Restoran Deneyiminden Memnuniyet Potansiyelinin Belirlenmesinde “Gülez Yöntemi” nin Kullanılmasına Yönelik Bir Model Önerisi

Bu çalışma, restoranların tüketiciyi memnun etme potansiyelini somut olarak ortaya koyacak bir yöntem geliştirilmesini amaçlamaktadır. Bu doğrultuda öncelikle restoran deneyiminden memnuniyeti etkileyen faktörler, ilgili literatür yardımıyla ortaya koyulmaya çalışılmıştır. Gerçekleştirilen literatür taramasında, tüketicilerin restoran deneyiminden memnuniyetlerini belirleyen faktörlerin, yiyecek ile ilgili faktörler, hizmet ile ilgili faktörler, atmosfer ile ilgili faktörler ve kolaylık başlığı altında yer alabilecek diğer faktörler olmak üzere gruplandırıldığı görülmüştür. Söz konusu faktörlere dahil olan çeşitli özellikler, literatürde yer alan konu ile ilgili çalışmalarda ele alınma sıklığına bağlı olarak sıralanmıştır. İlk olarak Gülez (1990) tarafından orman içi rekreasyon potansiyelinin belirlenmesine ilişkin oluşturulan modelin, söz konusu faktörlere yönelik memnuniyet düzeylerinin belirlenebilmesi amacıyla uyarlanmasıyla, bir restoranın tüketicileri memnun etme potansiyelini belirlemek için kullanılabilecek bir yöntem ortaya koyulması hedeflenmiştir. Böylece, tüketicilerin restoranların yaşattığı deneyimden memnuniyetleri analiz edilerek, sözü geçen restoranların tüketici memnuniyeti yaratma potansiyeli başlığı altında somut bir değer elde edilmesi sağlanabilecektir. Çalışmadan elde edilen bulgular, restoran deneyiminden memnuniyet potansiyelini belirlemek üzere oluşturulan modelde yer alan faktörlerin, ilgili literatürü yansıtma kapasitesine sahip olduğunu göstermekte, ayrıca modelin bu doğrultuda kullanılabilmesi adına sahip olduğu avantaj ve dezavantajlar ortaya koyulmaktadır. Bununla birlikte oluşturulan modelin bir restoranın tüketiciyi memnun etme potansiyeline dair somut verileri ortaya koymaktaki başarısının, modelin gelecek çalışmalarda restoran ziyaretçilerinden elde edilecek verilerin test edilmesiyle, etkin bir şekilde değerlendirilebileceği de ortaya koyulmaktadır.

A Model Proposal for The Use of "Gülez Method" in Determining Satisfaction Potential from Restaurant Experience

This study aims to develop a method that will concretely reveal the potential of restaurants to satisfy the consumer. In the literature review, it was seen that the factors determining the satisfaction of consumers with the restaurant experience were grouped as food-related factors, service-related factors, atmosphere-related factors and other factors that could be included under the heading of convenience. Various factors included in the aforementioned titles are listed depending on the frequency of being addressed in studies on the subject in the literature. Firstly, the model created by Gülez (1990) to determine the recreation potential in the forest was adapted to determine the satisfaction levels for these factors. Thus, by analyzing the satisfaction of the consumers from the restaurant experience, it aimed to create a concrete value under the heading of the potential of the restaurants to create consumer satisfaction. Within the scope of the study, it was evaluated that the factors in the model created to determine the potential of satisfaction from the restaurant experience have the capacity to reflect the relevant literature. In addition, the advantages and disadvantages of the model are revealed. In addition, it is also revealed that the success of the model can be evaluated effectively by future studies, testing the data obtained from restaurant visitors.

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