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Fast-Food Restoranlarda Bireysellestirme, Musteri Tatmini, Minnettarlik ve Tekrar Satin Alma Egilimi Arasindaki Iliski: Tekrar Satin Alma Egiliminde Ataletin Farklilastirici Etkisi

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    (Gazi Universitesi, Turizm Fakultesi, Turizm Isletmeciligi Bolumu)

  • Kemal Gurkan KUCUKERGIN


    (Gazi Universitesi, Turizm Fakultesi, Turizm Isletmeciligi Bolumu,)

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    Bu arastirmada, fast-food restoranlarda bireysellestirme faaliyetlerinin musteri tatmini ve minnettarlik uzerinde etkisi arastirilmistir. Bunu takiben musteri tatmini ve minnettarligin tekrar satin alma egilimi uzerindeki etkisi arastirilmistir. Ayrica tekrar satin alma egiliminin orta cikmasinda ataletin farklilastirici etkisi de arastirilmistir. Bu amaclarin gerceklestirilmesi icin Ankara’nin Golbasi ilcesinde yer alan iki adet fast-food restoranin musterilerinden anket formu araciligi ile veri toplanmistir. Toplamda 386 adet kullanilabilir anket elde edilmistir. Analizler sonucunda; bireysellestirmenin musteri tatmini ve minnettarlik uzerinde, minnettarlik ve musteri tatmininin de tekrar satin alma egilimi uzerinde olumlu yonde etkilerinin oldugu gozlenmistir. Musteri tatmini ve tekrar satin alma egilimi arasindaki iliski icin ataletin farklilastirici etkisi tespit edilmemistir. Fakat minnettarlik ve tekrar satin alma egilimi arasindaki iliski incelendiginde bu iliskinin dusuk atalet duzeyindeki grup icin daha guclu oldugu tespit edilmistir.

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    Article provided by Ege University Faculty of Economics and Administrative Sciences in its journal Ege Academic Review.

    Volume (Year): 13 (2013)
    Issue (Month): 3 ()
    Pages: 383-392

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    Handle: RePEc:ege:journl:v:13:y:2013:i:3:p:383-392
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