Hizmet Kalitesi ve Müşteri Tatmininin Tekrar Satın Alma Niyetine Etkisi: Z Kuşağı Kahve Dükkânı Müşterileri Üzerine Bir Araştırma

Son yıllarda hem dünyada hem de ülkemizde kahve işletmeleri popüler tüketim kültürünün odağı haline gelmektedir. Bu işletmeler sundukları hızlı ilişki ve uygun fiyatlar ile çoğunlukla "genç " tüketici grubu tarafından tercih edilmektedirler. Söz konusu bu genç tüketici grubu pazarlama ve tüketici davranışı açısından güncel araştırma konuları arasında yer almakta ve Z kuşağı tüketiciler olarak adlandırılmaktadır. Araştırmanın amacı Z kuşağı bireylerde hizmet kalitesi ve müşteri tatmininin tekrar satın alma niyetine etkilerini incelemektir. Araştırmanın amacı doğrultusunda Çanakkale kent merkezinde yer alan iki adet Starbucks kahve dükkanından ürün satın alan 621 Z kuşağı tüketiciye anket uygulanmıştır. Anketlerden elde edilen veriler SmartPLS 3.3.3. istatistik paket programı kullanılarak analiz edilmiştir. Araştırma sonucunda hizmet kalitesinin müşteri tatminini ve tekrar satın alma niyetini olumlu yönde etkilediği ortaya çıkmıştır. Benzer biçimde müşteri tatmininin de tekrar satın alma niyetini olumlu yönde etkilediği ve hizmet kalitesi ile tekrar satın alma niyetini arasındaki ilişkide aracılık rolü oynadığı saptanmıştır.

The Effect of Service Quality and Customer Satisfaction on Repurchase Intention: A Study on Generation Z Coffee Shop Customers

In recent years, coffee businesses have become the focus of popular consumption culture both in the world and in our country. These businesses are mostly preferred by the "young" consumer group with their fast relations and affordable prices. This young consumer group is called Generation Z consumers and among the current research topics in terms of marketing and consumer behavior. The study aims to examine the effects of service quality and customer satisfaction on repurchase intention in Generation Z individuals. In line with this purpose, a questionnaire was applied to 621 Generation Z consumers who purchased products from two Starbucks coffee shops in Çanakkale city center. Data from surveys were analyzed by SmartPLS 3.3.3. statistical package program. As a result of the research, it was revealed that service quality positively affected customer satisfaction and repurchase intention. Similarly, it has been determined that customer satisfaction positively affects repurchase intention and plays a mediating role in the relationship between service quality and repurchase intention.

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