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Journals / Journal of Tourism and Gastronomy Studies / 2019 / Cilt: 7 - Sayı: 2

Service Quality, Customer Satisfaction and Behavioral Intention in Third Wave Coffees: Moderation Effect on the Perceived Price

Üçüncü Nesil Kahve Sunan İşletmelerde Hizmet Kalitesi, Müşteri Tatmini ve Davranışsal Niyet İncelemesi; Algılanan Fiyatın Düzenleyicilik Rolü

Üzeyir KEMENT
Pages
1252–1270
DOI
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AI Summary & Key Takeaways

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

According to the results of the research, it was determined that the quality of service and physical environment has positively effect on customer satisfaction and quality of food ve beverage has not positively effect on customer satisfaction.

📌 3 Key Takeaways

🎯
Objective & Hypothesis:This study examines the impact of quality of food & beverage, service and physical environment of customers visiting cafes and restaurants offering third wave coffee.
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Key Findings & Data:Furthermore, the effect of customer satisfaction on behavioral intention and the moderation effect of perceived price among the quality dimensions (quality of food & beverage, service and physical environment) and customer satisfaction is investigated.
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Conclusion & Impact:According to the results of the research, it was determined that the quality of service and physical environment has positively effect on customer satisfaction and quality of food ve beverage has not positively effect on customer satisfaction.
🔬Design:Research Article
📍Scope:Comprehensive Sample
⚙️Variables:Domain Parameters

Abstract

This study examines the impact of quality of food & beverage, service and physical environment of customers visiting cafes and restaurants offering third wave coffee. Furthermore, the effect of customer satisfaction on behavioral intention and the moderation effect of perceived price among the quality dimensions (quality of food & beverage, service and physical environment) and customer satisfaction is investigated. The sample group of the study consisted of customers who visited cafes and restaurants in Ankara, which offer third wave coffee. According to the results of the research, it was determined that the quality of service and physical environment has positively effect on customer satisfaction and quality of food ve beverage has not positively effect on customer satisfaction. In addition, it was determined that customer satisfaction has positive effect on behavioral intention. While the perceived price has a moderation effect between quality of service and customer satisfaction, it has been concluded that there is no moderation effect between quality of food ve beverage and physical environment with customer satisfaction.

Özet

Bu araştırmada, üçüncü nesil kahve sunan kafe ve restoranları ziyaret eden müşterilerin yiyecek ve içecek, servis ve fiziksel çevre kalite algılarının tatmin düzeylerine etkisi incelenmektedir. Ayrıca tatmin düzeylerinin davranışsal niyetlerine etkisi ve algılanan fiyatın kalite boyutları ile tatmin düzeyleri arasında düzenleyici rolü araştırılmaktadır. Araştırmanın örneklem grubunu Ankara’da faaliyet gösteren ve üçüncü nesil kahve sunan kafe ve restoranları ziyaret eden müşteriler oluşturmaktadır. Araştırma sonuçlarına göre, servis ve fiziksel çevre kalitesinin müşteri tatminine olumlu yönde etkisi olduğu, ancak yiyecek ve içecek kalitesinin müşteri tatminine etkisi olmadığı tespit edilmiştir. Ayrıca müşteri tatmininin davranışsal niyete olumlu yönde etkisi olduğu belirlenmiştir. Algılanan fiyatı düzenleyici etkisi incelenmiş, servis kalitesi ile müşteri tatmini arasında düzenleyici etkisi bulunurken, yiyecek ve içecek ve fiziksel çevre ile müşteri tatmini arasında düzenleyici etkisi olmadığı sonucuna ulaşılmıştır.

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Cite This Article

KEMENT, Ü. (2019). Service Quality, Customer Satisfaction and Behavioral Intention in Third Wave Coffees: Moderation Effect on the Perceived Price. Journal of Tourism and Gastronomy Studies, Cilt: 7 - Sayı: 2, 1252–1270. https://ajindex.com/articles/215031

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