Winery website loyalty: the role of sales promotion and service attributes

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Pelet, J.-É., Lecat, B., Khan, J., Lee, L.W. ORCID: 0000-0002-3818-4445, Ellis, D., Garry Wolf, M.M.C., Rundle-Thiele, S., Kavoura, N., Katsoni, V. and Wegmann, A., 2018. Winery website loyalty: the role of sales promotion and service attributes. International Journal of Wine Business Research, 30 (2), pp. 138-152. ISSN 1751-1062

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Official URL: http://doi.org/10.1108/IJWBR-01-2017-0003

Abstract

Purpose: toward buying wine on mobile phones and m-commerce website loyalty by examining a) the mediating role of sales promotion and b) the moderating role of service attributes of the m-commerce websites in influencing the mediation.

Design/methodology/approach: A total of 3,318 completed surveys were collected. Drawing on a large non-probability criterion based purposive sample across six countries (France, Germany, Greece, South Africa, United States and Canada) mediation analysis was performed to examine hypothesized relationships.

Findings: Results show that sales promotion mediates the relationship between feelings towards buying wine on mobile phones and m-commerce website loyalty. Moderated mediation reveals that the indirect pathways (sales promotion) through which feelings towards buying wine over mobile exert its effect on m-commerce website loyalty is dependent on the value of service (wine delivery) attributes of the website. The results demonstrate that sales promotion and service are of paramount importance to wineries and wine marketers.

Research implications/limitations: Wine producers and retailers should consider the use of sales promotion to enhance sales and loyalty to m-commerce websites.

Practical implications: Wine producers and retailers should consider use sales promotion (such as SMS or push notifications) to enhance sales and influence consumer feelings and hence their loyalty.

Originality/value: Wine m-commerce studies are limited, especially with an international perspective comparing 6 different countries: 3 from the old world (such as France, Germany and Greece) and 3 from the New World (North America with USA and Canada; and South Africa). Altogether those 6 countries represent around 40% of the world consumption.

Item Type:

Journal article

Publication Title:

International Journal of Wine Business Research

Creators:

Pelet, J.-É., Lecat, B., Khan, J., Lee, L.W., Ellis, D., Garry Wolf, M.M.C., Rundle-Thiele, S., Kavoura, N., Katsoni, V. and Wegmann, A.

Publisher:

Emerald

Date:

May 2018

Volume:

Number: