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Type: Conference paper
Title: Measuring winery cellar door servicescape: testing the validity of a visual content analysis approach
Author: Altschwager, T.
Habel, C.
Goodman, S.
Citation: Proceedings of the Australian and New Zealand Marketing Academy Conference (ANZMAC 2010), 'Doing more things less', held the the University of Canterbury, 29 Nov-1 Dec 2010 / P. Ballantine and J. Finsterwalder (eds.): pp.1-6
Publisher: Department of Management, University of Canterbury
Publisher Place: Canterbury
Issue Date: 2010
ISBN: 9780473178208
Conference Name: ANZMAC (2010 : Christchurch : New Zealand)
Statement of
Teagan Altschwager, Cullen Habel and Steve Goodman
Abstract: Servicescape, or the physical environment surrounding a service, is a well established concept in services marketing literature. Many studies have focused their attention on servicescape within winery cellar doors, and predominantly, have used consumer questionnaires to measure perceived servicescape quality. However, McDonnell and Hall (2008) have recently developed a “Winery Cellar Door Servicescape Scoresheet”, a Visual Content Analysis approach to measuring servicescape. This method was used in a study of New Zealand wineries; however the validation of scoresheet as a measurement tool was not tested. The purpose of this paper is to test the validity of this measurement tool by conducting both a Visual Content Analysis and consumer questionnaire in 5 South Australian wineries.
Rights: Copyright status unknown
RMID: 0020103445
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Appears in Collections:Business School publications

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