The service-dominant logic perspective for enhancing the e-commerce of wine - A test/application on the Italian wine sector

Abstract

Developing a framework that could apply the 11 foundational premises of service-dominant logic – SDL – to wine e-commerce, and answer an investigation objective (“Are the most important Italian wineries' e-commerce websites oriented to value cocreation according to SDL?”) are the two aims of this research.Main outcome is a framework for the application of SDL to WECSs (wine e-commerce sites). Subsequent test/application to the Italian wine sector shows the delay of the most important Italian wineries in focusing on e-commerce, with very few exceptions.Further studies on the application of SDL to WECSs will involve relational, educational, and experiential marketing. The model can work as a checklist for evaluating value cocreation (according to SDL) in WECSs.All the wineries under investigation make heavy use of social media. A conversion strategy of (corporate) social network users into (corporate) social commerce users seems practicable, but only if wine e-commerce is strategic.