorumlanmıştır. Bulgular – Araştırmanın sonucunda, algılanan değerin üç boyutlu (algılanan fonksiyonel değer, prestij değer ve sembolik değer) bir yapıya sahip olduğu görülmüştür. Algılanan değerin alt boyutları ile tutum ve tekrar satın alma niyeti arasında anlamlı ve olumlu ilişkilerin olduğu tespit edilmiştir. Algılanan değerin tüm boyutlarının tekrar satın alma niyeti üzerinde etkisi olduğu görülürken tutum üzerinde ise yalnızca iki boyutunun (fonksiyonel ve prestij) etkisi olduğu sonucuna ulaşılmıştır. Tartışma – Bu çalışmada, yöresel restoranların tercih edilmesinde restoranların sofistike ve estetik açıdan çekici olması ile sunulan hizmetin özenli olmasının tüketicilerde yöresel restoranlara karşı olumlu tutumun oluşmasına sebep olduğu tespit edilmiştir. Bununla birlikte tüketicilerin yöresel restoranlarda yemek yemeyi harcanan paraya değer görmeleri, yöresel restoranlarda yemek yemenin ödenen miktarın karşılığını verdiğini ve yüksek fiyat ödemeye değer olduğunu düşünmeleri yöresel restoranlarda yemek yemenin hoş, keyifli, güzel ve arzu edilir olarak değerlendirilmesini sağlamaktadır. Ayrıca yöresel restoranlarda yemek yemenin sosyal statünün sembolü olarak kabul edildiğinin, kendini ifade etmeye ve kendi kimliğini iletmeye yardımcı olduğunun ifade edilmesine karşın tutum üzerinde bir etkisi olmadığı sonucuna ulaşılmıştır. Çalışmada teorik ve uygulamaya yönelik önerilerin araştırmacılara ve uygulayıcılara katkı sağlayacağı düşünülmektedir.

(An Empirical Study on Perceptions, Attitudes and Repurchase Intentions of Customers Dining in Local Restaurants)

Purpose – In this study, it is aimed to reveal the effect of the perceptions of the customers who eat in the local restaurants about the restaurants they eat, on the attitude and repurchase intention. Design/methodology/approach – The population of the study consists from customers dining in restaurants with Tourism Management Certificate in Gaziantep. In this context, in December 2018, 650 questionnaires were distributed by using convenience sampling method which is one of the non-random sampling method and 580 valid questionnaires were obtained. The data obtained were interpreted by applying statistical analyzes such as correlation and regression. Findings: As a result of the study, it is seen that perceived value has a three dimensional structure (perceived functional value, prestige value and symbolic value). It was determined that there is a significant and positive relationships between the sub-dimensions of perceived value, attitude and repurchase intention. While it was observed that all dimensions of perceived value have an effect on repurchase intention, it was concluded that only two dimensions (functional and prestige) have an effect on attitude.Discussion – In this study, it was determined that the sophisticated and aesthetic appeal of the restaurants and the carefulness of the service provided in the preference of the local restaurants lead to a positive attitude towards the local restaurants in consumers. However, consumers see the value of the money they spend, they think that it is worth the amount paid and it is worth to pay high price to eat in the local restaurants is considered pleasant, beautiful and desirable. In addition, although it was stated that eating in local restaurants was accepted as a symbol of social status, it helped to express himself and to convey his identity, it was concluded that there was no effect on attitude. It is thought that the theoretical and practical suggestions will contribute to the researchers and practitioners.

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