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The Effect Of Hedonic And Utilitarian Values On Satisfaction And Behavioral Intentions: Ethnic Restaurants Example

Year 2021, Volume: 5 Issue: 3, 522 - 539, 30.10.2021

Duran Cankül Anıl Kurt Mustafa Çağatay Kızıltaş

https://doi.org/10.32958/gastoria.993869

Abstract

In this research, it is aimed to examine the relationship between hedonic and utilitarian values, consumer satisfaction and behavioral intentions in ethnic restaurants. Following the aim, the research uses a questionnaire that is one of the quantitative methods The population of the study consists of ethnic restaurant customers living in Turkey, and the sample of the study consists of 393 consumers who were determined by convenience sampling method and had at least one experience of eating in an ethnic restaurant. In the analysis of the data, confirmatory factor analysis (CFA) was applied to determine the consistency and reliability of the measurement variables. Afterwards, the adequacy of the research model and the validity of the hypotheses were tested with structural equation modeling (SEM). As a result, it has been determined that the hedonic value variable has a statistically significant and positive effect on consumer satisfaction and behavioral intention in ethnic restaurants. While the utilitarian value variable has an effect on consumer satisfaction, it has been determined that it has no significant effect on behavioral intention and has less effect than hedonic value. At the same time, it draws attention as another result that consumer satisfaction acts as a bridge between hedonic and utilitarian value and behavioral intentions and has a positive effect on behavioral intentions.

Keywords

Hedonic value utilitarian value consumer satisfaction behavioral intentions ethnic restaurants

References

  • Anderson, J. C., & Gerbing, D. W. (1988). Structural equation modeling in practice: A review and recommended two-step approach. Psychological bulletin, 103(3), 411.
  • Angelo, R. M., & Vladimir, A. (1991). Hospitality Today : An Introduction.
  • Babin, B. J., Darden, W. R., & Griffin, M. (1994). Work and/or Fun: Measuring Hedonic and Utilitarian Shopping Value. Journal of Consumer Research, 20(4), 644–656.
  • Başaran, Ü., & Büyükyılmaz, O. (2015). The Effects of Utilitarian and Hedonic Values on Young Consumers’ Satisfaction and Behavioral Intentions. Eurasian Journal of Business and Economics, 8(16), 1-18.
  • Baştürk, S., & Taştepe, M. (2013). Evren ve Örneklem. Bilimsel Araştırma Yöntemleri (s. 129-159). içinde Ankara: Vize Yayıncılık.
  • Batra, A. (2008). Foreign Tourists' Motivation and Information Source(s) Influencing Their Preference for Eating Out at Ethnic Restaurants in Bangkok. International Journal, 9(1), 1-17.
  • Batra, R., & Ahtola, O. T. (1991). Measuring the hedonic and utilitarian sources of consumer attitudes. Marketing Letters, 2(2), 159–170.
  • Carpenter, J. M. (2008). Consumer Shopping Value, Satisfaction and Loyalty in Discount Retailing. Journal of Retailing and Consumer Services, 15, 358-363.
  • Cevizkaya, G. (2015). Tüketicilerin etnik restoran işletmelerini tercih nedenleri : İstanbul' da bir araştırma. (Yayınlanmamış Yüksek Lisans Tezi). Balıkesir Üniversitesi Sosyal Bilimler Enstitüsü, Balıkesir.
  • Clemes, M. D., Gan, C., & Sriwongrat, C. (2013). Consumer's Choice Factors of an Upscale Ethnic Restaurant. Journal of Food Products Marketing, 19(5), 413-438.
  • Corbin, J., & Strauss, A. (2015). Basics of Qualitative Research. Thousand Oaks, CA: Sage publications.
  • Demir, Y. (2020). Hedonik ve Yararcı Tüketim Değerinin Memnuniyet ve Davranışsal Niyetler Üzerindeki Etkisini Belirlemeye Yönelik Bir Araştırma. Uluslararası Beşeri Bilimler ve Eğitim Dergisi, 6(14), 644 - 669.
  • Dhar, R., & Wertenbroch, K. (2000). Consumer Choice between Hedonic and Utilitarian Goods. Journal of Marketing Research, 37(1), 60-71.
  • Ha, J., & Jang, S. (2010). Perceived values, satisfaction, and behavioral intentions: The role of familiarity in Korean restaurants. International Journal of Hospitality Management, 29(1), 2-13.
  • Hanzaee, K. H., & Rezaeyeh, S. P. (2013). Investigation of the effects of hedonic value and utilitarian value on customer satisfaction and behavioural intentions. African Journal of Business Management, 7(11), 818-825.
  • Holbrook, M. B., & Hirschman, E. C. (1982). The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun. Journal of Consumer Research, 9(2), 132-140.
  • Ingerson, S., & Kim, A. K. (2016). Exploring the value of an ethnic restaurant experience: a consumer perspective towards Korean restaurants. Tourism Recreation, 41(2), 199-212.
  • Jang, S., & Ha, J. (2015). The Influence of Cultural Experience: Emotions in Relation to Authenticity at Ethnic Restaurants. Journal of Foodservice Business Research, 18(3), 287-306.
  • Josiam, B. M., & Henry, W. (2014). Eatertainment: Utilitarian and Hedonic Motivations for Patronizing Fun Experience Restaurants. Procedia - Social and Behavioral Sciences, 144, 187 – 202.
  • Koçbek, A. D. (2005). Yiyecek ve içecek sektöründe hizmet kalitesi ve müşteri memnuyeti: etnik restoranlara yönelik bir araştırma. (Yayınlanmamış Yüksek Lisans Tezi). Anadolu Üniversitesi Sosyal Bilimler Enstitüsü, Eskişehir.
  • Kwon, D. Y. (2015). What is ethnic food? Journal of Ethnic Foods, 2(1), 1.
  • Ladhari, R. (2009). Service quality, emotional satisfaction, and behavioural intentions: A study in the hotel industry. Managing Service Quality, 19(3), 308-331.
  • Liu, H., Li, H., DiPietro, R. B., & Levitt, J. A. (2018). The role of authenticity in mainstream ethnic restaurants: evidence from an independent full-service Italian restaurant. International Journal of Contemporary Hospitality, 30(2), 1035-1053.
  • Liu, Y., Ting, H., & Ringle, C. (2021). Appreciation to and Behavior Intention Regarding Upscale Ethnic Restaurants. Journal of Hospitality & Tourism Research, 20(10), 1-22.
  • Namkung, Y., & Jang, S. (2007). Does Food Quality Really Matter in Restaurants? Its Impact On Customer Satisfaction and Behavioral Intentions. Journal of Hospitality & Tourism Research, 31(3), 387-410.
  • Nejati, M., & Moghaddam, P. P. (2013). The effect of hedonic and utilitarian values on satisfaction and behavioural intentions for dining in fast-casual restaurants in Iran. British Food Journal, 1583-1596.
  • Okazaki, E. (2008). A Community-Based Tourism Model: Its Conception and Use. Journal of Sustainable Tourism, 16(5), 511-529.
  • Oliver, R. L. (1999). Whence Consumer Loyalty? Journal of Marketing, 63, 33–44.
  • Park, C. (2004). Efficient or enjoyable? Consumer values of eating-out and fast food restaurant consumption in Korea. International Journal of Hospitality Management , 23(1), 87-94.
  • Petek, S. (2017). Şehir içi restoranlarda işletme marka kavramı ve iç mekân kurgusunun alâkart ve fast food restoranlarda irdelenmesi. (Yayımlanmamış Yüksek Lisans Tezi). Mimar Sinan Güzel Sanatlar Üniversitesi, Fen Bilimleri Enstitüsü, İstanbul.
  • Ryu, K., Han, H., & Jang, S. (. (2010). Relationships among hedonic and utilitarian values, satisfaction and behavioral intentions in the fast-casual restaurant industry. International Journal of Contemporary Hospitality Management, 22(3), 416-432.
  • Scheuren, F. (2004). What is a Survey? Alexandria: American Statistical Association.
  • Smith, J. B., & Colgate, M. (2007). Customer Value Creation: A Practical Framework. Journal of Marketing Theory and Practice, 15(1), 7-23.
  • Sünnetçioğlu, S., Yıldırım, H. M., & Bertecene, B. (2020). Dining Experiences of Consumers in Ethnic Restaurants: Analysis of Tripadvisor Reviews for Japanese Restaurants in Istanbul. Manisa Celal Bayar Üniversitesi Sosyal Bilimler Dergisi, 18(Armağan Sayısı), 71 - 82.
  • Teyin, G., Sormaz, Ü., Nizamlıoğlu, F., Pekerşen, Y., & Aslan, N. (2017). Turizm Sektöründe Etnik Restoranlar: İstanbul Örneği. Journal of Tourism and Gastronomy Studies, 5(22), 77-87.
  • Utami, H. D. (2004). Consumer behaviour and food processor response towards ethnic food in East Java, Indonesia. Massey University, Institute of Natural Resources. Palmerston North, New Zealand : Massey University.
  • Wang, E. S.-T. (2010). Internet Usage Purposes and Gender Differences in the Effects of Perceived Utilitarian and Hedonic Value. CYBERPSYCHOLOGY, BEHAVIOR, AND SOCIAL NETWORKING, 13(2), 179-183.
  • Yağar, F., & Dökme, S. (2018). Niteliksel Araştırmaların Planlanması: Araştırma Soruları, Örneklem Seçimi, Geçerlik Ve Güvenirlik. Gazi Sağlık Bilimleri Dergisi, 3(3), 1-9.

Hedonik ve Faydacı Değerlerin Tüketici Tatmini ve Davranışsal Niyetlere Etkisi: Etnik Restoranlar Örneği

Year 2021, Volume: 5 Issue: 3, 522 - 539, 30.10.2021

Duran Cankül Anıl Kurt Mustafa Çağatay Kızıltaş

https://doi.org/10.32958/gastoria.993869

Abstract

Bu araştırmada etnik restoranlar özelinde hedonik ve faydacı değerlerin tüketici tatmini ve davranışsal niyetler arasındaki ilişkiyi incelemek amaçlanmaktadır. Bu amaç doğrultusunda Türkiye’de yaşayan, en az bir defa etnik restoranda yemek yeme deneyimine sahip olan 393 kişiye anket uygulanmıştır. Verilerin analizinde ölçüm değişkenlerin tutarlılığı ve güvenilirliğinin tespit edilmesi amacıyla doğrulayıcı faktör analizi (DFA) uygulanmıştır. Sonrasında yapısal eşitlik modellemesi (YEM) ile araştırma modelinin yeterliliği ve hipotezlerin geçerliliği test edilmiştir. Elde edilen bulgular incelendiğinde hedonik değer değişkeninin etnik restoranlardaki tüketici tatminini ve davranışsal niyeti istatistiksel olarak anlamlı ve pozitif yönde etkilediği tespit edilmiştir. Faydacı değer değişkeninin ise tüketici tatmini üzerinde anlamlı ve pozitif yönlü bir etkisi bulunurken davranışsal niyet üzerinde anlamlı bir etkisinin bulunmadığı ve her iki değişken üzerinde de hedonik değere göre daha az etkili olduğu tespit edilmiştir. Aynı zamanda tüketici tatmininin hedonik ve faydacı değer ile davranışsal niyetler arasındaki bağlantıda köprü görevi gördüğü, davranışsal niyetler üzerinde pozitif yönlü bir etkisinin olduğu elde edilen bir diğer sonuç olarak dikkat çekmektedir.

Keywords

Hedonik değer faydacı değer tüketici tatmini davranışsal niyetler etnik restoranlar

References

  • Anderson, J. C., & Gerbing, D. W. (1988). Structural equation modeling in practice: A review and recommended two-step approach. Psychological bulletin, 103(3), 411.
  • Angelo, R. M., & Vladimir, A. (1991). Hospitality Today : An Introduction.
  • Babin, B. J., Darden, W. R., & Griffin, M. (1994). Work and/or Fun: Measuring Hedonic and Utilitarian Shopping Value. Journal of Consumer Research, 20(4), 644–656.
  • Başaran, Ü., & Büyükyılmaz, O. (2015). The Effects of Utilitarian and Hedonic Values on Young Consumers’ Satisfaction and Behavioral Intentions. Eurasian Journal of Business and Economics, 8(16), 1-18.
  • Baştürk, S., & Taştepe, M. (2013). Evren ve Örneklem. Bilimsel Araştırma Yöntemleri (s. 129-159). içinde Ankara: Vize Yayıncılık.
  • Batra, A. (2008). Foreign Tourists' Motivation and Information Source(s) Influencing Their Preference for Eating Out at Ethnic Restaurants in Bangkok. International Journal, 9(1), 1-17.
  • Batra, R., & Ahtola, O. T. (1991). Measuring the hedonic and utilitarian sources of consumer attitudes. Marketing Letters, 2(2), 159–170.
  • Carpenter, J. M. (2008). Consumer Shopping Value, Satisfaction and Loyalty in Discount Retailing. Journal of Retailing and Consumer Services, 15, 358-363.
  • Cevizkaya, G. (2015). Tüketicilerin etnik restoran işletmelerini tercih nedenleri : İstanbul' da bir araştırma. (Yayınlanmamış Yüksek Lisans Tezi). Balıkesir Üniversitesi Sosyal Bilimler Enstitüsü, Balıkesir.
  • Clemes, M. D., Gan, C., & Sriwongrat, C. (2013). Consumer's Choice Factors of an Upscale Ethnic Restaurant. Journal of Food Products Marketing, 19(5), 413-438.
  • Corbin, J., & Strauss, A. (2015). Basics of Qualitative Research. Thousand Oaks, CA: Sage publications.
  • Demir, Y. (2020). Hedonik ve Yararcı Tüketim Değerinin Memnuniyet ve Davranışsal Niyetler Üzerindeki Etkisini Belirlemeye Yönelik Bir Araştırma. Uluslararası Beşeri Bilimler ve Eğitim Dergisi, 6(14), 644 - 669.
  • Dhar, R., & Wertenbroch, K. (2000). Consumer Choice between Hedonic and Utilitarian Goods. Journal of Marketing Research, 37(1), 60-71.
  • Ha, J., & Jang, S. (2010). Perceived values, satisfaction, and behavioral intentions: The role of familiarity in Korean restaurants. International Journal of Hospitality Management, 29(1), 2-13.
  • Hanzaee, K. H., & Rezaeyeh, S. P. (2013). Investigation of the effects of hedonic value and utilitarian value on customer satisfaction and behavioural intentions. African Journal of Business Management, 7(11), 818-825.
  • Holbrook, M. B., & Hirschman, E. C. (1982). The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun. Journal of Consumer Research, 9(2), 132-140.
  • Ingerson, S., & Kim, A. K. (2016). Exploring the value of an ethnic restaurant experience: a consumer perspective towards Korean restaurants. Tourism Recreation, 41(2), 199-212.
  • Jang, S., & Ha, J. (2015). The Influence of Cultural Experience: Emotions in Relation to Authenticity at Ethnic Restaurants. Journal of Foodservice Business Research, 18(3), 287-306.
  • Josiam, B. M., & Henry, W. (2014). Eatertainment: Utilitarian and Hedonic Motivations for Patronizing Fun Experience Restaurants. Procedia - Social and Behavioral Sciences, 144, 187 – 202.
  • Koçbek, A. D. (2005). Yiyecek ve içecek sektöründe hizmet kalitesi ve müşteri memnuyeti: etnik restoranlara yönelik bir araştırma. (Yayınlanmamış Yüksek Lisans Tezi). Anadolu Üniversitesi Sosyal Bilimler Enstitüsü, Eskişehir.
  • Kwon, D. Y. (2015). What is ethnic food? Journal of Ethnic Foods, 2(1), 1.
  • Ladhari, R. (2009). Service quality, emotional satisfaction, and behavioural intentions: A study in the hotel industry. Managing Service Quality, 19(3), 308-331.
  • Liu, H., Li, H., DiPietro, R. B., & Levitt, J. A. (2018). The role of authenticity in mainstream ethnic restaurants: evidence from an independent full-service Italian restaurant. International Journal of Contemporary Hospitality, 30(2), 1035-1053.
  • Liu, Y., Ting, H., & Ringle, C. (2021). Appreciation to and Behavior Intention Regarding Upscale Ethnic Restaurants. Journal of Hospitality & Tourism Research, 20(10), 1-22.
  • Namkung, Y., & Jang, S. (2007). Does Food Quality Really Matter in Restaurants? Its Impact On Customer Satisfaction and Behavioral Intentions. Journal of Hospitality & Tourism Research, 31(3), 387-410.
  • Nejati, M., & Moghaddam, P. P. (2013). The effect of hedonic and utilitarian values on satisfaction and behavioural intentions for dining in fast-casual restaurants in Iran. British Food Journal, 1583-1596.
  • Okazaki, E. (2008). A Community-Based Tourism Model: Its Conception and Use. Journal of Sustainable Tourism, 16(5), 511-529.
  • Oliver, R. L. (1999). Whence Consumer Loyalty? Journal of Marketing, 63, 33–44.
  • Park, C. (2004). Efficient or enjoyable? Consumer values of eating-out and fast food restaurant consumption in Korea. International Journal of Hospitality Management , 23(1), 87-94.
  • Petek, S. (2017). Şehir içi restoranlarda işletme marka kavramı ve iç mekân kurgusunun alâkart ve fast food restoranlarda irdelenmesi. (Yayımlanmamış Yüksek Lisans Tezi). Mimar Sinan Güzel Sanatlar Üniversitesi, Fen Bilimleri Enstitüsü, İstanbul.
  • Ryu, K., Han, H., & Jang, S. (. (2010). Relationships among hedonic and utilitarian values, satisfaction and behavioral intentions in the fast-casual restaurant industry. International Journal of Contemporary Hospitality Management, 22(3), 416-432.
  • Scheuren, F. (2004). What is a Survey? Alexandria: American Statistical Association.
  • Smith, J. B., & Colgate, M. (2007). Customer Value Creation: A Practical Framework. Journal of Marketing Theory and Practice, 15(1), 7-23.
  • Sünnetçioğlu, S., Yıldırım, H. M., & Bertecene, B. (2020). Dining Experiences of Consumers in Ethnic Restaurants: Analysis of Tripadvisor Reviews for Japanese Restaurants in Istanbul. Manisa Celal Bayar Üniversitesi Sosyal Bilimler Dergisi, 18(Armağan Sayısı), 71 - 82.
  • Teyin, G., Sormaz, Ü., Nizamlıoğlu, F., Pekerşen, Y., & Aslan, N. (2017). Turizm Sektöründe Etnik Restoranlar: İstanbul Örneği. Journal of Tourism and Gastronomy Studies, 5(22), 77-87.
  • Utami, H. D. (2004). Consumer behaviour and food processor response towards ethnic food in East Java, Indonesia. Massey University, Institute of Natural Resources. Palmerston North, New Zealand : Massey University.
  • Wang, E. S.-T. (2010). Internet Usage Purposes and Gender Differences in the Effects of Perceived Utilitarian and Hedonic Value. CYBERPSYCHOLOGY, BEHAVIOR, AND SOCIAL NETWORKING, 13(2), 179-183.
  • Yağar, F., & Dökme, S. (2018). Niteliksel Araştırmaların Planlanması: Araştırma Soruları, Örneklem Seçimi, Geçerlik Ve Güvenirlik. Gazi Sağlık Bilimleri Dergisi, 3(3), 1-9.
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Details

Primary Language Turkish
Subjects Tourism (Other)
Journal Section Articles
Authors

Duran Cankül 0000-0001-5067-6904

Anıl Kurt This is me 0000-0003-3937-5590

Mustafa Çağatay Kızıltaş 0000-0003-2194-6041

Publication Date October 30, 2021
Submission Date September 10, 2021
Acceptance Date October 31, 2021
Published in Issue Year 2021 Volume: 5 Issue: 3

Cite

APA Cankül, D., Kurt, A., & Kızıltaş, M. Ç. (2021). Hedonik ve Faydacı Değerlerin Tüketici Tatmini ve Davranışsal Niyetlere Etkisi: Etnik Restoranlar Örneği. Gastroia: Journal of Gastronomy And Travel Research, 5(3), 522-539. https://doi.org/10.32958/gastoria.993869
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