Within the recent marketing concept, providing customer satisfaction has become the major argument to sustain under fierce market competition from the perspective of restaurant entrepreneurs. To provide satisfaction, the ideal way is to meet the expectations of the customers. People with differentiated expectations and distinction of the characteristics are the factors, which make expectations difficult to find common ground. This also reveals the purpose of the study. The main objective of the

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... study is to characterize the consumers with different expectations and experiences and to reveal how effective they are in the expectations of eating out. In that respect, a questionnaire survey was applied to 441 consumers, which were involved in food and beverage activities at 6 touristic restaurant entrepreneurs. As a consequence of the applied survey research, it is determined that the values and lifestyles of people have an effect on eating out expectations. The influences of consumer values and lifestyles on expectations have been demonstrated through certain variables. Therefore, it is thought that it will help food and beverage enterprises to analyse their target markets from this point of view and to maintain a more efficient business life by carrying out their activities such as establishment phases, service standards and marketing strategies.