The Impact Of Service Quality And Customer Satisfaction On Consumer Spending In Wineries

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.