Identification of key variables and constructs in the context of wine tasting room: importance-performance analysis
International Journal of Wine Business Research
ISSN: 1751-1062
Article publication date: 29 May 2020
Issue publication date: 4 February 2021
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
- Canada
- Structural equation models
- Regression
- Customer satisfaction
- Critical success factors
- Consumer behavior
- Survey research
- Marketing research
- Marketing models
- Wine tasting rooms
- Satisfaction
- Repurchase intent
- Value for money
- Service quality importance–performance (IMPA)
- Partial least squares modelling (PLS)
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
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