There are thousands of different wine brands available and wineries have to build a relationship with their customers, a relationship that will create a long-lasting experience. The relationship starts with the first interaction they have with the winery (Alonso et al 2008:978). Visitors to the tasting room create the opportunity to build long-term relationships (O’Neill & Charters 2000:113; Nowak & Newton 2006:157), build and develop brand loyalty (Dodd & Gustafson 1997:43), increase wine sales (Gilinsky et al 2003:18), and improve cash flow (Jago & Issaverdis 2001:18). The subject of repurchasing intentions in the wine industry has attracted the attention of numerous researchers; in particular, the connection between winery visits, brand loyalty and post-visit consumer behaviour (Nella & Christou 2010:2). Nederburg is one of the most prestigious South African wine estates, with a deep-rooted history in South Africa as one of the biggest wine brands. It is 100% owned by wine and spirits giant Distell and presents an ideal case for investigating the influence of the relationship between quality, customer satisfaction and price on repurchasing intentions in the South African wine industry. The purpose of this research was to determine whether the tasting room experience, in combination with a quality product, good pricing and customer-focused operations, leads to higher customer satisfaction and repurchase intentions. The present study indicates that the South African wine industry faces many challenges but it also highlights the various opportunities there are for wine estates to not only increase their sales but also to build long-lasting relationships with consumers. The study concludes with recommendations to the South African wine industry on how to improve their tasting room environment so that they can benefit from the relationship between wine quality, wine price, customer satisfaction and repurchasing intentions.
| Identifer | oai:union.ndltd.org:netd.ac.za/oai:union.ndltd.org:nmmu/vital:20496 |
| Date | January 2015 |
| Creators | Jantjies, Heinrich |
| Publisher | Nelson Mandela Metropolitan University, Faculty of Business and Economic Sciences |
| Source Sets | South African National ETD Portal |
| Language | English |
| Detected Language | English |
| Type | Thesis, Masters, MTech |
| Format | xv, 102 leaves, pdf |
| Rights | Nelson Mandela Metropolitan University |
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