Personality, mood, or emotion? Influence on customer trait and state during the cellar door experience on sales and word-of-mouth intention: A Bayesian approach

Genevieve d'Ament, Tahmid Nayeem, Anthony Saliba

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Abstract

Direct-to-customer sales provide higher returns, thus maximising profitability. While recent research has expanded the understanding of the sales relationship developed during a cellar door experience, individual influences on this relationship remain under-researched. The current study examines the direct-to-customer sales relationship co-created with staff during a cellar door experience. The influence of a participant’s personality, mood, and emotion on onsite sales and intention to recommend the experience was captured through an online questionnaire completed by 136 customers during their cellar door experience. A Bayesian Network was produced to determine the sensitivity of average onsite sales and the intention to recommend these variables. Results showed that all outcome variables were sensitive to wine-evoked emotions, aroused mood states, and the neuroticism personality trait. Additionally, results show the importance of cellar door staff in maximising profitability. The developed framework provides cellar door managers and staff a valuable guide to creating engaging cellar door experiences, essential to maximising overall winery profitability.
Original languageEnglish
Number of pages27
JournalWine Economics and Policy
Publication statusPublished - 13 Mar 2024

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