体验视角下的展会专业观众服务质量优化研究

发布时间：2018-06-05 07:02

本文选题：体验 + 满意度　；参考：《中国海洋大学》2013年硕士论文

【摘要】：随着世界服务业的迅速发展，特别是西方国家服务业的迅速崛起，服务质量越来越受到服务企业和专家学者的广泛关注，如何有效提高服务质量的水平已经成为服务业的重要课题。会展业作为一个新兴的朝阳产业，自身的发展迅猛，但是在发展中存在的很多问题也渐渐地暴露出来，服务质量理论可以为会展业的发展提供一个很好的指导方向。但是，，会展业自身也有一定的复杂性，它具有不同于一般服务业的自身鲜明特征，比如说它所面对的服务对象就有很多，包括参展商、专业观众、会展服务运营商等等。近几年来，业界对于会展的研究多集中在参展商的角度上，参展商是展会经济收入的主要来源，但是作为参展商直接面对的客户群体即专业观众来说，他们的作用也是不容忽视的，所以本文就专业观众的服务质量为研究对象进行调研。体验理论在各个领域得到了一些实践应用，效果也是比较显著的，而且体验理论在各行各业的渗透也是大势所趋。在这个思想理论的指导下，对服务质量进行优化，必然会不同于一般情况下的服务质量提升，更具有一定的时代顺应性。本文在梳理顾客体验、服务质量及顾客满意度等方面相关知识的基础上，从顾客体验的角度，分析了专业观众体验的影响因素，进而研究展会如何进行服务质量优化来增加专业观众的体验价值，从而提高展会自身的核心竞争力。同时，本文以第八届中国青岛国际橡胶技术暨轮胎展览会为例，对展会专业观众体验影响因素做了实证研究。具体方法是根据体验理论和服务质量理论进行调查问卷的设计，应用SPSS16.0软件对调查数据进行分析，运用IPA分析法来分析展会目前服务质量各个环节的现状，找出问题，以期对该展会特色发展提供一些建议和帮助。有助于会展企业或者是主办方从会展体验的视角来提升专业观众服务的质量，进而提高专业观众的观展满意度，从而有效地激发专业观众继续参展的积极性，而专业观众的满意又会促进参展商的参展决策，经过这样的连锁反应就可以带动整个展会的经济利益增长和发展。
[Abstract]:With the rapid development of the service industry in the world, especially the rapid rise of the service industry in the western countries, the service quality has been paid more and more attention to by service enterprises and experts and scholars. How to effectively improve the level of service quality has become an important issue in the service industry. Exhibition industry as a new sunrise industry, its own rapid development, but in the development of many problems also gradually exposed, the theory of service quality can provide a good direction for the development of the exhibition industry. However, the exhibition industry has its own complexity, which is different from the general service industry. For example, it faces a lot of service objects, including exhibitors, professional audience, exhibition service operators and so on. In recent years, the research on exhibitors has focused on the exhibitors, who are the main sources of economic income, but as the customers directly facing exhibitors, that is, the professional audience, Their role is not to be ignored, so this study on the service quality of professional audience as the research object. Experience theory has been applied in various fields, and the effect is remarkable, and the penetration of experience theory in various industries is also the trend of the times. Under the guidance of this thought and theory, the optimization of service quality is bound to be different from the improvement of service quality under general circumstances, and it has a certain adaptability to the times. On the basis of combing the related knowledge of customer experience, service quality and customer satisfaction, this paper analyzes the influencing factors of professional audience experience from the perspective of customer experience. Then it studies how to optimize the service quality to increase the experience value of the professional audience and improve the core competitiveness of the exhibition itself. At the same time, taking the eighth China Qingdao International Rubber Technology & Tire Exhibition as an example, this paper makes an empirical study on the influencing factors of the exhibition professional audience experience. The specific method is to design the questionnaire according to the experience theory and the service quality theory, analyze the survey data by using SPSS16.0 software, analyze the current situation of each link of the service quality of the exhibition by using the IPA analysis method, and find out the problems. With a view to the development of the exhibition features to provide some advice and help. It will help the exhibition enterprises or organizers to improve the quality of professional audience service from the perspective of the exhibition experience, and then improve the satisfaction of the professional audience, thus effectively stimulate the enthusiasm of the professional audience to continue to participate in the exhibition. The satisfaction of the professional audience will promote the exhibitors' decision to participate in the exhibition. Through this chain reaction, the economic benefits of the whole exhibition can be increased and developed.
【学位授予单位】：中国海洋大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F713.83

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