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Journals / Turizm Akademik Dergisi / 2024 / Cilt: 11 Sayı: 2

The Mediating Role of Perceived Price Fairness in the Effect of Menu Innovation on Revisiting Intention in Coffee Shops

Kahve Dükkânlarında Menü Yenilikçiliğinin Tekrar Ziyaret Etme Niyeti Üzerindeki Etkisinde Algılanan Fiyat Adaletinin Aracı Rolü

Çinuçen Okat(VAN YÜZÜNCÜ YIL ÜNİVERSİTESİ, TURİZM FAKÜLTESİ, GASTRONOMİ VE MUTFAK SANATLARI BÖLÜMÜ)0000-0002-1335-0216
Erol Geçgin(VAN YÜZÜNCÜ YIL ÜNİVERSİTESİ, TURİZM FAKÜLTESİ, GASTRONOMİ VE MUTFAK SANATLARI BÖLÜMÜ)0000-0001-8375-9343
Ülker Can(BATMAN ÜNİVERSİTESİ, HASANKEYF MESLEK YÜKSEKOKULU, OTEL LOKANTA VE İKRAM HİZMETLERİ BÖLÜMÜ)0000-0001-8244-5190
Pages
187–202
Publication Date
2024-12-26
DOI
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AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

As a result of the analysis, it was determined that the innovative menu applications of coffee shops positively affected the customers' revisit intentions and that perceived price fairness played a mediating role in this effect.

📌 3 Key Takeaways

🎯
Objective & Hypothesis:Customers consider many factors when choosing which coffee shop to visit, such as the relationship between menu and price.
📊
Key Findings & Data:For coffee shops operating in today's intensely competitive environment, offering innovative menus to customers is of strategic importance for the long-term success of the business.
💡
Conclusion & Impact:As a result of the analysis, it was determined that the innovative menu applications of coffee shops positively affected the customers' revisit intentions and that perceived price fairness played a mediating role in this effect.
🔬Design:Modeling & Simulation
📍Scope:Comprehensive Sample
⚙️Variables:KAHVE DÜKKANLARI · MENÜ YENİLİKÇİLİĞİ · TEKRAR ZİYARET ETME NİYETİ

Abstract

Customers consider many factors when choosing which coffee shop to visit, such as the relationship between menu and price. For coffee shops operating in today's intensely competitive environment, offering innovative menus to customers is of strategic importance for the long-term success of the business. Customers' negative perceptions of price injustice lead to anti-purchase behaviors. Considering the increasing customer demand and intense market competition, revealing the antecedents and determinants of customers' revisit intention can provide guidance to service providers. In this context, the aim of this study is to determine the mediating role of price fairness in the effect of menu innovation on revisit intention in coffee shops located in the Eastern Anatolia Region. In accordance with this purpose, the research universe was determined as coffee shop customers located in the Eastern Anatolia Region and 406 data were obtained with the convenience and snowball sampling method. A quantitative methodology was used in which structural equation modeling and path analysis were applied on the collected cross-sectional data. As a result of the analysis, it was determined that the innovative menu applications of coffee shops positively affected the customers' revisit intentions and that perceived price fairness played a mediating role in this effect.

Özet

Kahve, dünya genelinde en çok tüketilen içeceklerden biri olup, ham petrolden sonra en çok ticareti yapılan ikinci üründür. Son yıllarda Türkiye'de kişi başına kahve tüketimi son 10 yılda dört kat artarak 1,5 kilograma yükselmiştir. Kahvehaneler, sosyal yaşamın önemli bir parçası olarak kahve tüketimini artırmaktadır. Dünya genelinde hızla büyüyen kahvehane sektörünün 2022'de ABD'deki pazar değeri 48 milyar dolar, Türkiye'deki ise 5,2 milyar dolar olarak gerçekleşmiştir. Türkiye'de kahvehanelerin pazar payı yüzde 15'e ulaşmıştır. Bu sektörde rekabet artmakta ve işletmeler menü yeniliği ile öne çıkmaya çalışmaktadır. Menü yeniliği ve algılanan fiyat adaleti, müşteri memnuniyeti ve tekrar ziyaret etme niyetinde önemli rol oynamaktadır. Çalışma, kahvehanelerde menü yeniliğinin tekrar ziyaret etme niyeti üzerindeki etkisini ve bu etkinin algılanan fiyat adaleti tarafından aracılık edilip edilmediğini belirlemeyi amaçlamaktadır. Bu araştırma, Doğu Anadolu Bölgesi'ndeki kahvehane müşterilerini incelemektedir. Yapısal eşitlik modellemesi kullanılarak yapılan analizde, anket verileri Mayıs 2024 ile Haziran 2024 arasında toplanmış ve ölçüm modelinin geçerliliği ve güvenilirliği değerlendirildikten sonra yol analizi uygulanmıştır. Araştırma, kahvehanelerin yenilikçi menü uygulamalarının müşterilerin tekrar ziyaret etme niyetlerini olumlu etkilediğini ve algılanan fiyat adaletinin bu etkide aracı rol oynadığını göstermiştir. İşletmelerin, menü yeniliğine önem vererek ve fiyatları belirlerken müşterilerin fiyat algılarını dikkate alarak rekabet avantajı sağlamaları gerekmektedir.

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Cite This Article

Okat, Ç., Geçgin, E., Can, Ü. (2024). The Mediating Role of Perceived Price Fairness in the Effect of Menu Innovation on Revisiting Intention in Coffee Shops. Turizm Akademik Dergisi, Cilt: 11 Sayı: 2, 187–202. https://ajindex.com/articles/1327744

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