Job satisfaction of certified employees in viticulture: A qualitative study

The need for qualified employees in wineries leads to a gain in importance of human resource management in the wine industry. Knowledge on job satisfaction of employees in wineries and cooperatives as well as research in human resource management is rare.

The aim of this qualitative study is to find aspects affecting job satisfaction of employees in Austrian and German wineries. These identified aspects were analysed with regard to the perceived satisfaction or dissatisfaction of the employees.

Sixteen qualitative interviews were conducted in Austria and Germany with employed winemakers, production managers and vineyard managers.

Aspects of job satisfaction which were found in agricultural studies were validated for employees in wineries. In addition to these influencing factors of job satisfaction, interviewed workers mentioned other important aspects, such as equality issues, development of the company and attachment to the final product, which affect their job satisfaction.

The positive image of the product wine, the wine sector and the profession contributes to a high job satisfaction overall. The personal interest in wine is one of the major factors of job satisfaction. It reduces dissatisfaction with remuneration, monotonous work processes and long working hours. However, employees in wineries saw problems in reconciling family life and work. Furthermore, employees complained about physical strains leading to possible changes in job or position.