AAWE, Economics Dept, New York University, 19 W 4th St, 6Fl., New York NY 10012aawe@wine-economics.org

AAWE Working Paper No. 47 – Business

 

The E-mail Responsiveness of Italian Wineries    

Riccardo Vecchio

Abstract

The promises of the Internet as a platform for reaching new outlets, markets of global dimensions, intimate customer relationships, low cost and streamlined distribution chains have largely been disappointing in the wine industry. This paper draws on an e-mail commercial survey to investigate web customer service offered by 300 wine companies across Italy. The overall feedback rate was 55%. The main problem of these firms was the inability to respond to customer inquiries in a timely and informative fashion. In particular, only 18% of these wineries responded within four hours, 37% responded within 12 hours. There are also significant differences in response rates by regional business location.

Related Items

Menu