Tüketicilerin Online Yiyecek ve İçecek Hizmetlerine Yönelik Tutum ve Memnuniyetleri
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Tarih
2022-01-24
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info:eu-repo/semantics/openAccess
Özet
Online yiyecek ve içecek ürünleri satın almak, özellikle genç nesil arasında yaygın bir uygulama haline dönüşmekte ve e-ticaret satışları her yıl artmaktadır. Koronavirüs hastalığıyla (COVID-19) birlikte daha fazla tüketici, daha fazla sayıda ve sıklıkta çevrimiçi yiyecek-içecek hizmeti talep etmekle birlikte online tüketicilerin davranışları konusunda pazarlamacılara yol gösterici olabilecek bilimsel çalışmalara ihtiyaç bulunmaktadır. Bu araştırmada online yiyecek-içecek sipariş yöntemini kullanan tüketicilerin tutum ve memnuiyetlerine yönelik bilimsel temelli bir bakış açısı oluşturulması ve ilgili işletmelere destek sağlanması amaçlanmaktadır. Bu çerçevede Zonguldak ilinde online yiyecek-içecek hizmeti talep eden 471 tüketiciden anket tekniği kapsamında veri sağlanmış ve verilerin analizinde online yiyecek-içecek tüketicilerinin tutumlarını kullanım kolaylığı, algılanan fayda, algılanan güven ve hijyen algısı olmak üzere dört boyutta ilişkilendirdikleri ve memnuniyetlerini ise siparişin zamanında ve eksiksiz teslim edilmesi ile sipariş sonrası yaşanan olumsuzluklara karşı çözümler sunulmasıyla açıkladıkları görülmüştür. Bununla birlikte tüketicilerin tutumları ile memnuniyetleri arasındaki ilişkiye yönelik çoklu doğrusal regresyon analizi kapsamında, kullanım kolaylığı, algılanan fayda ve hijyen algısının tüketicilerin memnuniyetini etkilediği, algılanan güvenin ise online satın alma memnuniyetini etkilemediği tespit edilmiştir.
Online Buying food and beverage products is becoming a common practice, especially among the younger generation, and e-commerce sales are increasing every year. Along with the coronavirus disease (COVID-19), more consumers are requesting more and more frequent online food and beverage services, but scientific studies are needed that can guide marketers about the behavior of online consumers. Along with the coronavirus disease (COVID-19), more consumers are requesting more and more frequent online food and beverage services, but scientific studies are needed that can guide marketers about the behavior of online consumers. In this research, it is aimed to create a scientific-based perspective on the attitudes and satisfaction of consumers using the online food and beverage ordering method and to provide support to related businesses. In this context, data were obtained from 471 consumers requesting online food and beverage service in Zonguldak province within the scope of the survey technique, and in the analysis of the data, they correlated the attitudes of online food and beverage consumers in four dimensions: ease of use, perceived usefulness, perceived trust and hygiene perception, and their satisfaction in the timely and completeness of the order. It has been seen that they explained it by providing solutions against the negativities experienced after the delivery of the order. However, within the scope of the multiple linear regression analysis on the relationship between consumers attitudes and satisfaction, it was determined that ease of use, perceived usefulness and hygiene perception affect consumers satisfaction, while perceived trust does not affect online purchasing satisfaction."
Online Buying food and beverage products is becoming a common practice, especially among the younger generation, and e-commerce sales are increasing every year. Along with the coronavirus disease (COVID-19), more consumers are requesting more and more frequent online food and beverage services, but scientific studies are needed that can guide marketers about the behavior of online consumers. Along with the coronavirus disease (COVID-19), more consumers are requesting more and more frequent online food and beverage services, but scientific studies are needed that can guide marketers about the behavior of online consumers. In this research, it is aimed to create a scientific-based perspective on the attitudes and satisfaction of consumers using the online food and beverage ordering method and to provide support to related businesses. In this context, data were obtained from 471 consumers requesting online food and beverage service in Zonguldak province within the scope of the survey technique, and in the analysis of the data, they correlated the attitudes of online food and beverage consumers in four dimensions: ease of use, perceived usefulness, perceived trust and hygiene perception, and their satisfaction in the timely and completeness of the order. It has been seen that they explained it by providing solutions against the negativities experienced after the delivery of the order. However, within the scope of the multiple linear regression analysis on the relationship between consumers attitudes and satisfaction, it was determined that ease of use, perceived usefulness and hygiene perception affect consumers satisfaction, while perceived trust does not affect online purchasing satisfaction."
Açıklama
Anahtar Kelimeler
Online yiyecek-içecek hizmetleri, kullanım kolaylığı, algılanan fayda, algılanan güven, hijyen algısı, satın alma memnuniyeti., Online food and beverage services, ease of use, perceived usefulness, perceived trust, hygiene perception, purchase satisfaction.
