Fast Food Restoranlarda Fiziksel Çevre, Fiyat Algısı ve Tekrar Satın Alma Eğilimi Arasındaki İlişki

Fiziksel çevre, müşterilerin restoranlara ilişkin verecekleri tepkilerinde belirleyici bir unsurdur. Bu yüzden, bu çalışmada fast food restoranlar kapsamında fiziksel çevre unsurlarının fiyat algılamasına, fiyat algılamasının da tekrar satın alma niyetine olan etkisinin belirlenmesi amaçlanmıştır. Çalışmanın araştırma alanı İzmir ile sınırlandırılmıştır. Belirtilen amaçlarla İzmir ilinde ikamet eden kişilerden 468 adet kullanılabilir anket elde edilmiştir. Elde edilen veriler yapısal eşitlik modeli ile analize tabi tutulmuştur. Fiziki çevrenin bir boyutu olan dekorasyonun fiyat algısı üzerindeki etkisi anlamsız olarak gözlemlenmişken, fiziki çevrenin diğer iki boyutunu oluşturan düzenin ve ambiyansın fiyat algısı üzerindeki etkisi olumlu yönde ve anlamlı çıkmıştır. Ayrıca fiyat algısının tekrar satın alma niyeti üzerindeki etkisinin olumlu yönde ve anlamlı olduğu tespit edilmiştir. Son olarak çalışmanın bulguları literatürdeki bulgular ile karşılaştırılmış ve bu konuda çeşitli önerilerde bulunulmuştur

Anahtar Kelimeler:

Fiziksel Çevre, FastFood Restoran, Fiyat Algılaması, Tekrar Satın Alma Eğilimi

Fast Food Restoranlarda Fiziksel Çevre, Fiyat Algısı ve Tekrar Satın Alma Eğilimi Arasındaki İlişki

The Servicescape is a determining factor for customers when they need to make a decision on selecting a restaurant. Therefore, in this study, the effect of the Servicescape factor on price perception and then the effect of the price perception on repurchase intention were tested in the scope of the fast food restaurants. The domain of the research is limited to the province of Izmir. For this research, total of 468 usable surveys returned from the people living in the province of Izmir. The data obtained were analyzed with Structural Equation Modeling technique. While the effect of decoration which is one of the dimensions of the Servicescape was found insignificant on price perception, the other dimensions of the Servicescape, the layout and the ambience has positive and significant effect on price perception. Moreover, the effect of price perception on the repurchase intention was found to be positive and significant. Finally, the study findings were compared with findings in the literature, and various suggestions were made

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