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The Analysis of Service Quality of Rural Wineries-A Comparison between Farmers' Associations and Agriculture-Production-and-Marketing Groups
Wann, Joyce Jong-Wen
To diminish the impact resulted from entering the World Trade Organization to the agriculture production of Taiwan, Council of Agriculture of Taiwan government has launched several promotion strategies in attempt to help farmers developing rural wineries. Via the linkage to wine tourism, the development of rural wineries is anticipated to increase the economic gains of the agriculture production of Taiwan. Previous studies indicated that service quality is one of the key factors for wineries' competitiveness. However, consumer perception to the service quality of a firm is influenced by the organization structure of the firm. This study was intended to compare the service quality of the rural wineries owned by different farmers' organizations. The study results are beneficial in enhancing the competitiveness of the rural wineries. Tourists of three farmers' association owned wineries and five agriculture-production-and-marketing association group owned wineries were sampled to participate in the survey, and the theoretical conceptualizations of SERVQUAL and SERVPERF were used to measure and compare the service quality of the wineries investigated in this study. As a total 470 valid questionnaires were completed. Independent samples t-test and paired samples t-test were applied for the statistical analysis. The study results indicated that the service quality of the rural wineries investigated was not able to satisfy visitors’ expectations, only the wineries owned by agriculture-production-and-marketing groups reach the visitors’ expectations on a few service attributes. From the aspects of tourists, the service quality of the wineries owned by agriculture-production-and-promotion groups was better than that of the wineries owned by farmers' associations. It may result from the positioning strategy of the agriculture production-and-promotion groups for their wineries that they tend to operate their wineries in a single subject manner. Such operation style makes the theme of their wineries more focused and makes the operation of service supply simplified. It benefits the management of service quality for their wineries. In contrast, farmers' associations tend to operate wineries in a diversified style. The operation strategy of diversification may damage the theme of their wineries and makes their service supply complicated and difficult, and thus to spoil visitors' perception toward their service quality.
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