Identification of key variables and constructs in the context of wine tasting room : importance-performance analysis

Purpose: Relying on importance–performance theory, this paper uses a distinctive statistical analysis instrument to investigate the importance and performance of crucial wine tasting room constructs and indicators with a purpose to make real and tangible recommendations for wine tasting room managers to improve the winery visit experience. Design/methodology/approach: The surveys (N = 402) were conducted among 14 wineries in British Columbia, Canada. The data was analysed by using partial least squares structural equation modelling software SmartPLS with importance–performance functionality embedded in it. Findings: The findings indicate the importance and performance of the service quality constructs, assurance, empathy, reliability, responsiveness, and tangibility and their respective indicator variables in importance–performance map analysis (IPMA). The responsiveness construct showed the highest need for improvement in terms of performance of exogenous service quality constructs in wine tasting rooms. Empathy, value for money and reliability constructs got “no change” recommendation and “tangibility” and “education” recommendation. The assurance construct was not significantly related to customer satisfaction and was not included in the IPMA analysis. Originality/value: The approach provides an easy to use and visual tool for wineries to assess the importance and performance of the various service quality elements. The tool provides the management of wineries guidance for the identification of strategic areas of service quality improvement.