A Research on the Measurement of the Service Quality of the Enterprises Located on the Thrace Vineyard Route

Abstract

This study aims to reveal the difference between wine tourists' expectations before receiving service and their perception after receiving service with the Servqual scale. The convenience sampling method was used to obtain the data. In this context, data were obtained from 276 wine tourists who visited 12 establishments on the Thrace Vineyard Route, through face-to-face and internet environment surveys throughout 2019. Reliability, validity, difference and relationship analyzes were used to reveal the research findings. Based on the Servqual analysis, the biggest differences between customer expectations and perceived service quality were the physical characteristics and enthusiasm, assurance and empathy and reliability dimensions, respectively, according to the servqual difference score averages. According to the Wilcoxon analysis, it was revealed that there is only a difference in the confidence dimension. The confidence dimension that visitors expect for the service quality of the vineyard businesses is positively differentiated from the perceived confidence dimension.