Özet:

In this research, it is aimed to determine the characteristics that affect customer satisfaction for food and beverage businesses. Quantitative and qualitative research methods were used together in the study. In this direction, a survey was applied to the customers of a restaurant that specializes in doner kebab and has been serving for many years, and the comments made by the customers of the restaurant in question on tripadvisor.com were examined. Content analysis for qualitative data and frequency analysis, independent sample t-test and ANOVA were used for quantitative data in the evaluation of the data obtained in the study. In line with the results obtained from the comments, taste, atmosphere, personnel and cleanliness were determined as important factors among the characteristics affecting customer satisfaction, respectively. In addition to the characteristics affecting customer satisfaction determined by previous studies, as a result of this research, "traditionality" has also been revealed as a factor affecting customer satisfaction. The elements that customers considered less important were presentation, traditionality and transportation. In the quantitative results of the research, in accordance with the qualitative findings, flavor and atmosphere came to the fore as important characteristics. It was concluded that the customers mentioned the positive characteristics of the restaurant's service more than the negative characteristics. In the analysis of the difference between the socio-demographic variables of the participants and the characteristics that affect customer satisfaction, a significant difference was found only in the occupational group variable. The research is important in terms of having an effect on the behavior of customers through satisfaction and making a significant contribution to obtaining competitive advantage

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