Kurumsal İtibarın Yiyecek-İçecek İşletmeleri İmajı Üzerindeki Etkisinde Müşterilerin Hijyen Algılarının Rolü

Yiyecek-içecek işletmeleri için müşterilerin itibar, hijyen ve imaj algıları önemli bir yere sahiptir. Yiyecek-içecek işletmeleri uzun süreli faaliyetler sonucunda müşterilerinin zihninde, olumlu kurumsal itibar algısı sağlayabilir. Olumlu kurumsal itibar algısı sağlayan işletmelerin müşterileri, işletmeye güven duyacakları için, hijyen koşullarına ilişkin olumlu algı geliştirebilirler. Bunun yanında olumlu kurumsal itibar algısı, kısa sürede oluşan ve olumlu veya olumsuz koşullardan hızlı etkilenen işletme imajını da etkilemektedir. Bu çalışmanın amacı yukarıda belirtilen ilişkide hijyen koşullarının aracı rolünü belirlemektir. Araştırmanın evrenini yiyecek-içecek işletmelerinden hizmet alan müşteriler oluşturmaktadır. Çalışma sürecinde evrenden 527 kişi anket formunu doldurmuştur. Araştırmada nicel araştırma yaklaşımı benimsenmiştir. Bu doğrultuda anket tekniği kullanılarak veriler toplanmıştır. Elde edilen veriler process makro uygulaması kullanılarak analiz edilmiştir. Yapılan analizler sonucunda kurumsal itibar algısının, hijyen koşullarını ve işletme imajını algılamada etkili olduğu tespit edilmiştir. Ayrıca kurumsal itibar algısının işletme imajı algısı üzerindeki etkisinde hijyen koşularının aracı rolü olduğu tespit edilmiştir.

The Role of Customers' Perceptions of Hygiene in the Impact of Corporate Reputation on the Image of Food and Beverage Businesses

Reputation, hygiene and image perceptions of customers have an important place for food and beverage businesses. Food and beverage businesses can provide a positive perception of corporate reputation in the minds of their customers as a result of long-term activities. Customers of businesses that provide a positive perception of corporate reputation can develop a positive perception of hygiene conditions as they will trust the business. In addition, the perception of positive corporate reputation also affects the image of the business, which is formed in a short time and is quickly affected by positive or negative conditions. The aim of this study is to determine the mediating role of hygiene conditions in the above-mentioned relationship. The universe of the research consists of customers who receive service from food and beverage businesses. During the study process, 527 people from the universe filled out the questionnaire. Quantitative research approach was adopted in the study. In this direction, data were collected using the questionnaire technique. The obtained data were analyzed using the process macro application. As a result of the analysis, it has been determined that the perception of corporate reputation is effective in perceiving hygiene conditions and business image. In addition, it has been determined that hygiene conditions have a mediating role in the effect of corporate reputation perception on business image perception.

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