摘要 : Purpose This paper aims to consider how customer experience can be used by wineries to enrich their value proposition and improve their competitive advantage.Design/methodology/approach Qualitative research, using a semi-structure... 展开 Purpose This paper aims to consider how customer experience can be used by wineries to enrich their value proposition and improve their competitive advantage.Design/methodology/approach Qualitative research, using a semi-structured interview approach, was conducted on four small sized wineries located in the Bolgheri area (Tuscany, Italy). This study was based on the theoretical model of Pine and Gilmore.Findings All the wineries in the sample are committed to enriching wine – the tangible product. They focus on customer experience to make the process unique and meaningful. They seek to provide a rich experience, but have chosen one experience dimension to create a specific identity for themselves. It is evident, based on interviews and online reviews, that the customers appreciate the efforts of the wineries.Research limitations/implications This study can be further developed, using dimensions such as brand awareness and by building a larger sample, to understand how wineries can further improve their value proposition.Practical implications The adoption of marketing experience requires flawless execution of the experiences, starting from first employee-customer interaction. For this reason, it is essential for companies to invest in the training and development of their employees, who represent the experiential offer, and act as the link between the internal and external world. It is also important to identify new trends and be proactive.Originality/value Very few studies in the literature focus on customer experience in wine sector. 收起