参展商对上海展览会服务质量的感知价值实证研究

发布时间：2018-03-17 20:54

本文选题：参展商　切入点：展览会　出处：《上海师范大学》2011年硕士论文　论文类型：学位论文

【摘要】：随着西方国家服务业的快速发展,服务质量的重要性受到了越来越多的关注,提高服务的质量已经成为各行业企业获得竞争优势的重要途径之一。自20世纪80年代至今的30多年时间里,欧美国家的学者不但开创了服务质量的研究领域,而且还从服务质量的定义、维度到服务质量的测评研究都做出了重大贡献。但是,与国外相比,我国关于服务质量的研究才进入初级阶段,还未形成自己的理论体系,大部分研究的进行还要大量借鉴国外研究成果。经过近60年的发展,上海展览会逐渐在国际上崭露头角,国际知名度和影响力也逐渐增加,一些著名的展览会也开始落户上海,凭借着他们先进的管理和服务等优势抢占展览市场份额。相对而言,上海的展览会服务质量与国外先进的展览大国相比,还存在着很大的差距,所以尽快的改善展会服务质量是上海展览会目前需要解决的重要难题之一。而要想提高服务质量,首先必须清楚展览会自身的服务质量现状,了解自己以及竞争对手的优势和劣势,以便有针对性的提出改进策略。但是在我国,关于对展览会的服务质量测评的研究还还不多见,也还没有出现一套完整有效的服务质量测量表。而国外的SERVQUAL方法,由于其良好的适用性,自出现以来就被各个行业广泛应用,其服务质量的五维度结构更是得到了众多学者的认可。本文基于服务质量的五维度,结合上海本地特点和展览会特点,从参展商的角度出发设计出上海展览会服务质量测评问卷。之后,在上海举办的展会中选出4个展会,对参展商进行问卷调查,并利用SPSS17.0相关软件对调研所得的数据进行分析,结果显示了问卷具有较高的有效性和可靠性,能够对上海展览会的服务质量测评,验证了服务质量的五维度模型在展览会中的适用性,并且得出了上海展览会服务质量的五维度排序:移情性、响应性、可靠性、安全性、有形性。所以,对于上海展览会来说,本次研究的结论可应用于展会的具体策划和管理上,在一定程度是上为上海展览会服务质量的提高指明了方向。总的来说,本次研究就参展商对上海展览会服务质量的感知价值进行了研究,以SERVQUAL模型,根据上海展览会的特点,设计出调研问卷。然后对展会的参展商进行调研,得出了展览会服务质量的测评量表并且得出了参展商对服务质量五维度的重视程度排序,具有一定的实践意义。有助于改善上海展览会服务质量的现状,提高其市场竞争力。
[Abstract]:With the rapid development of service industry in western countries, more and more attention has been paid to the importance of service quality. Improving the quality of service has become one of the important ways for enterprises in various industries to gain competitive advantage. In the more than 30 years since 1980s, scholars in Europe and the United States have not only opened up the research field of service quality. However, compared with foreign countries, the research on service quality in our country has only entered the initial stage, and has not yet formed its own theoretical system. Most of the research still needs a large number of foreign research results. After nearly 60 years of development, the Shanghai Exhibition has gradually emerged in the international arena, and its international popularity and influence have gradually increased. Some famous exhibitions have also begun to settle in Shanghai. By virtue of their advantages of advanced management and service, they are able to seize the market share of the exhibition. Comparatively speaking, compared with the advanced exhibition countries abroad, there is still a big gap in the quality of exhibition services in Shanghai. Therefore, to improve the service quality of the exhibition as soon as possible is one of the important problems that need to be solved at the Shanghai Exhibition. In order to improve the service quality, first of all, we must make clear the present situation of the service quality of the exhibition itself. Understand the strengths and weaknesses of yourself and your competitors in order to put forward targeted improvement strategies. However, in our country, the research on the evaluation of the service quality of the exhibition is still rare. There has not been a complete and effective set of quality of service measurement. Because of its good applicability, the foreign SERVQUAL method has been widely used in various industries since its emergence. The five-dimensional structure of service quality has been recognized by many scholars. Based on the five dimensions of service quality, combining the local characteristics of Shanghai and the characteristics of the exhibition, this paper designs a questionnaire from the perspective of exhibitors to evaluate the service quality of Shanghai exhibitions. After that, four exhibitions are selected from the exhibitions held in Shanghai. The results show that the questionnaire is effective and reliable, and it can evaluate the service quality of Shanghai Exhibition. The applicability of the five-dimension model of service quality in the exhibition is verified, and the five dimensions ranking of service quality of Shanghai Exhibition is obtained: empathy, responsiveness, reliability, security and materiality. The conclusion of this study can be applied to the specific planning and management of the exhibition, to a certain extent, it points out the direction for the improvement of the service quality of the Shanghai exhibition. In general, this study studies the perceived value of exhibitors to the service quality of the Shanghai Exhibition. Based on the SERVQUAL model, according to the characteristics of the Shanghai Exhibition, the questionnaire is designed. Then, the exhibitors of the exhibition are investigated. The evaluation scale of exhibition service quality and the ranking of exhibitors' attention to the five dimensions of service quality are obtained, which has certain practical significance. It is helpful to improve the present situation of service quality of Shanghai Exhibition and enhance its market competitiveness.
【学位授予单位】：上海师范大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：F713.83;F224

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