The Effects of Local Food Consumption Motivations on Customer Satisfaction: A Research on Turkish Food

Abstract

The research was realized in order to determine local food consumption motivations on Turkish food of international food festival attendees and examine their satisfaction levels. The main population of the research was the guests attending “International Danang Food Festival”, held in the city of Danang, Vietnam between 31st May and 6th June 2019. The sampling of the study is the festival attendees experiencing Turkish foods. Data were collected from the attendees through the convenience sampling method as it is faster and and easier to be applied, when compared to other sampling types, during the festival lasted for seven days. According to the findings of the research, it is seen that there is a positive and significant relation between the local food consumption motivations of the attendees and satisfaction and hence, there is a covariance in local food consumption motivation and customer satisfaction. It was revealed that “health” and “learning” dimensions regarding local food consumption motivations affect customer satisfaction , “cultural experience “dimension has a negative effect on customer satisfaction and “interpersonal relations”, “ sensory experience” and “excitement” dimensions have no effect on customer satisfaction.

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“…There was a lack of satisfaction with this factor among customers. As discussed in the previous study, local cuisine has a negative relationship with customer satisfaction [72] . According to the findings of other studies, the desire to deviate from routine and participate in novel experiences was associated with the drive to consume regional food [72,73] .…”