TY  - JOUR
AB  - Purpose– This paper aims to explore the dynamics and performance of on-premise wine trade business. Design/methodology/approach– The study involved in-depth interviews with six on-premise businesses in Seoul, South Korea. The data obtained were methodically analysed to understand the impact of different variables through a qualitative business dynamic model. Findings– Customer satisfaction and number of customers are key performance factors for on-premise wine trade business. Customer satisfaction is driven by servicescape, wine lists and front-line employees. However, the length of wine list impacts directly on inventory costs and staff knowledge, while the number of service staff in the business has a non-linear effect on profits, as service staff does not grow linearly with the number of customers. Research limitations/implications– One important limitation is that the business dynamics model, which is based on South Korean cases, used only owners/sommeliers’ perspectives but not consumers’ perspectives. There are two implications. First, in terms of on-premise wine trade, the alignment of servicespace, front-line employees, wine lists and pricing strategy is key to shape customers’ expectations and confirm the market positioning of the business. Second, for wineries, understanding the dynamics of on-premise wine trade can help them to find strategies to position their wines. Originality/value– The paper offers two contributions. Firstly, the paper provides the first exploratory study on the business dynamics of on-premise wine trade businesses, which complements existing wine-buying behaviour studies. Secondly, the study explores the on-trade channel in South Korea, providing insights into an important Asian market.
VL  - 27
IS  - 3
SN  - 1751-1062
DO  - 10.1108/IJWBR-08-2014-0034
UR  - https://doi.org/10.1108/IJWBR-08-2014-0034
AU  - Hwang Jeeah
AU  - Kunc Martin
PY  - 2015
Y1  - 2015/01/01
TI  - Business dynamics of on-premise wine trade: cases from South Korea
T2  - International Journal of Wine Business Research
PB  - Emerald Group Publishing Limited
SP  - 239
EP  - 254
Y2  - 2024/04/25
ER  -