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JOURNAL OF MARKETING DEVELOPMENT AND COMPETITIVENESS
The Measurement for the Service Quality of Rural Wineries
Author(s): Li-Chun Huang
Citation: Li-Chun Huang, (2011) "The Measurement for the Service Quality of Rural Wineries" Vol. 5, Iss. 5, pp. 29 - 45
Article Type: Research paper
Publisher: North American Business Press
Abstract:
Providing quality service is critical for winery operation. However, there are still some concerns unsolved
regarding the management of service quality in winery operation, such as the measure of service quality
is not consistent and highly mixed that different conceptualizations and indicators are used. The current
study aims to identify the key service attributes for enhancing tourist satisfaction and loyalty in wine
tourism, as well as to compare the efficiency of the SERVQUAL and SERVPERF models for measuring
wineries’ service quality. The statistical results indicated that reliability and tangibles are the
determinants for both tourist satisfaction and loyalty. Meanwhile, the SERVPERF model explains more
variance for tourist satisfaction and loyalty.
