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Mevcut çalışmanın amacı restoran müşterilerinin kalabalık algısının davranışsal niyetlere etkisini ortaya koymaktır. Veriler literatüre bağlı geliştirilen bir anket ile toplanmıştır. Anket, amaçlı örnekleme ile seçilen ve kalabalık olduğu bilinen bir restoranın müşterilerinden toplanmıştır. Anket uygulaması, garson kılığına girmiş araştırmacılardan biri tarafından 16-24 Nisan 2018 tarihleri arasında gerçekleştirilmiştir. 459 anketten elde edilen verilerin değerlendirilmesinde; tanımlayıcı istatistikler, açıklayıcı ve doğrulayıcı faktör analizi, yapısal eşitlik modellemesi uygulanmıştır. Kalabalık olduğu bilinen restoranlarda "insani kalabalık" algısının davranışsal niyeti olumlu yönde, buna karşın "mekansal kalabalık" algısının ise olumsuz yönde etkilediği bulunmuştur. Lezzetli yiyecek ve içecek sunduğu bilinen kalabalık restoranlarda, insani kalabalık davranışsal niyetleri olumlu yönde etkilemesi, tüketicilerin kalabalıktan ziyade fiyat/kalite dengesini önemsediklerini ortaya koymaktadır. Buna karşın mekansal kalabalık konusuna restoran yöneticilerinin gereken önemi vermelerinde fayda vardır.
The aim of the current study is to reveal the impact of the crowd perception of the restaurant customers on behavioral intentions. The data was collected with a literature-related survey. The survey was collected from the customers of a restaurant selected and known to be crowded with the purpose sample. The survey app was carried out by one of the researchers who entered the servant’s clothes between 16-24 April 2018. In the assessment of the data obtained from the 459 survey; identifiable statistics, explanatory and verifying factor analysis, structural equality modeling were applied. In restaurants known to be crowded, the perception of "human crowd" has been found to have a positive behavioral intention, but the perception of "membranal crowd" has been found to have a negative impact. In the well-known crowded restaurants where they offer delicious food and beverages, the positive impact on human crowded behavioral intentions shows that consumers are more concerned about the price/quality balance than the crowd. However, it is beneficial that the restaurant managers give the necessary importance to the topic of the space crowd.
The present study purpose to determine the impact the crowd perception of restaurant customers on behavioral intentions. In a descriptive type-designed study, data were collected via a questionnaire developed based on the literature.The questionnaire was implemented to the customers of a well-known and crowded restaurant which was selected with purposive sampling. It was conducted between the dates of 16-24 April 2018 by one of the researchers dressed as a waiter. The obtained data from 459 questionnaires were subjected to the descriptive statistics, exploratory and confirmatory factor analysis, and structural equation modeling. It has been determined that the perceived human crowd has a positive effect on behavioral intention while the perceived spatial crowd has a negative effect on behavioral intention. In crowded restaurants which are known for its delicious food and beverage offerings, the positive impact of human-crowd on behavioral intentions reveals that consumers care about the price/quality balance rather than the crowd. However, it is useful for restaurant managers to give importance to the spatial crowd.
Alan : Sosyal, Beşeri ve İdari Bilimler
Dergi Türü : Ulusal
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