Tüketici Pişmanlığının Müşteri Tatmini ve Davranışsal Niyet Üzerindeki Etkisi: Restoran Müşterileri Üzerine Bir Araştırma

Bu araştırmada, tüketici pişmanlığının, müşteri tatmini ve davranışsal niyet üzerindeki etkisi incelenmektedir. Araştırmanın örneklem grubunu Gaziantep’te restoranları deneyimleyen ve bu deneyimin sonucunda pişmanlık yaşayan müşteriler oluşturmaktadır. Çalışmada kolayda örnekleme yöntemine göre 435 anket veri analiz için uygun bulunmuştur. Toplanan veriler Smart PLS 3 (Partial Least Squares) programıyla analiz edilmiş ve araştırmaya ilişkin kullanılan ölçeklerin yapı, ayrım ve uyum geçerlilikleri test edilmiştir. Araştırma sonuçlarına göre, pişmanlığın müşteri tatmini üzerinde negatif yönde anlamlı bir etkisinin olduğu tespit edilmiştir. Ayrıca pişmanlığın davranışsal niyet üzerinde negatif yönde anlamlı bir etkisinin olduğu belirlenmiştir. Son olarak gerçekleştirilen analizler neticesinde müşteri tatmini ile davranışsal niyet arasında ki etkinin de pozitif yönde anlamlı olduğu tespit edilmiştir.

The Effect of Consumer Regret on Customer Satisfaction and Behavioral Intention:A Research on Restaurant Customers

This research examines the effect of consumer regret on customer satisfaction and behavioral intention. The sample group of the research consists of customers who experienced restaurants in Gaziantep and regretted as a result of this experience. In the study, 435 questionnaires were found suitable for data analysis according to the convenience sampling method. The collected data were analyzed with Smart PLS 3 (Partial Least Squares) program and the structure, distinction and compliance validity of the scales used in the research were tested. According to the results of the research, it has been determined that regret has a significant negative effect on customer satisfaction. In addition, it was determined that regret has a significant negative effect on behavioral intention. Finally, as a result of the analyzes performed, it has been determined that the effect between customer satisfaction and behavioral intention is also positively significant.

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