基于服务质量感知的参展商忠诚行为研究
发布时间：2019-05-06 12:58
【摘要】：随着中国经济的快速发展,在华展览公司的竞争越来越烈,当展览业市场逐渐从卖方市场转化为买方市场时,如何才能在竞争中脱颖而出成为主办方最为关心的一个话题。在这种背景下,忠诚参展商成为组展商关注的焦点。因为从一方面来说,忠诚参展商往往实力雄厚,在行业内具有较大的影响力,能吸引更多的专业观众前来参展,对于展览会能否成功举办起着至关重要的作用。从另一个方面来讲,吸引参展商连续参展可以降低企业运营成本。虽然忠诚参展商对举办一个成功的展览会作用至关重要,但就目前的研究来看,对参展商忠诚行为的研究还处于探索阶段,尤其是对参展商忠诚行为、满意度、感知价值和服务质量感知等变量之间关系的研究几乎还属于空白阶段。 因此,本研究从参展商服务质量感知出发,在相关理论回顾的基础上,构建了参展商服务质量感知、感知价值、满意度和忠诚行为四者之间关系的影响模型,并采用了SPSS、LISREL对因子间的关系进行了探索性和验证性因子分析,最后还对不同公司性质、不同公司规模和不同最高参展人员职位的被调查者进行了方差分析。 对北京主要场馆的展览会参展商的调研结果表明：1)参展商忠诚行为、满意度、感知价值和服务质量感知之间的关系为：满意度是参展商忠诚行为的直接影响变量,服务质量感知和感知价值通过满意度影响参展商忠诚行为。2)参展商对组展商服务质量的感知按照贡献程度,可依次划分为“营销推广”、“管理服务”、“布局功能”、“附加服务”和“组织活动”五个因子。 在实证研究结果的基础上,本研究认为组展商在今后的组展活动可以通过提供令参展商满意的服务,获取顾客满意和忠诚；具体来说,组展商还可以通过积极开展展览会营销宣传工作和对市场进行细分,提供个性化产品等方式提高参展商的满意度,从而获得参展商忠诚。
[Abstract]:With the rapid development of Chinese economy, the competition of exhibition companies in China is becoming more and more fierce. When the exhibition market is gradually transformed from the seller market to the buyer market, how to stand out in the competition has become a topic that the organizers are most concerned about. In this context, loyal exhibitors become the focus of exhibitors. Because on the one hand, loyal exhibitors often have strong strength, have a greater influence in the industry, can attract more professional audience to participate in the exhibition, it plays a vital role in the successful holding of the exhibition. On the other hand, attracting exhibitors to participate in a continuous exhibition can reduce the operating costs of the enterprise. Although loyal exhibitors play an important role in holding a successful exhibition, the research on loyalty behavior of exhibitors is still in the exploration stage, especially the loyalty behavior and satisfaction of exhibitors. The research on the relationship between perceived value and quality of service perception is almost a blank stage. Therefore, from the perspective of exhibitors' perception of service quality, and on the basis of reviewing the relevant theories, this paper constructs a model of the relationship among service quality perception, perceived value, satisfaction and loyalty behavior of exhibitors, and uses SPSS, to analyze the relationship between service quality perception, perceived value, satisfaction and loyalty behavior of exhibitors. LISREL carried out exploratory and confirmatory factor analysis on the relationship between factors. Finally, the variance analysis was carried out for the respondents with different company properties, different company sizes and different positions of the highest exhibitors. The results of a survey of exhibitors in major venues and venues in Beijing show that: 1) the relationship among exhibitors' loyalty behavior, satisfaction, perceived value and service quality perception is: satisfaction is the direct influence variable of exhibitors' loyalty behavior; Service quality perception and perceived value affect exhibitors' loyalty behavior through satisfaction. 2) exhibitors' perception of service quality of exhibitors can be divided into "marketing promotion", "management service" and "layout function" according to their contribution degree. "additional Services" and "organizational activities" five factors. On the basis of the results of the empirical study, the author believes that the exhibitors can obtain customer satisfaction and loyalty by providing satisfactory services to exhibitors in the future. Specifically, exhibitors can also improve the satisfaction of exhibitors by actively developing marketing and marketing work, segmenting the market, providing personalized products and so on, so as to obtain loyalty of exhibitors.
【学位授予单位】：北京第二外国语学院
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：F713.83
本文编号：2470192
[Abstract]:With the rapid development of Chinese economy, the competition of exhibition companies in China is becoming more and more fierce. When the exhibition market is gradually transformed from the seller market to the buyer market, how to stand out in the competition has become a topic that the organizers are most concerned about. In this context, loyal exhibitors become the focus of exhibitors. Because on the one hand, loyal exhibitors often have strong strength, have a greater influence in the industry, can attract more professional audience to participate in the exhibition, it plays a vital role in the successful holding of the exhibition. On the other hand, attracting exhibitors to participate in a continuous exhibition can reduce the operating costs of the enterprise. Although loyal exhibitors play an important role in holding a successful exhibition, the research on loyalty behavior of exhibitors is still in the exploration stage, especially the loyalty behavior and satisfaction of exhibitors. The research on the relationship between perceived value and quality of service perception is almost a blank stage. Therefore, from the perspective of exhibitors' perception of service quality, and on the basis of reviewing the relevant theories, this paper constructs a model of the relationship among service quality perception, perceived value, satisfaction and loyalty behavior of exhibitors, and uses SPSS, to analyze the relationship between service quality perception, perceived value, satisfaction and loyalty behavior of exhibitors. LISREL carried out exploratory and confirmatory factor analysis on the relationship between factors. Finally, the variance analysis was carried out for the respondents with different company properties, different company sizes and different positions of the highest exhibitors. The results of a survey of exhibitors in major venues and venues in Beijing show that: 1) the relationship among exhibitors' loyalty behavior, satisfaction, perceived value and service quality perception is: satisfaction is the direct influence variable of exhibitors' loyalty behavior; Service quality perception and perceived value affect exhibitors' loyalty behavior through satisfaction. 2) exhibitors' perception of service quality of exhibitors can be divided into "marketing promotion", "management service" and "layout function" according to their contribution degree. "additional Services" and "organizational activities" five factors. On the basis of the results of the empirical study, the author believes that the exhibitors can obtain customer satisfaction and loyalty by providing satisfactory services to exhibitors in the future. Specifically, exhibitors can also improve the satisfaction of exhibitors by actively developing marketing and marketing work, segmenting the market, providing personalized products and so on, so as to obtain loyalty of exhibitors.
【学位授予单位】：北京第二外国语学院
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：F713.83
【引证文献】
相关硕士学位论文 前1条
1 刘娇;基于参展商感知的会展服务质量评价研究[D];华南理工大学;2012年
，本文编号：2470192
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