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Abstract


THE EFFECT OF RESTAURANT ATMOSPHERE ON REVISIT INTENTIONS: THE MEDIATING ROLE OF FLOW EXPERIENCE
In today's world where expectations of consumers towards products or services has become prominent, the desire of people to have good experiences have gradually become more important than the other factors. Especially, being able to response such experience desires of consumers in the service industry is quite important in terms of providing the behavioural commitment of the consumer. In order to obtain this relevant experience in service industry, the product should be supported by the physical environmental elements. The atmosphere concept revealed by Kotler (1973) is expressed as the buying environments which are consciously built by the help of certain components. In a growing competitive environment as the result of people's satisfying their eating and drinking needs outside, it is quite important for enterprises to make different products and build an experience environment. The purpose of this study is to reveal the effect of restaurant atmosphere on the intention to revisit as well as to determine the intermediary role of flow experience as a result of joy and happiness arising from the individual's actions. Accordingly, two restaurants active in Istanbul were identified, questionnaire forms were created and data were obtained from 386 participants who visited those restaurants. As the result of statistical tests obtained from the participants, it was determined that the restaurant atmosphere perceptions of participants were effective on their intention to revisit and that the flow experience had an intermediary role in this effect. Moreover, it was identified that high level positive perceptions of restaurant customers was focused on service staff extent of the atmosphere. Based on these results, all of the determined hypotheses were accepted.

Keywords
Atmosphere, Restaurant Atmosphere, Flow Experience, Intermediary Effect.


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