Attitudes towards wine-service training and its influence on restaurant wine sales

Mark M. Gultek, Tim H. Dodd, Raymond M. Guydosh

Research output: Contribution to journalArticle

31 Scopus citations

Abstract

The success of wine sales in restaurants partly depends on the knowledge level of employees and managers. In order to effectively purchase and market wine, the restaurant employees and the managers need to possess the necessary knowledge about their products. For this reason, wine-service training is an important part of the entire process of purchasing and marketing wine at restaurants. This study investigated the influence of wine-service training on wine sales, and restaurateurs' attitudes toward wine-service training. A number of attributes were found to influence attitude towards wine training. In addition, the amount of wine training offered by restaurants was related to the quantity of wine sold in the restaurant.

Original languageEnglish
Pages (from-to)432-446
Number of pages15
JournalInternational Journal of Hospitality Management
Volume25
Issue number3
DOIs
StatePublished - Sep 2006

Keywords

  • Attitude
  • Restaurants
  • Restaurateur
  • Wine sales
  • Wine-service training

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