ABSTRACT
This chapter provides theoretical advances and operational contents to analyse the service expectations of wineries and their perceptions of quality. It provides management with a tool with which to assess customer satisfaction and to capture the required change opportunities. The study advances the analysis of the perceived service quality in business-to-business (B2B) and wine events. This chapter is organized as: The 'Vinitaly', highlights the key facts and figures of Vinitaly in comparison with the other two most important wine fairs in the world, Vinexpo and ProWein. Then, the 'Background literature', discusses the measures of service quality in the B2B context. The theoretical framework presents in 'Methodology' and its empirical implementation is described in 'Results'. Later, the 'Discussion and conclusions' points out the proposed methodological advances and outlines the managerial implications for event organizers. The external environment considers a key determinant in achieving efficiency.
