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This study aims to examine the relationships customer centric measures in wine tasting rooms. Furthermore, moderating role of customer satisfaction in value for money and repurchase intent relationship was examined.The data were collected in wineries in British Columbia, Canada. Analysis was conducted using the partial least squares structural equation modelling (PLS-SEM). In order to test the moderating role of satisfaction, the respondents were divided into two groups of unsatisfied and satisfied customers. The multi-group analysis of PLS-SEM was used to detect possible heterogeneity.The findings show that there is a significant relationship between value for money and repurchase intent. A significant relationship between value for money and repurchase intent was also detected, when satisfaction as a dichotomous variable was present in the model. A moderating role of satisfaction was discovered, where the strength of the relationship between value for money and repurchase intent appeared to decrease with higher levels of satisfaction.This study provides an overview in the triangle relationships between value for money, customer satisfaction and repurchase intent, and how the dichotomous satisfaction construct moderates the value for money and repurchase intent relationship. Surprisingly, the moderating impact was found to be negative and at the same time significant.

The relationships between the satisfaction, value for money and repurchase intent constructs in the context of wine tasting room