October 10, 2024 – ROHNERT PARK, Calif. — A new study by an international trio of university researchers sheds light on how service quality and wine involvement affect customer loyalty at small family wineries. The study, “Zooming in on Small Family Wineries: Exploring Service Quality, Loyalty, and the Moderating Role of Wine Involvement,” investigates the nuances of consumer behavior and how wineries can better cater to different types of wine tourists.
The research study – conducted by Professors Stella Kladou of of the Department of Business Administration and Tourism at Hellenic Mediterranean University, Ahmet Usakli of the Department of Tourism Administration at Boğaziçi University, and Kyuho Lee, who teaches Marketing at the School of Business at Sonoma State University – surveyed 216 wine tourists visiting small family-owned wineries in Crete, Greece, and utilized partial least squares structural equation modeling to analyze the data. Findings reveal that wine involvement plays a crucial role in moderating the relationship between winery service quality and customer loyalty.
Key Findings:
- Moderating Role of Wine Involvement:
- Tourists with low wine involvement were found to be more influenced by the behavior and hospitality of winery staff, suggesting that these tourists value the interpersonal and educational aspects of their visit.
- Conversely, highly involved wine tourists were more affected by the quality of wine tastings, indicating a preference for more diverse and high-quality wine offerings.
- Implications for Winery Operators:
- Wineries targeting less involved wine tourists should emphasize the quality of staff interactions, prioritizing hospitality and providing educational experiences that deepen visitors’ understanding of wine.
- For wineries aiming to attract highly involved wine tourists, the focus should be on offering diverse wine tastings and pairing options, with a particular emphasis on local varieties and wine knowledge enrichment.
- No Significant Impact of Physical Quality:
- Interestingly, wine involvement did not moderate the impact of the physical quality of the winery (e.g., décor, vineyard aesthetics) on customer loyalty, suggesting that both high- and low-involvement tourists appreciate the overall atmosphere and authenticity of the winery.
The study contributes to existing wine tourism literature by providing a nuanced understanding of how different levels of wine involvement influence customer expectations and loyalty. The researchers recommend that small family wineries, which are heavily reliant on direct consumer sales, customize their service strategies based on the involvement levels of their clientele to foster loyalty and repeat visitation.
About the Researchers
This study was co-authored by professors Stella Kladou of Hellenic Mediterranean University, Ahmet Usakli of Boğaziçi University, and Kyuho Lee of Sonoma State University. The research provides valuable insights for both academia and the wine industry, highlighting the importance of tailoring service offerings to different market segments to enhance customer satisfaction and loyalty.
For more information, please contact Kyuho Lee Ph.D at kyuho.lee@sonoma.edu.
About the Journal
The study was published in the International Journal of Wine Business Research. For more details and access to the full text, visit Emerald Insight.
About the Wine Business Institute
The Wine Business Institute (WBI) serves as an intellectual and industry center for faculty, students, and the business community. Founded in 1996 as a partnership between wine industry leaders and the School of Business at Sonoma State University, the WBI provides cutting-edge research that informs industry best practices and program curriculum. More information about degree and certificate programs or wine business research: https://sbe.sonoma.edu/winebiz.
About Sonoma State University School of Business
The School is a leading institution of business education in the San Francisco Bay Area, with an emphasis on preparing students to succeed in a global economy. Its commitment to sustainable business, diversity, social justice, and global partnerships echoes a core philosophy of purpose-driven leadership.
