College of Liberal Arts
Communication Studies Department
BA in Communication Studies
This study looks at what motivates people to join and sustain membership with a particular wine club in the Paso Robles area. The four flows of organizational communication were applied to discover what allows wineries to be successful in the direct-to-consumer wine market. The study will uncover the research question: Using the four flows of organizational communication, why do individuals join and sustain membership with Tobin James Cellars as part of the “James Gang” wine club? Interviews were conducted with both wine club members and employees in order to collect data to answer the research question. Strong relations amongst employees help to combat issues and perpetuate organizational values in the workplace. Overall, the findings showed that individuals join and sustain membership with Tobin James Cellars due to exceptional customer relations, strong word of mouth advertising, and distinct organizational identity.