The Role of Service Quality in Influencing Brand Attachments at Winery Visitor Centers

This study was conducted to investigate the relationships between brand attachment and selected service quality variables in winery visitor centers. Brand Attachment was hypothesized to be a function of Customer Service, Visitor Education, Brand Differentiation, Appearance and Purchase Assistance. Data for the empirical study came from a mystery shopper program and the sample had 144 evaluations from 26 different wineries. Scales to measure the constructs were tested for reliability, and correlation and regression analysis on factor loadings were used to test the relationships between variables. All of the 5 factors correlate highly with Brand Attachment, with the most important factors appearing to be Visitor Education, Brand Differentiation and Customer Service.