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Restoranlardaki Menü Tasarım Unsurlarının Müşterilerin Tekrar Ziyaret Etme Niyeti Üzerindeki Etkisi

Year 2019, Volume: 6 Issue: 1, 249 - 261, 30.06.2019

Duran Cankül

Abstract

 Bu araştırmada, menü tasarım unsurlarının
müşterilerin restoranları tekrar ziyaret etme niyetlerine etkisini
açıklayabilmek amaçlanmaktadır. Bu amaç doğrultusunda araştırmada nicel
araştırma yöntemlerinden anket tekniği kullanılmıştır. Araştırmanın evrenini
Eskişehir’de bulunan birinci sınıf restoranların müşterileri oluşturmaktadır.
Araştırmanın örneklemini kolayda örnekleme yöntemi ile belirlenen ve bu
restoranlarda deneyim yaşayan 441 müşteri oluşturmaktadır. Verilerin analizinde
açıklayıcı faktör analizi ve regresyon analizleri kullanılmıştır. Faktör
analizi sonuçları menü tasarım unsurlarının “görsel ve kapak”, “şekil ve
boyut”, “içerik”, “yazı stili” ve “materyal” olmak üzere beş boyutta
toplandığını göstermektedir. Regresyon analizi sonuçlarında ise menü tasarım
unsurlarının müşterilerin hem bir bütün halinde hem de alt boyutları itibariyle
tekrar ziyaret etme niyetine olumlu bir etkisi olduğu görülmektedir.  

Keywords

Restoran Menü Menü Tasarımı Tekrar Ziyaret Etme Niyeti

References

  • Aaronallen. (2018). Menu Design: Why It’s Important and How to Do It Right, discussion paper available from https://aaronallen.com/blog/restaurant-menu-design-engineering/restaurant-menu-design.
  • Aktaş, A. & Özdemir, B. (2007). Otel İşletmelerinde Mutfak Yönetimi, Detay Yayıncılık, 2. Baskı, Ankara.
  • Altınel, H. (2009). Gastronomide Menü Yönetimi, İstanbul Üniversitesi, Sosyal Bilimler Enstitüsü, Yayınlanmamış Yüksek Lisans Tezi, İstanbul, 71, 82, 145-152.
  • Bacon, L. & Krpan, D. (2018). (Not) Eating fort he Environment: The Impact of Restaurant Menu Design on Vegetarian Food Choice, Appetite, 1-42.
  • Baiomy, A. E., Jones, E. & Goode, M. M. H. (2017). The Influence of Menu Design, Menu Item Descriptions and Menu Variety on Customer Satisfaction: A Case Study of Egypt, Tourism and Hospitality Research, 1-12.
  • Bowen, J.T. & Morris, A.J. (1995). Menu Design: Can Menus Sell?, International Journal Contemporary Hospitality Management, 7 (4), 4-9.
  • Cook, R. A., Hsu, C. H. C. & Marqua, J. J. (2016). Tourism the Business of Hospitality and Travel, (Çev. Ed. Tuna, M.), Fifth Edition, Nobel Yayıncılık, Ankara.
  • Çetinsöz, B. C. (2011). Uluslararası Seyahatlerde Turistlerin Çekim Yerinde Algıladıkları Risklerin Tekrar Ziyaret Etme Niyetlerine Etkileri: Alanya İlçesine Yönelik Bir Araştırma, Adnan Menderes Üniversitesi, Sosyal Bilimler Enstitüsü, Yüksek Lisans Tezi, Aydın.
  • Dapson, L. R., Hayes, D. K. & Miller, J. E. (2008). Food And Beverage Cost Control (Fourth Edition), New York Wiley ve Sons, Inc., Hoboken, New Jersey.
  • Fikri, M. K. R. & Ramadhan, A. S. (2011). The Effect of Menu Design on Customer Purchase Intention: A Case Study of ‘Waroeng Mas Kemal’ Restaurant. Journal of Business Strategy and Execution, 3(2), 137-153.
  • Filimonau, V. & Krivcova, M. (2016). Restaurant Menu Design and More Responsible Consumer Food Choice: An Exploratory Study of Managerial Perceptions. Journal of Cleaner Production, 143, 516-527.
  • Filimonau, V., Lemmer, C., Marshall, D. & Bejjani, G. (2017). ‘Nudging’ as an Architect of more Responsible Consumer Choice in Food Service Provision: The Role of Restaurant Menu Design, Journal of Cleaner Production, 161-170.
  • Gitelson, R. J. & Crompton, J. L. (1984). Insights into the Repeat Vacation Phenomenon, Annals of Tourism Research, 11, 199-217.
  • Goggins, G. & Rau, H. (2016). Beyond Calorie Counting: Assessing the Sustainability of Food Provided for Public Consumption. Journal of Cleaner Production, 112(1), 257-266.
  • Huang, S. & Hsu, C. H. (2009). Effects of travel motivation, past experience, perceived constraint, and attitude on revisit intention. Journal of Travel Research, 48 (1), 29-44.
  • Jones, P. & Mifli, M. (2001). Menu Development and Analysis in UK Restaurant Chains, Tourism and Hospitality Research, 3(1), 61-71.
  • Kelson, A. (1994). The Ten Commandments for Menu Success Restaurant Hospitality, 78(7), 103. https://compassbarsolutions.wordpress.com/2013/12/19/10-commandments-for-menu-success/
  • Kotschevar, L. H. & Withrow, D. (2007). Management By Menu (Fourth Edition), John Wiley ve Sons, Inc., Hoboken, New Jersey.
  • Kwong, L. Y. L. (2005). The Application of Menu Engineering and Design in Asian Restaurants, International Journal of Hospitality Management, 24(1), 91-106.
  • Mathisen, G. E., Einarsen, S. & Mykletun, R. (2008). The Occurrences And Correlates Of Bullying And Harassment İn The Restaurant Sector. Scandinavian Journal of Psychology, 49(1), 59-68.
  • McCall, M. & Lynn, A. (2008). The Effects of Restaurant Menu Item Descriptions on Perceptions of Quality, Price and Purchase Intention, Journal of Foodservice Business Research, 11:4, 439-445.
  • McVety, P. J., Ware, B. J. & Ware, C. L. (2009). Fundamentals of Menu Plannings (Third Edition), John Wiley ve Sons, Inc., Hoboken, New Jersey.
  • Moorthy, K., Chee, L. E., Yi, O. C., Ying, O. S., Woen, O. Y. & Wei. T. M. (2017) Customer loyalty to newly opened cafés and restaurants in Malaysia, Journal of Foodservice Business Research, 20:5, 525-541
  • Ozdemir, B. (2012). A Review on Menu Performance Investigation and Some Guiding Propositions, Journal of Foodservice Business Research, 15(4), 378-397.
  • Ozdemir, B. & Caliskan, O. (2013). A Review of Literature on Restaurant Menus: Specifying the Managerial Issues, International Journal of Gastronomy and Food Science, 1-11.
  • Ozdemir, B. & Caliskan, O. (2015). Menu Design: A Review of Literature, Journal of Foodservice Business Research, 18:3, 189-206.
  • Reynolds, T. & Taylor, J. (2009). Validating a DEA-based Menu Analysis Model using Structural Equation Modeling. International CHRIE Conference-Refereed Track, 1-12.
  • Reynolds, D., Merritt, E. A. & Pinckney, S. (2005). Understanding Menu Psychology: An Empirical Investigation of Menu Design and Consumer Response, International Journal of Hospitality ve Tourism Administration, 6:1, 1:9.
  • Shonk, D. J. & Chelladurai, P. (2008). Service Quality, Satisfaction, and Intent to Return in Event Sport Tourism. Journal of Sport Management, 22(5), 587–602.
  • Steen, H. K. (2016). Determinants of Revisit Intentions (The Main Determinants of Revisit Intentions to Norwegian Skiing Resorts). University of Agder, School of Business and Law, Institute of Strategy and Management, Master's Thesis, Norwegian.
  • Wang, D. (2004). Tourist Behaviour and Repeat Visitation to Hong Kong, Tourism Geographies, 6(1), February, 99-118.
  • Wansink, B., Painter, J. & Van Ittersum, K. (2001). Descriptive Menu Labels’ Effect on Sales. Cornell Hotel and Restaurant Administrative Quarterly, 42, 68–72.
  • Wu, H.-C., Ai, C.-H., Yang, L.-J., & Li, T. (2015). A Study of Revisit Intentions, Customer Satisfaction, Corporate Image, Emotions and Service Quality in the Hot Spring Industry. Journal of China Tourism Research, 11(4), 371–401.
  • Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The Behavioral Consequences of Service Quality. Journal of Marketing, 60(2), 31-46.

Year 2019, Volume: 6 Issue: 1, 249 - 261, 30.06.2019

Duran Cankül

Abstract

References

  • Aaronallen. (2018). Menu Design: Why It’s Important and How to Do It Right, discussion paper available from https://aaronallen.com/blog/restaurant-menu-design-engineering/restaurant-menu-design.
  • Aktaş, A. & Özdemir, B. (2007). Otel İşletmelerinde Mutfak Yönetimi, Detay Yayıncılık, 2. Baskı, Ankara.
  • Altınel, H. (2009). Gastronomide Menü Yönetimi, İstanbul Üniversitesi, Sosyal Bilimler Enstitüsü, Yayınlanmamış Yüksek Lisans Tezi, İstanbul, 71, 82, 145-152.
  • Bacon, L. & Krpan, D. (2018). (Not) Eating fort he Environment: The Impact of Restaurant Menu Design on Vegetarian Food Choice, Appetite, 1-42.
  • Baiomy, A. E., Jones, E. & Goode, M. M. H. (2017). The Influence of Menu Design, Menu Item Descriptions and Menu Variety on Customer Satisfaction: A Case Study of Egypt, Tourism and Hospitality Research, 1-12.
  • Bowen, J.T. & Morris, A.J. (1995). Menu Design: Can Menus Sell?, International Journal Contemporary Hospitality Management, 7 (4), 4-9.
  • Cook, R. A., Hsu, C. H. C. & Marqua, J. J. (2016). Tourism the Business of Hospitality and Travel, (Çev. Ed. Tuna, M.), Fifth Edition, Nobel Yayıncılık, Ankara.
  • Çetinsöz, B. C. (2011). Uluslararası Seyahatlerde Turistlerin Çekim Yerinde Algıladıkları Risklerin Tekrar Ziyaret Etme Niyetlerine Etkileri: Alanya İlçesine Yönelik Bir Araştırma, Adnan Menderes Üniversitesi, Sosyal Bilimler Enstitüsü, Yüksek Lisans Tezi, Aydın.
  • Dapson, L. R., Hayes, D. K. & Miller, J. E. (2008). Food And Beverage Cost Control (Fourth Edition), New York Wiley ve Sons, Inc., Hoboken, New Jersey.
  • Fikri, M. K. R. & Ramadhan, A. S. (2011). The Effect of Menu Design on Customer Purchase Intention: A Case Study of ‘Waroeng Mas Kemal’ Restaurant. Journal of Business Strategy and Execution, 3(2), 137-153.
  • Filimonau, V. & Krivcova, M. (2016). Restaurant Menu Design and More Responsible Consumer Food Choice: An Exploratory Study of Managerial Perceptions. Journal of Cleaner Production, 143, 516-527.
  • Filimonau, V., Lemmer, C., Marshall, D. & Bejjani, G. (2017). ‘Nudging’ as an Architect of more Responsible Consumer Choice in Food Service Provision: The Role of Restaurant Menu Design, Journal of Cleaner Production, 161-170.
  • Gitelson, R. J. & Crompton, J. L. (1984). Insights into the Repeat Vacation Phenomenon, Annals of Tourism Research, 11, 199-217.
  • Goggins, G. & Rau, H. (2016). Beyond Calorie Counting: Assessing the Sustainability of Food Provided for Public Consumption. Journal of Cleaner Production, 112(1), 257-266.
  • Huang, S. & Hsu, C. H. (2009). Effects of travel motivation, past experience, perceived constraint, and attitude on revisit intention. Journal of Travel Research, 48 (1), 29-44.
  • Jones, P. & Mifli, M. (2001). Menu Development and Analysis in UK Restaurant Chains, Tourism and Hospitality Research, 3(1), 61-71.
  • Kelson, A. (1994). The Ten Commandments for Menu Success Restaurant Hospitality, 78(7), 103. https://compassbarsolutions.wordpress.com/2013/12/19/10-commandments-for-menu-success/
  • Kotschevar, L. H. & Withrow, D. (2007). Management By Menu (Fourth Edition), John Wiley ve Sons, Inc., Hoboken, New Jersey.
  • Kwong, L. Y. L. (2005). The Application of Menu Engineering and Design in Asian Restaurants, International Journal of Hospitality Management, 24(1), 91-106.
  • Mathisen, G. E., Einarsen, S. & Mykletun, R. (2008). The Occurrences And Correlates Of Bullying And Harassment İn The Restaurant Sector. Scandinavian Journal of Psychology, 49(1), 59-68.
  • McCall, M. & Lynn, A. (2008). The Effects of Restaurant Menu Item Descriptions on Perceptions of Quality, Price and Purchase Intention, Journal of Foodservice Business Research, 11:4, 439-445.
  • McVety, P. J., Ware, B. J. & Ware, C. L. (2009). Fundamentals of Menu Plannings (Third Edition), John Wiley ve Sons, Inc., Hoboken, New Jersey.
  • Moorthy, K., Chee, L. E., Yi, O. C., Ying, O. S., Woen, O. Y. & Wei. T. M. (2017) Customer loyalty to newly opened cafés and restaurants in Malaysia, Journal of Foodservice Business Research, 20:5, 525-541
  • Ozdemir, B. (2012). A Review on Menu Performance Investigation and Some Guiding Propositions, Journal of Foodservice Business Research, 15(4), 378-397.
  • Ozdemir, B. & Caliskan, O. (2013). A Review of Literature on Restaurant Menus: Specifying the Managerial Issues, International Journal of Gastronomy and Food Science, 1-11.
  • Ozdemir, B. & Caliskan, O. (2015). Menu Design: A Review of Literature, Journal of Foodservice Business Research, 18:3, 189-206.
  • Reynolds, T. & Taylor, J. (2009). Validating a DEA-based Menu Analysis Model using Structural Equation Modeling. International CHRIE Conference-Refereed Track, 1-12.
  • Reynolds, D., Merritt, E. A. & Pinckney, S. (2005). Understanding Menu Psychology: An Empirical Investigation of Menu Design and Consumer Response, International Journal of Hospitality ve Tourism Administration, 6:1, 1:9.
  • Shonk, D. J. & Chelladurai, P. (2008). Service Quality, Satisfaction, and Intent to Return in Event Sport Tourism. Journal of Sport Management, 22(5), 587–602.
  • Steen, H. K. (2016). Determinants of Revisit Intentions (The Main Determinants of Revisit Intentions to Norwegian Skiing Resorts). University of Agder, School of Business and Law, Institute of Strategy and Management, Master's Thesis, Norwegian.
  • Wang, D. (2004). Tourist Behaviour and Repeat Visitation to Hong Kong, Tourism Geographies, 6(1), February, 99-118.
  • Wansink, B., Painter, J. & Van Ittersum, K. (2001). Descriptive Menu Labels’ Effect on Sales. Cornell Hotel and Restaurant Administrative Quarterly, 42, 68–72.
  • Wu, H.-C., Ai, C.-H., Yang, L.-J., & Li, T. (2015). A Study of Revisit Intentions, Customer Satisfaction, Corporate Image, Emotions and Service Quality in the Hot Spring Industry. Journal of China Tourism Research, 11(4), 371–401.
  • Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The Behavioral Consequences of Service Quality. Journal of Marketing, 60(2), 31-46.
There are 34 citations in total.

Details

Primary Language Turkish
Journal Section Articles
Authors

Duran Cankül 0000-0001-5067-6904

Publication Date June 30, 2019
Submission Date February 26, 2019
Acceptance Date June 2, 2019
Published in Issue Year 2019 Volume: 6 Issue: 1

Cite

APA Cankül, D. (2019). Restoranlardaki Menü Tasarım Unsurlarının Müşterilerin Tekrar Ziyaret Etme Niyeti Üzerindeki Etkisi. Turizm Akademik Dergisi, 6(1), 249-261.
AMA Cankül D. Restoranlardaki Menü Tasarım Unsurlarının Müşterilerin Tekrar Ziyaret Etme Niyeti Üzerindeki Etkisi. Turizm Akademik Dergisi. June 2019;6(1):249-261.
Chicago Cankül, Duran. “Restoranlardaki Menü Tasarım Unsurlarının Müşterilerin Tekrar Ziyaret Etme Niyeti Üzerindeki Etkisi”. Turizm Akademik Dergisi 6, no. 1 (June 2019): 249-61.
EndNote Cankül D (June 1, 2019) Restoranlardaki Menü Tasarım Unsurlarının Müşterilerin Tekrar Ziyaret Etme Niyeti Üzerindeki Etkisi. Turizm Akademik Dergisi 6 1 249–261.
IEEE D. Cankül, “Restoranlardaki Menü Tasarım Unsurlarının Müşterilerin Tekrar Ziyaret Etme Niyeti Üzerindeki Etkisi”, Turizm Akademik Dergisi, vol. 6, no. 1, pp. 249–261, 2019.
ISNAD Cankül, Duran. “Restoranlardaki Menü Tasarım Unsurlarının Müşterilerin Tekrar Ziyaret Etme Niyeti Üzerindeki Etkisi”. Turizm Akademik Dergisi 6/1 (June 2019), 249-261.
JAMA Cankül D. Restoranlardaki Menü Tasarım Unsurlarının Müşterilerin Tekrar Ziyaret Etme Niyeti Üzerindeki Etkisi. Turizm Akademik Dergisi. 2019;6:249–261.
MLA Cankül, Duran. “Restoranlardaki Menü Tasarım Unsurlarının Müşterilerin Tekrar Ziyaret Etme Niyeti Üzerindeki Etkisi”. Turizm Akademik Dergisi, vol. 6, no. 1, 2019, pp. 249-61.
Vancouver Cankül D. Restoranlardaki Menü Tasarım Unsurlarının Müşterilerin Tekrar Ziyaret Etme Niyeti Üzerindeki Etkisi. Turizm Akademik Dergisi. 2019;6(1):249-61.
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