Purpose: The purpose of this paper is to explore how gendered wine-drinker identities are constructed through stories of wine consumption in Kenya. Design/methodology/approach: The data comes from a corpus of 19 in-depth semi-structured interviews collected in Nairobi, Kenya. Taking a narrative...

Purpose Practitioners and researchers are persistently trying to identify critical product/service attributes that generate greater customer satisfaction, which in turn yields multiple positive outcomes for the business. However, traditional measuring of attribute performance does not account...