The Effects of Innovativeness in the Restaurants on Revisit Intention: An Application on Restaurants in Kusadasi

Abstract

The aim of this study is to examine the effects of innovativeness to the customer’s re-visit intention and to reveal the factors related to this effect in the restaurants in Kuşadası. The application was made in the restaurants operating on the coastline of Kuşadası. The data were collected by a 17-item restaurant innovation scale, 5-item re-visit intention scale and observation technique. Reliability analysis and exploratory factor analysis were performed to measure the validity and reliability of the scale used. Frequency analysis and regression analysis were used to analyze the collected data. According to the findings, it is determined that there is a relationship between the customers perceived innovativeness and the revisit intention in the restaurants operating in Kuşadası coastline.