What question did this study set out to answer?

Evaluate whether positive affect, product quality, fair pricing, and customer-oriented operations predict customer satisfaction and repurchase intentions.

September 1, 2006International Journal of Wine Marketing

Using the tasting room experience to create loyal customers

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Authors

LNLinda I. NowakCalifornia State University, Stanislaus SNSandra K. NewtonSonoma State University

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Implication

Survey study reveals that positive emotions and fair pricing predict repurchase intentions in winery visitors, indicating that customer experience drives brand loyalty beyond product quality alone.

Key Points

Evaluate whether positive affect, product quality, fair pricing, and customer-oriented operations predict customer satisfaction and repurchase intentions.
Assessed N=89 undergraduate and graduate business students (aged 23 to 59) following their first visit to an unfamiliar winery.
Administered a questionnaire measuring product quality, fair pricing, winery commitment, positive affect, wine preference, satisfaction, and repurchase intentions.
Conducted multiple regression analysis with repurchase behavior as the primary dependent variable.
Multiple regression demonstrated that product quality, positive emotions, wine preference, customer commitment, and fair pricing were all significant predictors of repurchase intentions.
On-site positive affect and experiential factors contributed to customer loyalty beyond the effect of wine quality alone.

Cite This Study

Nowak et al. (2006) studied this question.

synapsesocial.com/papers/6a9760c66ccf0d1eee31bd8d https://doi.org/10.1108/09547540610704738

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Implication

Survey study reveals that positive emotions and fair pricing predict repurchase intentions in winery visitors, indicating that customer experience drives brand loyalty beyond product quality alone.

Using the tasting room experience to create loyal customers

Discussion

Member takes

Implication

Key Points

Cite This Study

Using the tasting room experience to create loyal customers

Discussion

Member takes

Implication

Key Points

Cite This Study

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Also Consider