A Study to Determine the Effect of Turkish Customers Cultural Values on Restaurant Preferences

Abstract

The purpose of this research is to determine the effect of Turkish customers' cultural values on restaurant preferences. In the study that quantitative research design was used, data were collected by questionnaire technique. The sample group of the study consists of 384 Turkish customers living in New York City, United States of America. Factor, reliability, percentage, frequency, arithmetic mean and standard deviation were used to analyze the data. At the final stage of the data analysis, the distribution of the data was reviewed to determine which tests to be used to determine the differences. It was seen that the data used in the study did not exhibit normal distribution and Mann-Whitney U and Kruskal-Wallis H tests, which are non-parametric tests, were applied for the difference analysis. It is found that the customers in the sample take their cultural values into consideration when making a restaurant choice according to the results of the study. On the other hand, it was determined that the personnel dimension was the most effective among the opinions about their cultural values which were determined to have an impact on the restaurant preferences of the customers. It was also concluded that the opinions about the impact of their cultural values on the restaurant preferences of the customers demonstrated a significant difference according to some demographic variables.

A Bibliograhic Assessment of Consumers’ Restaurant Selection Criteria

“…Yer verilen çalışmaların 5 tanesinin özel mutfağa sahip restoranlar, 2 tanesinin fast food restoranlar, 3 tanesinin etnik restoranlar, 4 tanesinin lüks restoranlar, 1 tanesinin zincir restoranlar ve diğerlerinin tam hizmet sunan klasik restoranlar üzerinde yapıldığı saptanmıştır. Özel mutfağa sahip restoranlar üzerinde yapılan çalışmaların, Amerikan mutfağı, Çin mutfağı, Türk mutfağı, Karadeniz mutfağı sunan ve kebap satışı yapan restoranlarda yapıldığı görülmüştür (Heung, 2002;Cömert ve Özata, 2016;Sudhagar ve Rajendran, 2017;Canoğlu ve Ballı, 2018;Emir ve Özdemir, 2019). Bu çalışmalara bakıldığında genel olarak yiyecek kalitesi, hizmet kalitesi ve atmosferin yer aldığı görülmektedir.…”

“…Aynı zamanda, tüketicilerin restoran tercihi yaparken dikkate aldığı faktörlerin, tüketicilerin yaşına, cinsiyetine, medeni durumuna, eğitim düzeyine, gelirine ve mesleğine göre farklılık gösterdiği saptanmıştır. Restoran seçim ölçütlerinin bireylerin demografik özelliklerine göre değiştiğini belirten birçok çalışma yapılmıştır (Tayfun ve Tokmak, 2007;Harrington ve diğerleri, 2011;Yüksekbilgili, 2014;Canoğlu ve Ballı, 2018;Araz, 2019;Aşık, 2019;Emir ve Özdemir, 2019;Kurnaz ve Şengül, 2019;Türkay ve Atasoy, 2020). Bununla birlikte, restoranın türüne göre de belirlenen kriterlerin farklılık gösterdiği saptanmıştır.…”