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The Effect of Sommeliers' Job Performance on the Quality and Strength of their Relationship with Customers

  • Journal of Tourism Sciences
  • Abbr : JTS
  • 2010, 34(3), pp.347-366
  • Publisher : The Tourism Sciences Society Of Korea
  • Research Area : Social Science > Tourism

이동규 1 Dae-Hwan Park 2 Changho Oh 2

1한국소믈리에협회
2영산대학교

Accredited

ABSTRACT

This study examined the effect of Sommeliers' level of job performance on the quality and strength of their relationship with customers. Sommeliers' job performance was conceptualized and measured in terms of their professionality, social interaction skill and service orientation. The strength of the Sommeliers' relationship with customers was operationalized in terms of future intention to continuos use. Data ere collected from 166 customers of restaurants at four five star hotels in Busan Korea. Results from the structural equation modeling analysis suggested that sommelier's level of job performance had positive effects on the relationship quality between the customers and Sommeliers. In addition, the Sommeliers' level of job performance indirectly influenced the customers' perception of service quality via the relationship quality. Finally, both the relationship quality and service quality had positive influences on the relationship strength. Results of this study suggest the importance of Sommeliers' relationship development with customers.

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