Üçüncü Nesil Kahve Sunan İşletmelerde Hizmet Kalitesi, Müşteri Tatmini ve Davranışsal Niyet İncelemesi; Algılanan Fiyatın Düzenleyicilik Rolü (Service Quality, Customer Satisfaction and Behavioral Intention in Third Wave Coffees: Moderation Effect on the Perceived Price)

Üzeyir KEMENT

doi:10.21325/jotags.2019.419

Yazarlar

Üzeyir KEMENT

DOI:

https://doi.org/10.21325/jotags.2019.419

Anahtar Kelimeler:

Üçüncü nesil kahve- Hizmet kalitesi- Müşteri tatmini- Algılanan fiyat

Öz

Bu araştırmada, üçüncü nesil kahve sunan kafe ve restoranları ziyaret eden müşterilerin yiyecek ve içecek, servis ve fiziksel çevre kalite algılarının tatmin düzeylerine etkisi incelenmektedir. Ayrıca tatmin düzeylerinin davranışsal niyetlerine etkisi ve algılanan fiyatın kalite boyutları ile tatmin düzeyleri arasında düzenleyici rolü araştırılmaktadır. Araştırmanın örneklem grubunu Ankara’da faaliyet gösteren ve üçüncü nesil kahve sunan kafe ve restoranları ziyaret eden müşteriler oluşturmaktadır. Araştırma sonuçlarına göre, servis ve fiziksel çevre kalitesinin müşteri tatminine olumlu yönde etkisi olduğu, ancak yiyecek ve içecek kalitesinin müşteri tatminine etkisi olmadığı tespit edilmiştir. Ayrıca müşteri tatmininin davranışsal niyete olumlu yönde etkisi olduğu belirlenmiştir. Algılanan fiyatı düzenleyici etkisi incelenmiş, servis kalitesi ile müşteri tatmini arasında düzenleyici etkisi bulunurken, yiyecek ve içecek ve fiziksel çevre ile müşteri tatmini arasında düzenleyici etkisi olmadığı sonucuna ulaşılmıştır.

Referanslar

Ajzen, I. (1988). Attitude, Personality, and Behavior. Dorsey Press, Chicago, IL.

Anderson, J. C. & Gerbing, D. W. (1988). Structural equation modeling in practice: A review and recommended two-step approach. Psychological bulletin, 103(3), 411.

Bagozzi, R. P. ve Yi, Y. (1988). On the evaluation of structural equation models. Journal of the academy of marketing science, 16(1), 74-94.

Baker, J., Grewal, D. & Parasuraman, A. (1994). The influence of store environment on quality inferences and store image. Journal of the Academy of Marketing Science, 22(4), 328-339.

Bernhardt, K. L., Donthu, N., & Kennett, P. A. (2000). A Longitudinal Analysis of Satisfaction and Profitability, Journal of Business Research, 47, 161-171.

Berry, L. L., Carbone, L. P. & Haeckel, S. H. (2002). Managing the Total Customer Experience, Sloan Managment Review 43(3), 85-89.

Bitner, M. J. (1990). Evaluating service encounters: The effects of physical surroundings and employee responses. Journal of Marketing, 54(2), 69-82.

Bitner, M. J. (1992). Servicescapes: The impact of physical surroundings on customers and employees. Journal of Marketing, 56(2), 57-71.

Bolton, R. N. & Lemon, K. N. (1999). A dynamic model of customers’ usage of services: Usage as an antecedent and consequence of Satisfaction, Journal of Marketing Research, 36, 171-186.

Bolton, R. N. (1998). A Dynamic Model of the Duration of the Customer’s Relationship with a Continuous Service Provider: The Role of Satisfaction, Marketing Science, 17(1): 45-65.

Brady, M. K. & Cronin Jr, J. J. (2001). Some new thoughts on conceptualizing perceived service quality: a hierarchical approach. Journal of marketing, 65(3): 34-49.

Büyüköztürk, Ş. (2016). Sosyal Bilimler için Veri Analizi El Kitabı İstatistik, Araştırma Deseni SPSS Uygulamaları ve Yorum, , 22. Baskı, Pegem Akademi Yayıncılık, Ankara.

Caruana, A., Money, A. H. & Berthon, P. R. (2000). Service Quality and Satisfaction: The Moderating Role of Value. European Journal of Marketing, 34: 1338-1352.

Chang, K. (2000). The impact of perceived physical environments on customers’ satisfaction and return intentions. Journal of Professional Services Marketing, 21(2): 75-85.

Chebat, J. & Michon, R. (2003). Impact of ambient odors on mall shoppers’ emotions, cognition, and spending. Journal of Business Research, 56: 529-539.

Clark, A. C. & Wood, R. C. (1998). Consumer loyalty in the restaurant industry: A preliminary exploration of the issues. International Journal of Contemporary Hospitality Management, 10(4): 139-144.

Cronin Jr, J. J., Brady, M. K. & Hult, G. T. M. (2000). Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments. Journal of retailing, 76(2): 193-218.

Cronin, J. Joseph, Jr. & Steven A. Taylor. (1992). Measuring Service Quality: A Reexamination and Extension, Journal of Marketing, 56(3): 55-68.

De Ruyter, K., Bloemer, J. & Peeters, P. (1997). Merging Service Quality and Service Satisfaction. An Empirical Test of an Integrative Model. Journal of Economic Psychology, 18(4): 387-406.

Dube, L., Johnson, M. D. & Renaghan, L. M. (1999). Adapting the QFD approach to extended service transactions, Production and Operations Management, 8, 301-317.

Fornell, C., Johnston, M. D., Anderson, E., Cha, J., & Bryant, B. E. (1996). The American customer satisfaction index: Nature, purpose, and findings, Journal of Marketing, 60, 7-18.

Fornell, C. & Larcker, D. F. (1981). Structural equation models with unobservable variables and measurement error: Algebra and statistics, Journal of marketing research, May, 382-388.

Garbarino, E. & Mark S. J.. (1999). The Different Roles of Satisfaction, Trust, and Commitment in Customer Relationships, Journal of Marketing, 63(April): 70-87.

Getty, J. M. & Thompson, K. N. (1994). The relationship between quality, satisfaction, and recommending behavior in lodging decision, Journal of Hospitality & Leisure Marketing, 2(3): 3-22.

Hair, J., Black, W., Babin, B. & Anderson, R. (2010). Multivariate data analysis (7th ed.). Upper Saddle River, NJ, USA: Prentice-Hall.

Hallowell, R. (1996). The Relationship of Customer Satisfaction, Customer Loyalty, and Profitability: An Empirical Study, The International Journal of Service Industry Management, 7(4): 27-42.

Han, H., & Back, K. (2006). Investing the effects of consumption emotions on customer satisfaction and repeat visit intentions in the lodging industry. Journal of Hospitality & Leisure Marketing, 15(3): 5-30.

Han, H., Hsu, L. T. & Lee, J. (2009). Empirical investigation of the roles of attitudes toward green behaviors, overall image, gender, and age in hotel customers’ eco-friendly decision-making process. International Journal of Hospitality Management, 28(4): 519-528.

Han, H., & Ryu, K. (2009). The roles of the physical environment, price perception, and customer satisfaction in determining customer loyalty in the restaurant industry. Journal of hospitality & tourism research, 33(4): 487-510.

Hayes, A. F. (2013). Introduction to Mediation, Moderation, and Conditional Process Analysis: A Regression-Based Approach. New York, NY: The Guilford Press.

Jolliffe, L. (Ed.). (2010). Coffee culture, destinations and tourism (Vol. 24). Channel View Publications.

Kavak, B. (2008). Pazarlama Araştırmaları Tasarım ve Analiz. Ankara: Hacettepe Üniversitesi Yayınları.

Kement, Ü., Çavuşoğlu, S., Bükey, A. & Başar, B. (2018) Otel Müşterilerinin Algıladığı Hizmet Kalitesinin SERVQUAL Analizi İle Değerlendirilmesi: Termal Turizm İşletmeleri Örneği. II. Sürdürülebilir Turizm Kongresi. 20-22 Eylül, Gümüşhane, ss. 160-172.

Knutson, B. J. & Patton, M. E. (1995). Restaurants can find gold among silver hair: Opportunities in the 55+ market. Journal of Hospitality & Leisure Marketing, 1(3): 79-90.

Kotler, P. (1973). Atmospherics as a marketing tool. Journal of Retailing, 49(4), 48-64.

Krejcie, R. V. & Morgan, D. W. (1970). Determining sample size for research activities. Educational and psychological measurement, 30(3): 607-610.

Ladhari, R., Brun, I. & Morales, M. (2008). Determinants of dining satisfaction and post-dining behavioral intentions. International Journal of Hospitality Management, 27: 563-573.

Lindquist, J. D. (1974). Meaning of Image. Journal of Retailing, 50(Winter): 29-38.

Lyon, S. (2013). Coffee tourism and community development in Guatemala. Human Organization, 72(3): 188-198.

MacLaurin, D. J. & MacLaurin, T. L. (2000). Customer perceptions of Singapore’s theme restaurants. Cornell Hotel and Restaurant Administration Quarterly, 41(3): 75-85.

Mattila, A. S. (2001). Emotional bonding and restaurant loyalty. Cornell Hotel and Restaurant Administration Quarterly, 42(6): 73-79.

McDougall, G. & Levesque, T. (2000). Customer satisfaction and future intentions: The role of perceived value and service quality. Journal of Services Marketing, 14: 392-410.

Nguyen, N. & Leblanc, G. (2002). Contact personnel, physical environment and the perceived corporate image of intangible services by new clients. International Journal of Service Industry Management, 13: 242-262.

Oliver, R. L. (1981). Measurement and evaluation of satisfaction process in retail settings. Journal of Retailing, 57: 25-46.

Oliver, R. L. (1989). Processing of the satisfaction response in consumption: A suggested framework and research propositions. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 2: 1-16.

Oliver, R. L. (1997). Satisfaction: A Behavioral Perspective on the Consumer. New York: McGraw–Hill.

Oliver, R. L. (1999). Whence Consumer Loyalty?, Journal of Marketing, 63: 33-44.

Parasuraman, A., Zeithaml, V. A. & Berry, L. L. (1985). A Conceptual Model of Service Quality and Its Implications for Future Research, Journal of Marketing, 49(Fall): 41-50.

Parasuraman, A., Zeithaml, V. A. & Berry, L. L. (1988). SERVQUAL: A multiple-item scale for measuring customer perceptions of service quality, Journal of Retailing, 64: 12-40.

Parsa, H. G., Self, J. T., Njite, D. & King, T. (2005). Why Restaurants Fail. Cornell Hotel and Restaurant Administration Quarterly, 46(3): 304-323.

Prendergast, G. & Man, H. W. (2002). The Influence of Store Image on Store Loyalty in Hong Kong’s Quick Service Restaurant Industry. Journal of Foodservice Business Research, 5(1): 45-59.

Reichheld, F. F. & Sasser, W. E. (1990). Zero defections: Quality comes to services. Harvard Business Review, 68(5): 2-9.

Reimer, A. & Kuehn, R. (2005). The impact of servicescape on quality perception. European Journal of Marketing, 39: 785-808.

Ryu, K. (2005). DINESCAPE, emotions, and behavioral intentions in upscale restaurants. Unpublished doctoral dissertation, Kansas State University, Manhattan, KS.

Ryu, K. & Han, H. (2010). Influence of the quality of food, service, and physical environment on customer satisfaction and behavioral intention in quick-casual restaurants: Moderating role of perceived price. Journal of Hospitality & Tourism Research, 34(3): 310-329.

Ryu, K. & Jang, S. (2007). The effect of environmental perceptions on behavioral intentions through emotions: The case of upscale restaurants. Journal of Hospitality & Tourism Research, 31: 56-72.

Shemwell, D. J., Yavas, U. & Bilgin, Z. (1998). Customer-service provider relationships: An empirical test of a model of service quality, satisfaction and relationship orientated outcome, International Journal of Service Industry Management, 9: 155-168.

Ting, D. (2004). Service quality and satisfaction perceptions: curvilinear and interaction effect. International Journal of Bank Marketing, 22(6): 407-420.

Ural, A. & Kılıç, İ. (2006). Bilimsel araştırma süreci ve SPSS ile veri analizi: SPSS 10.0-12.0 for Windows, Ankara, Detay yayıncılık.

Varki, S. & Colgate, M. (2001). The role of price perceptions in an integrated model of behavioral intentions. Journal of Service Research, 3: 232-240.

Wakefield, K. L. & Blodgett, J. G. (1996). The effects of the servicescape on customers’ behavioral intentions in leisure service setting, Journal of Services Marketing, 10(6): 45-61.

Wall, E. A. & Berry, L. L. (2007). The combined effects of the physical environment and employee behavior on customer perception of restaurant service quality. Cornell hotel and restaurant administration quarterly, 48(1): 59-69.

Westbrook, R. & Oliver, R. (1991). The dimensionality of consumption emotion patterns and consumer satisfaction. Journal of Consumer Research, 18(1): 84-91.

Zeithaml, V. A. (1981). How consumer evaluation processes differ between goods and services. Içinde J. Donelly & W. George (Eds.), Marketing of services proceedings series (ss. 186-190). Chicago: American Marketing Association.

Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. Journal of marketing, 52(3): 2-22.