新冠肺炎疫情、客户满意度和纽约州芬格湖地区品酒室的销售业绩

IF 2.3 Q1 AGRONOMY
T. Davis, M. Gómez
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引用次数: 1

摘要

目的本文的目的是在新冠肺炎大流行导致酿酒厂品鉴室发生变化的背景下,确定纽约州芬格湖地区酿酒厂客户满意度(CS)和销售业绩的驱动因素。设计/方法/方法2020年10月,在纽约州芬格湖地区的两家酒庄对品酒室访客进行了一项调查,得到了215份可用的调查回复,用于衡量客户满意度。因子分析用于确定影响总体CS的主要因素。然后,作者对这些主要因素以及各种人口统计因素如何影响销售指标进行了建模。然后将结果与之前在新冠肺炎疫情前品尝室对这些司机的估计进行比较。发现作者确定了四个主要CS因素:员工互动、品酒、新冠肺炎预防措施和环境,这些因素在总体CS中起着重要作用。其中,葡萄酒品尝对花费总额和购买瓶子数量有积极影响,而新冠肺炎预防措施对购买瓶子数量也有积极影响。总体而言,CS也显示出对花费总额和购买瓶子数量的积极影响。由于新冠肺炎,顾客更喜欢对品尝室进行一些改变,例如提供餐桌服务和预订。创意/价值这是第一项研究新冠肺炎大流行导致的某些品尝室变更对品尝室CS和葡萄酒采购决策的影响的研究。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
The COVID-19 pandemic, customer satisfaction and sales performance in wine tasting rooms in the Finger Lakes region of New York State
Purpose The purpose of this paper is to identify the drivers of customer satisfaction (CS) and sales performance at wineries in the Finger Lakes region of New York State in the context of changes winery tasting rooms implemented due to the COVID-19 pandemic. Design/methodology/approach A survey was administered to tasting room visitors at two wineries in October 2020 in the Finger Lakes region of New York State resulting in 215 usable survey responses measuring customer satisfaction. A factor analysis was used to identify primary factors influencing overall CS. The authors then modeled how these primary factors, along with various demographic factors, influence sales metrics. The results are then compared with previous estimates of such drivers in pre-COVID tasting rooms. Findings The authors identified four main CS factors: Staff Interactions, Wine Tasting, COVID-19 Precautions and Ambience that play a significant role in overall CS. Of these, Wine Tasting was shown to have a positive influence on total amount spent and the number of bottles purchased, whereas COVID-19 Precautions positively impacted the number of bottles purchased. Overall, CS is also shown to positively impact total amount spent and number of bottles purchased. Customers are shown to prefer some changes to the tasting room due to COVID-19, such as having table service and reservations. Originality/value This is the first study researching the influence of certain tasting room changes implemented due to the COVID-19 pandemic has had on CS and wine-purchasing decisions in tasting rooms.
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来源期刊
CiteScore
4.90
自引率
11.10%
发文量
23
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