The relationships of wine promotion, customer satisfaction, and behavioral intention: The moderating roles of customers' gender and age

• Published in: Journal of hospitality and tourism management 2019-06, Vol.39, p.212-218
• Main Authors: Kim, Woo-Hyuk, Cho, Jeong-Lan, Kim, Kyung-Sook
• Format: Article
• Language: English
• Subjects: Customer satisfaction; Korea; Market segmentation; Restaurant; Wine promotion
• ISSN: 1447-6770; 1447-6770
• DOI: 10.1016/j.jhtm.2019.03.001

The purpose of the study is to investigate the relationships between wine promotion, customer satisfaction, and behavioral intention in light of the moderating effects of customers' gender and age. More specifically, the study had two objectives: first, to examine the relationships between customer satisfaction and both wine promotion and behavioral intention and, second, to analyze how the age and gender of customers affect the relationship between wine promotion and customer satisfaction. Data were collected from customers at a restaurant in South Korea, after which a total of 643 usable surveys were analyzed via structural analysis. The results reveal that there is a positive relationship between wine promotion and customer satisfaction and that customer satisfaction significantly influenced behavioral intention. Subsequent tests for metric invariance showed differences in the moderating roles of customers' age and gender. Such findings can inform strategies to enhance the management and service marketing of restaurants, wine importers, distributors, and retailers.