Abstract:

This study encompasses research aimed at understanding customer preference factors in chain restaurants in Turkey and examining their relationship with demographic characteristics. A survey method was employed for data collection. Significant differences among participants' demographic characteristics such as age, gender, education level, and income levels, and factors shaping restaurant preferences were analysed. The scope of the study includes the customer base of chain restaurants in Turkey. The sample size was determined based on 125 participants, five times the items in the scale used. Data were collected through an online survey form, and the data collection process was carried out through a pilot study and snowball sampling method. Data analysis was conducted using the SPSS statistical software. Confirmatory factor analysis (CFA) was used to assess the structure and discriminant validity of the scales. Subsequently, the reliability of the scales was evaluated using Cronbach's Alpha (CA) reliability coefficient, and statistical methods such as Kruskal-Wallis and Mann-Whitney U tests were employed to test hypotheses. The results of the study highlight the role of demographic factors in determining restaurant preferences. Demographic characteristics such as age, education level, income level, frequency of restaurant visits, and gender show significant differences among factors influencing customers' restaurant preferences. These findings can provide practical guidance to restaurant operators and marketers in developing strategies for customer segmentation and target audience. Additionally, it is recommended that future research aims for more comprehensive results by conducting studies with larger and more diverse participant groups.

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