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Identification of key variables and constructs in the context of wine tasting room: importance-performance analysis

Matti Haverila (Department of Marketing and International Business, Thompson Rivers University, Kamloops, Canada)
Kai Haverila (Department of Marketing, Concordia University, Sharjah, UAE)
Jenny Carita Twyford (School of Business, The University of Manchester, Manchester, UK)

International Journal of Wine Business Research

ISSN: 1751-1062

Article publication date: 29 May 2020

Issue publication date: 4 February 2021

484

Abstract

Purpose

Relying on importance–performance theory, this paper uses a distinctive statistical analysis instrument to investigate the importance and performance of crucial wine tasting room constructs and indicators with a purpose to make real and tangible recommendations for wine tasting room managers to improve the winery visit experience.

Design/methodology/approach

The surveys (N = 402) were conducted among 14 wineries in British Columbia, Canada. The data was analysed by using partial least squares structural equation modelling software SmartPLS with importance–performance functionality embedded in it.

Findings

The findings indicate the importance and performance of the service quality constructs, assurance, empathy, reliability, responsiveness, and tangibility and their respective indicator variables in importance–performance map analysis (IPMA). The responsiveness construct showed the highest need for improvement in terms of performance of exogenous service quality constructs in wine tasting rooms. Empathy, value for money and reliability constructs got “no change” recommendation and “tangibility” and “education” recommendation. The assurance construct was not significantly related to customer satisfaction and was not included in the IPMA analysis.

Originality/value

The approach provides an easy to use and visual tool for wineries to assess the importance and performance of the various service quality elements. The tool provides the management of wineries guidance for the identification of strategic areas of service quality improvement.

Keywords

Citation

Haverila, M., Haverila, K. and Twyford, J.C. (2021), "Identification of key variables and constructs in the context of wine tasting room: importance-performance analysis", International Journal of Wine Business Research, Vol. 33 No. 1, pp. 80-101. https://doi.org/10.1108/IJWBR-02-2020-0006

Publisher

:

Emerald Publishing Limited

Copyright © 2020, Emerald Publishing Limited

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