Convivial Connection between Staff and Customer Is Key to Maximising Profitable Experiences: An Australian Cellar...

Area of Science:

• * Hospitality and Tourism Management
• * Consumer Behavior
• * Wine Marketing

Background:

• * Winery cellar doors are crucial for direct retail sales, offering higher profit margins than wholesale channels.
• * Existing research highlights the importance of customer experience for brand loyalty and sales, yet often overlooks staff perspectives.
• * The co-creative nature of customer-staff interactions in cellar door experiences necessitates understanding both viewpoints.

Purpose of the Study:

• * To explore the co-creation of cellar door experiences from both customer and staff perspectives.
• * To identify key factors contributing to positive and memorable wine tourism experiences.
• * To develop a framework for enhancing staff training and human resource strategies in wineries.

Main Methods:

• * Employed constructivist grounded theory with Charmaz's analytical approach.
• * Conducted semi-structured, in-depth interviews with 33 participants, including wine consumers and cellar door staff.
• * Utilized cognitive dissonance theory to analyze potential tensions and risk perceptions in the experience.

Main Results:

• * Convivial connection and mutual respect between staff and customers are paramount for enjoyable experiences.
• * Warm greetings and knowledgeable staff-customer rapport significantly enhance brand attachment.
• * Co-created connections serve as the primary mechanism for positive experiences and brand loyalty.

Conclusions:

• * Positive cellar door experiences are a result of collaborative co-creation between knowledgeable staff and engaged customers.
• * Investing in staff training focused on building rapport and communication is vital for wineries.
• * A framework for professional development can optimize human resource strategies, boosting cellar door profitability.