Designing effective wine clubs: An analysis of the components of the winery wine club

Brian Teaff · Liz Thach · Janeen E. Olsen

20 citations0/0 files storedJournal of Wine Research

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Wine Industry and Tourism Customer Service Quality and Loyalty Consumer Retail Behavior Studies

Abstract

This qualitative research study, utilising document analysis, identifies the various components of winery wine clubs available to prospective wine club members. This includes a frequency report of the wine club practices in use today as described by wine club brochures and supporting materials, as well as a verification of the wine club components described in industry literature. In addition, a check-list of 30 wine club components is presented. The study is useful for the wine club manager, the wine club member/customer, or organisations and individuals interested in winery marketing to advance the understanding of the span of choices in the marketplace.

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2004Customer perceived value, satisfaction, and loyalty: The role of switching costs 2020Research Methods in Business Studies 2002Customer lifetime value research in marketing: A review and future directions 2003Customers as assets

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