Müşteriler yiyecek ve içecek işletmelerini neden tekrar ziyaret etmiyor? Çok perspektifli bir analiz

Yayınlanmış 25.03.2025
Anahtar Kelimeler
- Food and Beverages, Customer Retention, Loyalty, Satisfaction, SWARA
- Yiyecek ve İçecekler, Müşteri Elde Tutma, Sadakat, Memnuniyet, SWARA
Nasıl Atıf Yapılır
Telif Hakkı (c) 2025 Levent Selman Göktaş- Ahmet Erdem- Abdullah Ülkü

Bu çalışma Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License ile lisanslanmıştır.
Nasıl Atıf Yapılır
Öz
Bu araştırma, müşterilerin Şanlıurfa'daki yiyecek-içecek işletmelerini tekrar ziyaret etmesini engelleyen faktörleri belirleyerek bu faktörlerin önem düzeylerini analiz etmeyi amaçlamıştır. Veriler akademisyenlerden, restoran yöneticilerinden ve tüketicilerden toplanmıştır. Bu aşamada akademisyenlerden ve restoran yöneticilerinden anket yöntemiyle veri toplanmış; tüketicilerin ise TripAdvisor'daki yorumları incelenmiştir. Akademisyenlerden ve restoran yöneticilerinden anket yöntemiyle toplanan verilerin analizinde SWARA (Adım Adım Ağırlık Oranı Analizi) tekniği kullanılmıştır. TripAdvisor'da yapılan tüketici yorumları üzerinde içerik analizi yapılmıştır. Sonuçlar, hijyen, fiyat adaleti ve personel davranışının restoran yöneticilerinin görüşüne göre tüketici memnuniyetini ve sadakatini oluşturan önemli bileşenler olduğunu göstermiştir. Öte yandan akademisyenler hijyene, personel davranışına ve ürün kalitesine daha fazla odaklanmaktadır. Her iki taraf da olumlu personel davranışı ve hijyenin müşterileri motive edeceği konusunda hemfikirdir. Ancak, zayıf hijyen standartları, eğitimsiz personel davranışı ve fahiş fiyat hissi onları tekrar ziyaret etmekten alıkoymaktadır Bu bulgu, TripAdvisor yorumlarındaki kelimelerin nitel analiz ile ortaya çıkarılan tema ve kodlarla da doğrulanmaktadır. Müşterilerin en çok şikâyet ettiği konular hijyen sorunları, ürün kalitesi ve servis hızı olmuştur. Bulgular, müşteri sadakatini teşvik etmede ve uzun vadeli iş sürdürülebilirliğini sağlamada yüksek hijyen standartlarını, personel davranışını, fiyat adaletini ve ürün kalitesini sürdürmenin önemini vurgulamaktadır. Çalışmanın özgünlüğü, müşterilerin neden yiyecek-içecek işletmelerini tekrar ziyaret etmediğini analiz etmek için restoran yöneticileri, akademisyenler ve müşterilerden gelen içgörüleri birleştiren çok perspektifli yaklaşımında yatmaktadır. Bu bağlamda, araştırma müşteri memnuniyetini iyileştirmek, sadakati teşvik etmek ve sürdürülebilir iş uygulamalarına katkıda bulunmak için uygulanabilir stratejiler sağlamada önemlidir.
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