Article2006

The Role of Service Quality in Influencing Brand Attachments at Winery Visitor Centers

47 citations0/0 files storedJournal of Quality Assurance in Hospitality & Tourism

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Wine Industry and Tourism Customer Service Quality and Loyalty Consumer Behavior in Brand Consumption and Identification

Abstract

This study was conducted to investigate the relationships between brand attachment and selected service quality variables in winery visitor centers. Brand Attachment was hypothesized to be a function of Customer Service, Visitor Education, Brand Differentiation, Appearance and Purchase Assistance. Data for the empirical study came from a mystery shopper program and the sample had 144 evaluations from 26 different wineries. Scales to measure the constructs were tested for reliability, and correlation and regression analysis on factor loadings were used to test the relationships between variables. All of the 5 factors correlate highly with Brand Attachment, with the most important factors appearing to be Visitor Education, Brand Differentiation and Customer Service.

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References

2001Investments in Consumer Relationships: A Cross-Country and Cross-Industry Exploration 1997Customers' motivations for maintaining relationships with service providers 2003The Impact of Customer Relationship Characteristics on Profitable Lifetime Duration 2001Service Quality at the Cellar Door: A Comparison Between Regions

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2021Validating a multidimensional perspective of relationship marketing on brand attachment, customer loyalty and purchase intentions: a serial mediation model 2023Brand Experience on Brand Attachment: The Role of Interpersonal Interaction, Feedback, and Advocacy 2014Linking Service Quality at the Cellar Door with Brand Equity Building 2011Assessing service quality at wineries and cellar doors through service mapping 2016The moderating role of attachment styles in emotional bonding with service providers 2018The impact of service quality and customer satisfaction on consumer spending in wineries 2019Comparing the service experience of satisfied and non-satisfied customers in the context of wine tasting rooms using the SERVQUAL model 2012Wine Tourism and Visitors' Perceptions: A Structural Equation Modelling Approach

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