Measuring customer wine satisfaction when dining at a restaurant


The present study reports the factors that influence wine satisfaction when dining at a restaurant. Wine pairings with food have been a popular way to encourage restaurant patrons to purchase wine. Satisfaction with wine shows a strong relationship with increased sales at restaurants. In this research, wine consumers' confidence, food quality, environment, and service were used as independent variables to investigate the impact on wine satisfaction in a restaurant setting. Multiple regression analysis was conducted to measure significance of independent variables. The study was exploratory, relating the four factors to satisfaction of wine experiences in restaurants. The results suggested that food quality was the significant indicator of wine satisfaction among customers when dining at a restaurant. © Taylor & Francis Group, LLC.

Publication Title

Journal of Quality Assurance in Hospitality and Tourism