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The Effects of Italian Wine Selection Attributes on Customer Satisfaction and Repurchase Intention: Focusing on Wine Experts

Cho, Jeong-Lan 1,  Kim， Kyung Sook 1

1강릉원주대학교

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ABSTRACT

The purpose of this study is to investigate the effects of Italian wine selection attributes on customer satisfaction and intention to re-purchase. The sample consisted of 230 wine experts. The PASW Statistics 21.0 was used to collect data. In order to analyze the data, descriptive statistics, EFA, T-test, One-way ANOVA, and multiple regression methods were utilized. The dimension of Italian wine selection attributes included brand image, characteristics of production and environment, dry taste and body, basic knowledge and label information, sweet taste, and Light taste. This study found that the Italian wine selection attributes were positively associated with customer satisfaction. Specifically, characteristics of production and environment, dry taste and body, and basic knowledge and label information were found to be significantly related to customer satisfaction. Moreover, intention to re-purchase is affected by several Italian wine selection attributes: brand image, characteristics of production and environment, dry taste and body, basic knowledge and provided information. In addition, one of the most interesting findings were that customer satisfaction after purchasing wine and tasting it has a positive impact on the intention to re-purchase. This study also found that Italian wine selection attributes have significant differences via wine consumption characteristics. Implications of these results and direction for future research are discussed.

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