Restoranlardaki Atmosferik Unsurların Müşteri Memnuniyeti Üzerine Etkisi (The Influence of Restaurant Atmospherics on Customer Satisfaction)

Dilek FİDAN; Savaş ARTUĞER

doi:10.21325/jotags.2018.309

Yazarlar

Dilek FİDAN
Savaş ARTUĞER

DOI:

https://doi.org/10.21325/jotags.2018.309

Anahtar Kelimeler:

Atmosferik unsurlar- Müşteri memnuniyeti- Restoran- İstanbul

Öz

Bu araştırmanın amacı; restoranlardaki atmosferik unsurların müşteri memnuniyeti üzerindeki etkisini belirlemektir. Araştırmanın evrenini, İstanbul ilinin Bahçelievler ve Bakırköy ilçelerinde faaliyet gösteren 1.sınıf restoranlara 1 Şubat-31 Mart 2018 tarihleri arasında giden Türk müşteriler oluşturmaktadır. Araştırmada 357 restoran müşterisinden veri toplanmıştır. Toplanan verilerin analizinde yüzde sıklık gibi betimsel analizlerden faydalanılmıştır. Ayrıca araştırmada yer alan değişkenler arasındaki nedensellik ilişkileri, Yapısal Eşitlik Modelleme Tekniği (YEM) kullanılarak analiz edilmiştir. Araştırma sonucunda, restoranlardaki atmosferik unsurların müşteri memnuniyeti üzerinde etkili olduğu ortaya çıkmıştır. Restoran estetiği, aydınlatma, masa düzeni ve hizmet personelinin müşterilerin memnuniyetleri üzerinde anlamlı bir etkisinin olduğu, restoran ambiyansının ve oturma düzeninin ise anlamlı bir etkisinin olmadığı ortaya çıkmıştır. Araştırma sonuçlarına göre hizmet personeli, müşterilerin memnuniyetlerini etkileyen en önemli hizmet atmosferi olarak bulunmuştur.

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