The effect of corporate reputation on behavioral intention and the role of perceived food safety in food and beverage business

Today, the reputation of food and beverage businesses can significantly affect the future and success of enterprises. Since consumers can not see the products and services they purchase in food and beverage establishments in advance, the reputation of the company together with their sense of trust in the enterprise is an important factor affecting the purchasing decisions. Food and beverage establishments, which are able to achieve a good reputation in the eyes of consumers, can affect the prospective behavioral intent such as increasing consumer satisfaction and providing consumer loyalty. The importance given to food safety and food safety practices in food and beverage establishments ensure that enterprises do not lose their reputation as well as their effect on establishing a good corporate reputation. In this context, the main purpose of this research was to determine the effect of corporate reputation perceptions of food and beverage customers on behavioral intention and the role of food safety perception on this impact. For this purpose, a model has been developed within the framework of related literature. Descriptive statistics were used to determine the demographic characteristics of the participants. Explanatory factor analysis was used to determine the sub-dimensions of the scales and confirmatory factor analysis was used to determine the validity of the scales. Structural equation modeling was used to test the hypotheses established in the study and Sobel test was performed for the mediation model. As a result of the analyzes, it was determined that institutional reputation has an effect on perceived food safety and behavioral intention in food and beverage enterprises. However, it has been concluded that perceived food safety has an effect on behavioral intention. In addition, perceived food safety was found to be the mediator effect of corporate reputation on behavioral intention. In accordance with the findings obtained, suggestions for the related sector were developed. Keywords: Food and Beverage Business, Corporate Reputation, Behavioral Intention, Perceived Food Safety.