Çevrimiçi Müşteri Yorumlarının Restoran Hizmet Kalitesi Perspektifinden Karşılaştırmalı Değerlendirmesi (A Comparative Evaluation of Online Customer Reviews from a Restaurant Service Quality Perspective)
DOI:
https://doi.org/10.21325/jotags.2025.1722Keywords:
Restaurant service quality, Revisit intention, Recommendation intention, Resqual scaleAbstract
Restaurant services are in a constant state of change, driven by various factors such as consumer expectations, social trends, and technology. This dynamic structure compels businesses to improve service quality and enhance customer loyalty. In this study, a total of 2,250 customer reviews shared on TripAdvisor regarding fifteen restaurants in Adana, Ankara, and Eskişehir were evaluated using the deductive descriptive analysis method. The cities were selected randomly, while the restaurants were chosen through purposive sampling. The statements in the reviews were coded and analyzed based on restaurant service quality dimensions, revisit intentions, and recommendation intentions. The results revealed that restaurants in Ankara scored highest across all service dimensions, whereas service quality in Eskişehir restaurants was relatively low. The strongest positive correlations were found between food quality and revisit intention, staff quality and revisit intention, and food quality and recommendation intention. It is recommended that businesses improve all service dimensions, and, in cases of resource constraints, prioritize consumer expectations.
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