Yiyecek İçecek İşletmelerinde Hizmet Kalitesinin Müşteri Vatandaşlık Davranışına Etkisi: İstanbul Örneği
The Effect of Service Quality on Customer Citizenship Behavior in Food and Beverage Enterprises: The Case of İstanbul

Summary/Abstract: Purpose – In this research, it is aimed to determine the effect of service quality perceptions of individuals who get service from 1st class restaurants in Istanbul on customer citizenship behavior. Design/methodology/approach – The research was carried out with 419 people by using the internet survey method. The first part of the questionnaire includes demographic information, the second part includes the service quality scale DINESERV and the third part includes the scale customer citizenship behavior. In the method part, Cronbach Alpha, arithmetic mean and standard deviation, t-test and one way anova analysis. Finally, correlation analysis was performed to determine the relationship between the two concepts and regression analysis to determine the effect of service quality on customer citizenship behavior. Findings – In the research, t-test and ANOVA analysis were conducted to determine whether demographic characteristics related to service quality and customer citizenship behavior had a significant effect. As a result of these analyzes, it was determined that the participants' perceptions of service quality did not differ significantly according to demographic characteristics. In line with the findings obtained in the study, it was determined that service quality has a significant effect on customer citizenship behavior (βj=0,892). Looking at the statistics of the service quality sub-dimensions, the dimension with the highest average is "physical properties" (𝑥𝑥̅= 4,33). Discussion – The research is limited to 1st class restaurant businesses in Istanbul. In subsequent research, it can be carried out in food and beverage businesses that provide different types of service. Levels of customer citizenship behavior can be compared between different types of businesses. In addition, the relationship between customer citizenship behavior and brand perception, business image or organizational citizenship behavior can be examined.

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