Perceptions of tradesman diners: What affects customer satisfaction and behavioral intentions?

Tradesman dinners are food and beverage businesses that meet the food needs of the surrounding shopkeepers. It is known that they have been able to appeal to a wide customer profile in recent years. However, it is thought that they are adversely affected by the increasing competition in the developing food and beverage sector. In this context, this research has two different objectives. The first of these is to evaluate the strengths and weaknesses of tradesman dinners from the customer's point of view by conducting an "Importance Performance Analysis (IPA)" aimed at the characteristics of tradesman dinners. Another aim is to measure the effect of the qualities of tradesman dinners on customer satisfaction and behavioral intention. In line with these aims, a survey research model with a quantitative research design was created. The scales developed by Liu and Jang (2009) were used as data collection tools. The data were obtained from the local people residing in the Alanya district of Antalya, as it is a developed place in terms of tourism and food and beverage businesses, by using convenience purposeful and snowball sampling methods together. A total of 700 survey forms were distributed and 438 survey forms were found to be suitable for analysis. Importance performance analysis was measured using SPSS23, and the effects of restaurant characteristics on satisfaction and behavioral intention were measured using LISRELL 8.7 programs. The qualities of tradesman diners are discussed in four dimensions: those that concentrate here, keep up the good work, low priority and possible overkill. At this point, it has been observed that the main feature they should develop is "clean and well-dressed employees". After the structural equation modeling, it was understood that the qualities of the tradesman dinners have a positive and significant effect on customer satisfaction. Customer satisfaction also has a positive and significant effect on behavioral intention. However, the caracteristics of tradesman dinners did not have positive and significant effect on intention of behavior. Academic and practical inferences on restaurant qualifications, customer satisfaction and behavioral intention were developed and suggestions were presented.