The impact of service quality and customer satisfaction on consumer spending in wineries

ABSTRACT

The purpose of the study is to examine the key attributes of winery service quality that affect winery visitors’ satisfaction. The study also investigates the key factors that affect winery visitors’ spending at a winery. Data are obtained from a survey of winery visitors about their evaluation of various service attributes. Data were later matched with respondents’ actual spending at a winery in Sonoma, California. The results of the study demonstrate that the quality of wine tastings, winery staff hospitality, and winery tasting room experiences are positively related to winery visitors’ satisfaction. On the other hand, staff hospitality, age, gender, and frequency of winery visits are significant variables that account for winery visitors’ spending at the winery. Surprisingly, wine quality is not significantly correlated with winery visitor spending.

摘要

本研究的目的是研究影响酒庄游客满意度的酒庄服务质量的关键属性。本研究还调查了影响酒庄参观者在酒庄消费数额的关键因素。本研究数据来自于酒庄参观者对各种服务属性评估的调查。数据后来本证实与受访者在加利福尼亚州索诺玛一家酒庄的实际支出相匹配。研究结果表明，品酒会，酒庄工作人员的招待和酒庄品酒室的体验质量与酒庄游客的满意度正相关。另一方面，工作人员的小费，年龄，性别以及参观酒庄的频率都是酒庄游客在酒庄消费的重要变数。令人惊讶的是，葡萄酒质量与酒庄游客消费没有显着相关。

KEYWORDS:

• Winery service quality
• wine
• winery visitor satisfaction
• winery visitor spending

关键词:

• 酒庄服务质量
• 葡萄酒
• 酒庄游客满意度
• 酒庄游客消费

Disclosure statement

No potential conflict of interest was reported by the authors.