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Yiyecek İçecek Hizmet Kalitesi ile Marka Sadakati ve Marka İmajı Arasında Müşteri Memnuniyetinin Rolü

Year 2023, Volume: 12 Issue: 1, 224 - 239, 25.01.2023
https://doi.org/10.33206/mjss.1183805

Abstract

Hizmet kalitesi literatüründe; hizmet kalitesi, marka sadakati, marka imajı ve müşteri memnuniyeti arasındaki ilişkileri bir arada inceleyen sınırlı ampirik çalışma bulunmaktadır. Diğer taraftan gelişen refah düzeyine bağlı olarak yiyecek hizmet sektöründe yaşanan hızlı büyüme sektörde çok yoğun bir rekabeti de beraberinde getirmiştir. Sektöre yönelik yapılan literatür araştırması bu dört yapı arasındaki ilişkide müşteri memnuniyetinin köprü rolü oynadığını göstermektedir. Bu çalışmada yiyecek içecek hizmet kalitesi ile marka sadakati ve marka imajı arasındaki ilişkide müşteri memnuniyetinin rolü araştırılmaktadır. Araştırma yiyecek içecek hizmeti sunan bir uluslararası franchise firmanın müşterileri üzerinde yapılmıştır. Veriler kolayda örnekleme yöntemiyle anket tekniği kullanılarak toplanmıştır. Bu amaçla literatürle uyumlu bir yapısal eşitlik modeli (YEM) kurulmuştur. Veriler Kısmi En Küçük Kareler-Yapısal Eşitlik Modeli (KEKK-YEM) yöntemiyle analiz edilmiştir. Bulgular yiyecek içecek sektöründe hizmet kalitesi ile marka sadakati ve marka imajı arasındaki ilişkide müşteri memnuniyetinin dolaylı ve anlamlı güçlü bir etkisi olduğunu göstermektedir. Sonuç olarak rekabetin çok yoğun yaşandığı hizmet sektöründe varlığını ve kârlılığını devam ettirmek isteyen işletmelerin müşteri memnuniyeti üzerine odaklanmaları gerektiği görülmüştür.

References

  • Aulia, D. ve Briliana, V. (2017). Brand equity dimension and consumer behavior in social media. South East Asia Journal of Contemporary Business, Economics and Law, 13(2), 15-24.
  • Aydoğdu, A., Yaşarsoy, E. ve Dilsiz, T. (2019). Service quality and consumer satisfaction in food-beverage establishments: Kastamonu case study. Journal of Tourism Theory and Research, 5(2), 155- 170. doi:10.24288/jttr.527356.
  • Bilgin, Y. (2017). Restoran işletmelerinde hizmet kalitesi, müşteri memnuniyeti ve müşteri sadakatinin ağızdan ağıza pazarlamaya etkisi. Journal of Business Research - Turk, 9(4), 33-62. doi: 10.20491/isarder.2017.320.
  • Bitner, M. J. (1992). Servicescapes: The impact of physical surroundings on customers and employees. Journal of Marketing, 56(2), 57. doi: 10.2307/1252042.
  • Brady, M. K. ve Cronin, J. J. (2001). Some new thoughts on conceptualizing perceived service quality: A hierarchical approach. Journal of Marketing, 65(3), 34-49. doi: 10.1509/jmkg.65.3.34.18334.
  • Brodie, R. J., Whittome, J. R. M. ve Brush, G. J. (2009). Investigating the service brand: A customer value Perspective. Journal of Business Research, 62(3), 345-355. doi: 10.1016/j.jbusres.2008.06.008.
  • Caruana, A., Money, A. H. ve Berthon, P. R. (2000). Service quality and satisfaction – The moderating role of value. European Journal of Marketing, 34(11/12), 1338-1353. doi: 10.1108/03090560010764432.
  • Chinomona, R., Mahlangu, D. ve Pooe, D. (2013). Brand service quality, satisfaction, trust and preference as predictors of consumer brand loyalty in the retailing industry. Mediterranean Journal of Social Sciences, 4(14), 181-190. doi:10.5901/mjss.2013.v4n14p181.
  • Cho, B.-K., Kim, S.-H. ve Lee, D. (2020). Effects of dessert café environmental characteristics on overall quality, brand iimage and loyalty. The Korean Journal of Franchise Management, 11(3), 43-57. doi:10.21871/kjfm.2020.9.11.3.43.
  • Cretu, A. E. ve Brodie, R. J. (2007). The influence of brand image and company reputation where manufacturers market to small firms: A customer value perspective. Industrial Marketing Management, 36(2), 230-240. doi: 10.1016/j.indmarman.2005.08.013.
  • Cronin, J. J. ve Taylor, S. A. (1992). Measuring service quality: A reexamination and extension. Journal of Marketing, 56(3), 55. doi: 10.2307/1252296.
  • Cronin, J. J. ve Taylor, S. A. (1994). SERVPERF versus SERVQUAL: Reconciling performance-based and perceptions-minus-expectations measurement of service quality. Journal of Marketing, 58(1), 125. doi: 10.2307/1252256.
  • Eleren, A. (2009). Müşteri beklentilerine dayalı bi̇r hi̇zmet kalitesi ölçüm modeli: termal otel ı̇şletmeciliğinde bir uygulama. SÜ İİBF Sosyal ve Ekonomik Araştırmalar Dergisi, 9(18), 395-420.
  • Fick, G. R. ve Ritchie, J. R. B. (1991). Measuring service quality in the travel and tourism industry. Journal of Travel Research, 30(2), 2–9. doi:10.1177/004728759103000201.
  • Ha, J. ve Jang, S. (Shawn). (2010). Effects of service quality and food quality: The moderating role of atmospherics in an ethnic restaurant segment. International Journal of Hospitality Management, 29(3), 520-529. doi: 10.1016/j.ijhm.2009.12.005.
  • Han, H. ve Ryu, K. (2009). The roles of the physical environment, price perception, and customer satisfaction in determining customer loyalty in the restaurant ındustry. Journal of Hospitality and Tourism Research, 33(4), 487-510. doi: 10.1177/1096348009344212.
  • Henseler, J., Ringle, C. M. ve Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115-135. doi: 10.1007/s11747-014-0403-8.
  • Jin, N., Lee, S. ve Huffman, L. (2012). Impact of restaurant experience on brand ımage and customer loyalty: Moderating role of dining motivation. Journal of Travel and Tourism Marketing, 29(6), 532- 551. doi: 10.1080/10548408.2012.701552.
  • Kim, W. G. ve Kim, H. B. (2004). Measuring Customer-based restaurant brand equity: Investigating the relationship between brand equity and firms’ performance. Cornell Hotel and Restaurant Administration Quarterly, 45(2), 115-131. doi:10.1177/0010880404264507.
  • Mattila, A. S. (2001). Emotional bonding and restaurant loyalty. Cornell Hotel and Restaurant Administration Quarterly, 42(6), 73-79. doi: 10.1016/S0010-8804(01)81012-0.
  • Mazanec, J. A. (1995). Positioning analysis with self-organizing maps: An exploratory study on luxury hotels. Cornell Hotel and Restaurant Administration Quarterly, 36(6), 80-95. doi: 10.1016/0010- 8804(96)81007-X.
  • Namkung, Y. ve Jang, S. (Shawn). (2007). Does food quality really matter in restaurants? Its impact on customer satisfaction and behavioral intentions. Journal of Hospitality and Tourism Research, 31(3), 387-409. doi: 10.1177/1096348007299924.
  • Parasuraman, A., Zeithaml, V. A. ve Berry, L. L. (1985). A conceptual model of service quality and its implications for future research. Journal of Marketing, 49(4), 41. doi: 10.2307/1251430.
  • Raajpoot, N. A. (2002). TANGSERV: A multiple item scale for measuring tangible quality in foodservice industry. Journal of Foodservice Business Research, 5(2), 109-127. doi:10.1300/J369v05n02_08.
  • Rahul, A. K. (2021). The impact of brand image on consumer behavior: A literature Review. International Journal of All Research Education and Scientific Methods, 9(6), 1667-1674.
  • Ringle, C. M., Wende, S. ve Becker, J. M. (2015). SmartPLS 3. Boenningstedt: SmartPLS GmbH. http://www.smartpls.com
  • Rodrigues, P., Pinto Borges, A. ve Sousa, A. (2021). Authenticity as an antecedent of brand ımage in a positive emotional consumer relationship: The case of craft beer brands. EuroMed Journal of Business. doi:10.1108/EMJB-03-2021-0041
  • Rust, R. T. ve Oliver, R. L. (1994). Service quality: Insights and manegerial implications from the frontier. In R. T. Rust & R. L. Oliver (Edt.), Service Quality: New Directions in Theory and Practice (pp. 1-19). SAGE Publications.
  • Ryu, K. ve Han, H. (2011). New or repeat customers: How does physical environment influence their restaurant experience? International Journal of Hospitality Management, 30(3), 599–611. doi:10.1016/j.ijhm.2010.11.004
  • Ryu, K. ve Jang, S. (Shawn). (2008). DINESCAPE: A scale for customers’ perception of dining environments. Journal of Foodservice Business Research, 11(1), 2-22. doi:10.1080/15378020801926551
  • Saleem, H. ve Raja, N. S. (2014). The impact of service quality on customer satisfaction, customer loyalty and brand image: Evidence from hotel industry of Pakistan. Middle - East Journal of Scientific Research, 19(5), 706-711. doi:10.5829/idosi.mejsr.2014.19.5.21018
  • Sancak, M. (2019). Yiyecek-içecek sektöründe müşteri memnuniyeti ve hizmet kalitesinin marka sadakatine etkisi; küresel ve yerel markalar üzerine bir analiz. Beykent Üniversitesi.
  • Santouridis, I. ve Trivellas, P. (2010). Investigating the impact of Service quality and customer satisfaction on customer loyalty in mobile telephony in Greece. The TQM Journal, 22(3), 330-343. doi: 10.1108/17542731011035550.
  • Sarstedt, M., Ringle, C. M. ve Hair, J. F. (2021). Partial least squares structural equation modeling. In C. Homburg & M. Klarmann (Edt.), Handbook of market research (pp. 1-47). Springer.
  • Schermelleh-Engel, K., Moosbrugger, H. ve Müller, H. (2003). Evaluating the fit of structural equation models: Tests of significance and descriptive goodness-of-fit measures. Methods of Psychological Research Online, 8(2), 23-74.
  • Sönmez Çakır, F. (2020). Kısmi En küçük kareler yapısal eşitlik modellemesi (PLS-SEM). Gazi Kitabevi.
  • Stevens, P., Knutson, B. ve Patton, M. (1995). DINESERV: A tool for measuring service quality in restaurants. The Cornell Hotel and Restaurant Administration Quarterly, 36(2), 5. doi: 10.1016/0010- 8804(95)93844-k.
  • Sulek, J. M. ve Hensley, R. L. (2004). The relative importance of food, atmosphere, and fairness of wait: The case of a full-service restaurant. Cornell Hotel and Restaurant Administration Quarterly, 45(3), 235-247. doi: 10.1177/0010880404265345.
  • Temizel, G. ve Garda, B. (2017). Konaklama İşletmelerinde Hizmet Kalitesi Kavramı ve Hizmet Kalitesinin Ölçülmesinde Kullanılan Modeller. Selçuk Üniversitesi Sosyal ve Teknik Araştırmalar Dergisi, 14, 161-171.
  • Tuncer, İ. (2017). Yiyecek içecek işletmelerinde hizmet kalitesi boyutları ve ölçeklerinin incelenmesi. International Journal of Academic Value Studies, 3(16), 321-329. doi: 10.23929/javs.624.
  • Tuncer, İ. (2019). Hizmet kalitesi, kurumsal imaj, müşteri memnuniyeti ve davranışsal niyet arasındaki ilişkinin incelenmesi: Kısmi en küçük kareler ile yapısal eşitlik modeli. Journal of Tourism and Gastronomy Studies, 7(3), 1788–1805. doi:10.21325/jotags.2019.448.
  • Wu, C. H. J. ve Liang, R. Da. (2009). Effect of experiential value on customer satisfaction with service encounters in luxury-hotel restaurants. International Journal of Hospitality Management, 28(4), 586- 593. doi:10.1016/j.ijhm.2009.03.008.
  • Yalçın, A. ve Ene, S. (2013). Online Ortamda kurumsal marka imajının marka sadakati ile ilşkisi üzerine bir araştırma. Marmara Üniversitesi İktisadi ve İdari Bilimler Dergisi, 1(34), 113-134.
  • Yang, K. F., Yang, H. W., Chang, W. Y. ve Chien, H. K. (2017). The effect of service quality among customer satisfaction, brand loyalty and brand image. IEEE International Conference on Industrial Engineering and Engineering Management, 2286-2290. doi: 10.1109/IEEM.2017.8290299.

The Role of Customer Satisfaction between Service Quality in Food and Beverage Industry, and Brand Loyalty and Brand Image

Year 2023, Volume: 12 Issue: 1, 224 - 239, 25.01.2023
https://doi.org/10.33206/mjss.1183805

Abstract

In the service quality literature, there are limited empirical studies examining the relationships between service quality, brand loyalty, brand image, and customer satisfaction. On the other hand, the rapid growth experienced in the food service sector due to the developing welfare level has brought a very intense competition in the sector. The literature for the sector shows that customer satisfaction plays a mediator role in the relationship between these four variables. In this study, the role of customer satisfaction in the relationships between food and beverage service quality, brand loyalty and brand image are investigated. The research was conducted on the customers of an international franchise company providing food and beverage services. Data were collected by survey technique. For this purpose, a structural equation model (SEM) compatible with the literature was created. The data were analyzed using the Partial Least Squares-Structural Equation Model (PLES-SEM) method. Findings show that customer satisfaction has an indirect and significant effect on the relationship between service quality, brand loyalty and brand image in the food and beverage industry. As a result, it has been seen that organizations that want to continue their existence and profitability in the service sector, where competition is very intense, should focus on customer satisfaction. 

References

  • Aulia, D. ve Briliana, V. (2017). Brand equity dimension and consumer behavior in social media. South East Asia Journal of Contemporary Business, Economics and Law, 13(2), 15-24.
  • Aydoğdu, A., Yaşarsoy, E. ve Dilsiz, T. (2019). Service quality and consumer satisfaction in food-beverage establishments: Kastamonu case study. Journal of Tourism Theory and Research, 5(2), 155- 170. doi:10.24288/jttr.527356.
  • Bilgin, Y. (2017). Restoran işletmelerinde hizmet kalitesi, müşteri memnuniyeti ve müşteri sadakatinin ağızdan ağıza pazarlamaya etkisi. Journal of Business Research - Turk, 9(4), 33-62. doi: 10.20491/isarder.2017.320.
  • Bitner, M. J. (1992). Servicescapes: The impact of physical surroundings on customers and employees. Journal of Marketing, 56(2), 57. doi: 10.2307/1252042.
  • Brady, M. K. ve Cronin, J. J. (2001). Some new thoughts on conceptualizing perceived service quality: A hierarchical approach. Journal of Marketing, 65(3), 34-49. doi: 10.1509/jmkg.65.3.34.18334.
  • Brodie, R. J., Whittome, J. R. M. ve Brush, G. J. (2009). Investigating the service brand: A customer value Perspective. Journal of Business Research, 62(3), 345-355. doi: 10.1016/j.jbusres.2008.06.008.
  • Caruana, A., Money, A. H. ve Berthon, P. R. (2000). Service quality and satisfaction – The moderating role of value. European Journal of Marketing, 34(11/12), 1338-1353. doi: 10.1108/03090560010764432.
  • Chinomona, R., Mahlangu, D. ve Pooe, D. (2013). Brand service quality, satisfaction, trust and preference as predictors of consumer brand loyalty in the retailing industry. Mediterranean Journal of Social Sciences, 4(14), 181-190. doi:10.5901/mjss.2013.v4n14p181.
  • Cho, B.-K., Kim, S.-H. ve Lee, D. (2020). Effects of dessert café environmental characteristics on overall quality, brand iimage and loyalty. The Korean Journal of Franchise Management, 11(3), 43-57. doi:10.21871/kjfm.2020.9.11.3.43.
  • Cretu, A. E. ve Brodie, R. J. (2007). The influence of brand image and company reputation where manufacturers market to small firms: A customer value perspective. Industrial Marketing Management, 36(2), 230-240. doi: 10.1016/j.indmarman.2005.08.013.
  • Cronin, J. J. ve Taylor, S. A. (1992). Measuring service quality: A reexamination and extension. Journal of Marketing, 56(3), 55. doi: 10.2307/1252296.
  • Cronin, J. J. ve Taylor, S. A. (1994). SERVPERF versus SERVQUAL: Reconciling performance-based and perceptions-minus-expectations measurement of service quality. Journal of Marketing, 58(1), 125. doi: 10.2307/1252256.
  • Eleren, A. (2009). Müşteri beklentilerine dayalı bi̇r hi̇zmet kalitesi ölçüm modeli: termal otel ı̇şletmeciliğinde bir uygulama. SÜ İİBF Sosyal ve Ekonomik Araştırmalar Dergisi, 9(18), 395-420.
  • Fick, G. R. ve Ritchie, J. R. B. (1991). Measuring service quality in the travel and tourism industry. Journal of Travel Research, 30(2), 2–9. doi:10.1177/004728759103000201.
  • Ha, J. ve Jang, S. (Shawn). (2010). Effects of service quality and food quality: The moderating role of atmospherics in an ethnic restaurant segment. International Journal of Hospitality Management, 29(3), 520-529. doi: 10.1016/j.ijhm.2009.12.005.
  • Han, H. ve Ryu, K. (2009). The roles of the physical environment, price perception, and customer satisfaction in determining customer loyalty in the restaurant ındustry. Journal of Hospitality and Tourism Research, 33(4), 487-510. doi: 10.1177/1096348009344212.
  • Henseler, J., Ringle, C. M. ve Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115-135. doi: 10.1007/s11747-014-0403-8.
  • Jin, N., Lee, S. ve Huffman, L. (2012). Impact of restaurant experience on brand ımage and customer loyalty: Moderating role of dining motivation. Journal of Travel and Tourism Marketing, 29(6), 532- 551. doi: 10.1080/10548408.2012.701552.
  • Kim, W. G. ve Kim, H. B. (2004). Measuring Customer-based restaurant brand equity: Investigating the relationship between brand equity and firms’ performance. Cornell Hotel and Restaurant Administration Quarterly, 45(2), 115-131. doi:10.1177/0010880404264507.
  • Mattila, A. S. (2001). Emotional bonding and restaurant loyalty. Cornell Hotel and Restaurant Administration Quarterly, 42(6), 73-79. doi: 10.1016/S0010-8804(01)81012-0.
  • Mazanec, J. A. (1995). Positioning analysis with self-organizing maps: An exploratory study on luxury hotels. Cornell Hotel and Restaurant Administration Quarterly, 36(6), 80-95. doi: 10.1016/0010- 8804(96)81007-X.
  • Namkung, Y. ve Jang, S. (Shawn). (2007). Does food quality really matter in restaurants? Its impact on customer satisfaction and behavioral intentions. Journal of Hospitality and Tourism Research, 31(3), 387-409. doi: 10.1177/1096348007299924.
  • Parasuraman, A., Zeithaml, V. A. ve Berry, L. L. (1985). A conceptual model of service quality and its implications for future research. Journal of Marketing, 49(4), 41. doi: 10.2307/1251430.
  • Raajpoot, N. A. (2002). TANGSERV: A multiple item scale for measuring tangible quality in foodservice industry. Journal of Foodservice Business Research, 5(2), 109-127. doi:10.1300/J369v05n02_08.
  • Rahul, A. K. (2021). The impact of brand image on consumer behavior: A literature Review. International Journal of All Research Education and Scientific Methods, 9(6), 1667-1674.
  • Ringle, C. M., Wende, S. ve Becker, J. M. (2015). SmartPLS 3. Boenningstedt: SmartPLS GmbH. http://www.smartpls.com
  • Rodrigues, P., Pinto Borges, A. ve Sousa, A. (2021). Authenticity as an antecedent of brand ımage in a positive emotional consumer relationship: The case of craft beer brands. EuroMed Journal of Business. doi:10.1108/EMJB-03-2021-0041
  • Rust, R. T. ve Oliver, R. L. (1994). Service quality: Insights and manegerial implications from the frontier. In R. T. Rust & R. L. Oliver (Edt.), Service Quality: New Directions in Theory and Practice (pp. 1-19). SAGE Publications.
  • Ryu, K. ve Han, H. (2011). New or repeat customers: How does physical environment influence their restaurant experience? International Journal of Hospitality Management, 30(3), 599–611. doi:10.1016/j.ijhm.2010.11.004
  • Ryu, K. ve Jang, S. (Shawn). (2008). DINESCAPE: A scale for customers’ perception of dining environments. Journal of Foodservice Business Research, 11(1), 2-22. doi:10.1080/15378020801926551
  • Saleem, H. ve Raja, N. S. (2014). The impact of service quality on customer satisfaction, customer loyalty and brand image: Evidence from hotel industry of Pakistan. Middle - East Journal of Scientific Research, 19(5), 706-711. doi:10.5829/idosi.mejsr.2014.19.5.21018
  • Sancak, M. (2019). Yiyecek-içecek sektöründe müşteri memnuniyeti ve hizmet kalitesinin marka sadakatine etkisi; küresel ve yerel markalar üzerine bir analiz. Beykent Üniversitesi.
  • Santouridis, I. ve Trivellas, P. (2010). Investigating the impact of Service quality and customer satisfaction on customer loyalty in mobile telephony in Greece. The TQM Journal, 22(3), 330-343. doi: 10.1108/17542731011035550.
  • Sarstedt, M., Ringle, C. M. ve Hair, J. F. (2021). Partial least squares structural equation modeling. In C. Homburg & M. Klarmann (Edt.), Handbook of market research (pp. 1-47). Springer.
  • Schermelleh-Engel, K., Moosbrugger, H. ve Müller, H. (2003). Evaluating the fit of structural equation models: Tests of significance and descriptive goodness-of-fit measures. Methods of Psychological Research Online, 8(2), 23-74.
  • Sönmez Çakır, F. (2020). Kısmi En küçük kareler yapısal eşitlik modellemesi (PLS-SEM). Gazi Kitabevi.
  • Stevens, P., Knutson, B. ve Patton, M. (1995). DINESERV: A tool for measuring service quality in restaurants. The Cornell Hotel and Restaurant Administration Quarterly, 36(2), 5. doi: 10.1016/0010- 8804(95)93844-k.
  • Sulek, J. M. ve Hensley, R. L. (2004). The relative importance of food, atmosphere, and fairness of wait: The case of a full-service restaurant. Cornell Hotel and Restaurant Administration Quarterly, 45(3), 235-247. doi: 10.1177/0010880404265345.
  • Temizel, G. ve Garda, B. (2017). Konaklama İşletmelerinde Hizmet Kalitesi Kavramı ve Hizmet Kalitesinin Ölçülmesinde Kullanılan Modeller. Selçuk Üniversitesi Sosyal ve Teknik Araştırmalar Dergisi, 14, 161-171.
  • Tuncer, İ. (2017). Yiyecek içecek işletmelerinde hizmet kalitesi boyutları ve ölçeklerinin incelenmesi. International Journal of Academic Value Studies, 3(16), 321-329. doi: 10.23929/javs.624.
  • Tuncer, İ. (2019). Hizmet kalitesi, kurumsal imaj, müşteri memnuniyeti ve davranışsal niyet arasındaki ilişkinin incelenmesi: Kısmi en küçük kareler ile yapısal eşitlik modeli. Journal of Tourism and Gastronomy Studies, 7(3), 1788–1805. doi:10.21325/jotags.2019.448.
  • Wu, C. H. J. ve Liang, R. Da. (2009). Effect of experiential value on customer satisfaction with service encounters in luxury-hotel restaurants. International Journal of Hospitality Management, 28(4), 586- 593. doi:10.1016/j.ijhm.2009.03.008.
  • Yalçın, A. ve Ene, S. (2013). Online Ortamda kurumsal marka imajının marka sadakati ile ilşkisi üzerine bir araştırma. Marmara Üniversitesi İktisadi ve İdari Bilimler Dergisi, 1(34), 113-134.
  • Yang, K. F., Yang, H. W., Chang, W. Y. ve Chien, H. K. (2017). The effect of service quality among customer satisfaction, brand loyalty and brand image. IEEE International Conference on Industrial Engineering and Engineering Management, 2286-2290. doi: 10.1109/IEEM.2017.8290299.
Year 2023, Volume: 12 Issue: 1, 224 - 239, 25.01.2023
https://doi.org/10.33206/mjss.1183805

Abstract

References

  • Aulia, D. ve Briliana, V. (2017). Brand equity dimension and consumer behavior in social media. South East Asia Journal of Contemporary Business, Economics and Law, 13(2), 15-24.
  • Aydoğdu, A., Yaşarsoy, E. ve Dilsiz, T. (2019). Service quality and consumer satisfaction in food-beverage establishments: Kastamonu case study. Journal of Tourism Theory and Research, 5(2), 155- 170. doi:10.24288/jttr.527356.
  • Bilgin, Y. (2017). Restoran işletmelerinde hizmet kalitesi, müşteri memnuniyeti ve müşteri sadakatinin ağızdan ağıza pazarlamaya etkisi. Journal of Business Research - Turk, 9(4), 33-62. doi: 10.20491/isarder.2017.320.
  • Bitner, M. J. (1992). Servicescapes: The impact of physical surroundings on customers and employees. Journal of Marketing, 56(2), 57. doi: 10.2307/1252042.
  • Brady, M. K. ve Cronin, J. J. (2001). Some new thoughts on conceptualizing perceived service quality: A hierarchical approach. Journal of Marketing, 65(3), 34-49. doi: 10.1509/jmkg.65.3.34.18334.
  • Brodie, R. J., Whittome, J. R. M. ve Brush, G. J. (2009). Investigating the service brand: A customer value Perspective. Journal of Business Research, 62(3), 345-355. doi: 10.1016/j.jbusres.2008.06.008.
  • Caruana, A., Money, A. H. ve Berthon, P. R. (2000). Service quality and satisfaction – The moderating role of value. European Journal of Marketing, 34(11/12), 1338-1353. doi: 10.1108/03090560010764432.
  • Chinomona, R., Mahlangu, D. ve Pooe, D. (2013). Brand service quality, satisfaction, trust and preference as predictors of consumer brand loyalty in the retailing industry. Mediterranean Journal of Social Sciences, 4(14), 181-190. doi:10.5901/mjss.2013.v4n14p181.
  • Cho, B.-K., Kim, S.-H. ve Lee, D. (2020). Effects of dessert café environmental characteristics on overall quality, brand iimage and loyalty. The Korean Journal of Franchise Management, 11(3), 43-57. doi:10.21871/kjfm.2020.9.11.3.43.
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There are 44 citations in total.

Details

Primary Language Turkish
Journal Section Research Article
Authors

Metin Bayram 0000-0002-9483-7850

Hüseyin Burgazoğlu 0000-0001-8504-1853

Selman Hızal 0000-0001-6345-0066

Ali Gülden 0000-0002-8607-5155

Publication Date January 25, 2023
Submission Date October 3, 2022
Published in Issue Year 2023 Volume: 12 Issue: 1

Cite

APA Bayram, M., Burgazoğlu, H., Hızal, S., Gülden, A. (2023). Yiyecek İçecek Hizmet Kalitesi ile Marka Sadakati ve Marka İmajı Arasında Müşteri Memnuniyetinin Rolü. MANAS Sosyal Araştırmalar Dergisi, 12(1), 224-239. https://doi.org/10.33206/mjss.1183805
AMA Bayram M, Burgazoğlu H, Hızal S, Gülden A. Yiyecek İçecek Hizmet Kalitesi ile Marka Sadakati ve Marka İmajı Arasında Müşteri Memnuniyetinin Rolü. MJSS. January 2023;12(1):224-239. doi:10.33206/mjss.1183805
Chicago Bayram, Metin, Hüseyin Burgazoğlu, Selman Hızal, and Ali Gülden. “Yiyecek İçecek Hizmet Kalitesi Ile Marka Sadakati Ve Marka İmajı Arasında Müşteri Memnuniyetinin Rolü”. MANAS Sosyal Araştırmalar Dergisi 12, no. 1 (January 2023): 224-39. https://doi.org/10.33206/mjss.1183805.
EndNote Bayram M, Burgazoğlu H, Hızal S, Gülden A (January 1, 2023) Yiyecek İçecek Hizmet Kalitesi ile Marka Sadakati ve Marka İmajı Arasında Müşteri Memnuniyetinin Rolü. MANAS Sosyal Araştırmalar Dergisi 12 1 224–239.
IEEE M. Bayram, H. Burgazoğlu, S. Hızal, and A. Gülden, “Yiyecek İçecek Hizmet Kalitesi ile Marka Sadakati ve Marka İmajı Arasında Müşteri Memnuniyetinin Rolü”, MJSS, vol. 12, no. 1, pp. 224–239, 2023, doi: 10.33206/mjss.1183805.
ISNAD Bayram, Metin et al. “Yiyecek İçecek Hizmet Kalitesi Ile Marka Sadakati Ve Marka İmajı Arasında Müşteri Memnuniyetinin Rolü”. MANAS Sosyal Araştırmalar Dergisi 12/1 (January 2023), 224-239. https://doi.org/10.33206/mjss.1183805.
JAMA Bayram M, Burgazoğlu H, Hızal S, Gülden A. Yiyecek İçecek Hizmet Kalitesi ile Marka Sadakati ve Marka İmajı Arasında Müşteri Memnuniyetinin Rolü. MJSS. 2023;12:224–239.
MLA Bayram, Metin et al. “Yiyecek İçecek Hizmet Kalitesi Ile Marka Sadakati Ve Marka İmajı Arasında Müşteri Memnuniyetinin Rolü”. MANAS Sosyal Araştırmalar Dergisi, vol. 12, no. 1, 2023, pp. 224-39, doi:10.33206/mjss.1183805.
Vancouver Bayram M, Burgazoğlu H, Hızal S, Gülden A. Yiyecek İçecek Hizmet Kalitesi ile Marka Sadakati ve Marka İmajı Arasında Müşteri Memnuniyetinin Rolü. MJSS. 2023;12(1):224-39.

MANAS Journal of Social Studies