와인 선호도 요인과 고객만족 및 고객충성도, 재구매 의도에 관한 인과관계 연구
A Study on the Causal Model of Wine Preference Factors Based on Customer’s Satisfaction, Loyalty, and Repurchase Intention
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The wine consumption of Korea has been accelerating as a result of wide spread western lifestyles and Koreans’ recent pursuits, well-being, and customers’ desire and increasing demand for wine. This research shows how customers’ preferences affect on grape species business performance(especially customer satisfaction, customer loyalty, and repurchases intention). This study based on survey results suggests ideas and marketing strategies to wine suppliers and retailers. As a statistical hypothesis test, wine preferences and the multiple regression analysis on customer satisfaction were held and the test results indicated that dry flavor positively impacted customer satisfaction. The wine enthusiasts favor the dry flavor of wine and it indicates that enthusiasts prefer grapes’ tannin like Cabernet Sauvignon. The multiple regression analysis of repeated purchasers’ intention shows that dry flavor and characteristics on producing circumstances heavily influence their intentions. The multiple regression analysis for wine preferences and customer loyalty, dry flavor and the scent are two most important factors to attract the customers.
Abstract
The wine consumption of Korea has been accelerating as a result of wide spread western lifestyles and Koreans’ recent pursuits, well-being, and customers’ desire and increasing demand for wine. This research shows how customers’ preferences affect on grape species business performance(especially customer satisfaction, customer loyalty, and repurchases intention). This study based on survey results suggests ideas and marketing strategies to wine suppliers and retailers. As a statistical hypothesis test, wine preferences and the multiple regression analysis on customer satisfaction were held and the test results indicated that dry flavor positively impacted customer satisfaction. The wine enthusiasts favor the dry flavor of wine and it indicates that enthusiasts prefer grapes’ tannin like Cabernet Sauvignon. The multiple regression analysis of repeated purchasers’ intention shows that dry flavor and characteristics on producing circumstances heavily influence their intentions. The multiple regression analysis for wine preferences and customer loyalty, dry flavor and the scent are two most important factors to attract the customers.
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