Creating bonds with customers as a result of winery visitation

Resumo

The built environment for wine production, the whole winery infrastructure, its architecture, and the staff involved, the implementation context and the services offered have become important elements to attract tourists to visit wineries that seek for competitive advantage. This way, the aim is to identify the attributes related to winery visitation that enable the customer to create bonds to return to the place, indicate the winery to friends and also keep buying from the winery. Therefore, it was implemented a survey research with a structured questionnaire based on the literature related to the context of the study, in a winery located in Vale dos Vinhedos, in the city of Bento Gonçalves (RS). The research had an exploratory and quantitative feature and the data was analyzed by applying multivariate data analysis. The conclusions show that to establish bonds with the customer from the winery visitation requires more than a good wine and a quality service, but results from an emotional connection between the visitor and the winery, in which increasing the satisfaction with the built environment consequently increases the general satisfaction with the winery, upgrading the company’s image created in the visitors mind, being remembered in the purchase moment, enabling the negotiations growth, the customer retention and loyalty with the brand.