Restoran Seçiminde Çeşitlilik Arama Niyeti (Variety Seeking Tendency on Restaurant Choice)
DOI:
https://doi.org/10.21325/jotags.2019.518Keywords:
Restaurant choice, Consumer behavior, Variety seeking tendency, Food and beverage businessAbstract
In this study; effect of perceived quality, customer satisfaction, satiation related to experiences on the customers’ variety seeking tendency was examined. For this purpose, 401 consumers over 18 years old who have visited the same a la carte restaurant more than once in last three months were included in the study. Questionnaire was used as data collection tool. The validity of the scale with confirmatory factor analysis; cronbach's alpha coefficient for reliability were determined. Hypotheses were tested by path analysis with hidden variables. According to the results of the research, perceived atmospheric quality, customer satisfaction, satiation variables related to atmosphere and service are influenced by the tendecy to variety seeking.
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