This paper seeks to investigate the conceptualisation and measurement of the service quality construct and its relationship to behavioural intention through an application of the importance‐performance technique within the Australian wine tourism industry. Many winery operators invite...

Methods of measuring service quality have suffered from a lack of discussion about perceptual processes involved in a consumer’s evaluation of quality. Most importantly, it is the perception of service quality at the time of the next purchase decision that may better explain repeat buying...