Measuring winery cellar door servicescape: testing the validity of a visual content analysis approach

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.