An Analysis of Service Quality in Chosen Prague Wineries

Bc. Kateryna Pohrebniak

Bachelor's thesis

Abstract:

This thesis aims to analyze the service quality provided by wineries and its impact on customer satisfaction. The research question is "What are the key elements of wineries' service quality that have the greatest impact on overall customer satisfaction?" To answer this question, mystery shopping visits were conducted at four wineries: Lot of Wine, Salabka, Office Wine, and Autentista. Five key dimensions of service quality were evaluated: Tangibility, Responsiveness, Assurance, Empathy, and Reliability. The results were analyzed using descriptive statistics, which included mean scores, mode, and percentiles. Histograms were created based on mean scores to visualize results for each dimension at each winery. Additionally, a general comparison of the key service quality dimensions was conducted to gain a more comprehensive understanding of the results. The findings suggest that all four wineries have strong performance in most dimensions, but there are areas for improvement. Therefore, it is recommended that wineries focus on enhancing their weaker dimensions to enhance overall customer satisfaction, taking into account that research findings suggest that responsiveness and reliability are the most important dimensions of service quality in wineries, while tangibility and empathy have a lower impact on overall customer satisfaction. Overall, this study highlights the importance of understanding and improving service quality in the wine industry, as it can significantly impact customer satisfaction and loyalty. Results of this study can help wineries identify their strengths and weaknesses and implement strategies to improve their service quality and customer satisfaction.

Abstract:

This thesis aims to analyze the service quality provided by wineries and its impact on customer satisfaction. The research question is "What are the key elements of wineries' service quality that have the greatest impact on overall customer satisfaction?" To answer this question, mystery shopping visits were conducted at four wineries: Lot of Wine, Salabka, Office Wine, and Autentista. Five key dimensions of service quality were evaluated: Tangibility, Responsiveness, Assurance, Empathy, and Reliability. The results were analyzed using descriptive statistics, which included mean scores, mode, and percentiles. Histograms were created based on mean scores to visualize results for each dimension at each winery. Additionally, a general comparison of the key service quality dimensions was conducted to gain a more comprehensive understanding of the results. The findings suggest that all four wineries have strong performance in most dimensions, but there are areas for improvement. Therefore, it is recommended that wineries focus on enhancing their weaker dimensions to enhance overall customer satisfaction, taking into account that research findings suggest that responsiveness and reliability are the most important dimensions of service quality in wineries, while tangibility and empathy have a lower impact on overall customer satisfaction. Overall, this study highlights the importance of understanding and improving service quality in the wine industry, as it can significantly impact customer satisfaction and loyalty. Results of this study can help wineries identify their strengths and weaknesses and implement strategies to improve their service quality and customer satisfaction.

Keywords

customer satisfaction, mystery shopping, service dimensions, service quality, winery

Language used: English

Date on which the thesis was submitted / produced: 18. 4. 2023

Thesis defence

• Date of defence: 5. 6. 2023
• Supervisor: Ing. Jiří Zelený, Ph.D.
• Reader: Ing. Darina Svobodová

University College Prague – University of International Relations and Institute of Hospitality Management and Economics, Ltd.

Bachelor programme / field:
Hospitality Management / Hospitality Management