专业观众展览会服务质量满意度测评研究

发布时间：2018-03-08 00:27

本文选题：专业观众　切入点：服务质量　出处：《天津商业大学》2017年硕士论文　论文类型：学位论文

【摘要】：市场经济的快速发展促使服务质量成为各行业竞争的核心。展览业作为一个新兴的服务行业,服务质量的提高显得尤为关键。细化服务内容,改进服务模式,将服务管理规范化,标准化,国际化是推动会展业健康持续发展、增强会展业核心竞争力的重要途径。专业观众作为展览会的重要主体之一,其对展览会的认可度直接影响着展览会的口碑与价值,而提升专业观众展览会认可度的重要途径之一就是改善展览会的服务质量。因此本文将评价主体确定为展览会专业观众,研究内容为影响展览会服务质量的各项因素,以及各个影响因素对专业观众展览会服务质量满意度的影响程度。通过一定的量化测评,建立一套科学有效的展览会服务质量评价方法,客观高效的反馈出展览会服务质量的不足,为主办方改善展览会服务质量提供切实有效的方案。本文梳理和分析了国内外的相关文献,综合运用文献研究法、实证分析法、问卷调查法、调研访谈法对专业观众的展览会服务质量满意度进行了测评研究。首先通过对各满意度模型的比较分析选定了服务质量差距模型与四分图模型为本次研究的测评模型,在SERVQUAL评价量表的基础上,对指标进行了修改和增加,建立本次研究的评价量表,并进行问卷发放与回收。将收集的问卷数据进行分析,量化专业观众对各项指标的满意度和重要性感知值,并通过回归方程量化总体服务质量。最后结合IPA分析对提升展览会服务质量提出相应的优化建议。本文通过研究验证了在原有SERVQUAL评价量表的基础上增加的挽回性维度以及全部25个评价指标为有效可行的,并得出以下结论:1、专业观众对服务质量的总体期望值大于感知值,即专业观众的展览会服务质量满意度较低,展览会整体服务质量都有待提高。2、专业观众展览会服务质量各评价维度满意度顺序由高到低依次是:挽回性、保证性、有形性、移情性、响应性、可靠性。3、高期待度低满意度的指标是主办方最需要改善的部分,他们分别是A5“工作人员的仪容仪表较为得体”、A6“注册入场方式方便多样”、A8“主办方具有良好的声誉”、A9“设有观众咨询服务台”、A12“服务的时间具有准确性”、A17“团体参观有专人引导”、A19“研讨会的效果较为明显”、A28“展览会相关网站建设良好”、A30“有微信公众号等自媒体平台”。因此对这一部分需要主办方特别注意。基于以上研究,本文针对展览会服务质量的改善提出了以下三个建议:1、加强工作人员的选拔与培训。2、制定完善的服务补救方案。3、保证服务宣传和承诺的客观性。
[Abstract]:With the rapid development of market economy, service quality has become the core of competition in various industries. As a new service industry, the improvement of service quality is particularly crucial. Standardizing, standardizing and internationalizing the service management is an important way to promote the healthy and sustainable development of the exhibition industry and enhance the core competitiveness of the exhibition industry. The recognition of the exhibition directly affects the reputation and value of the exhibition, and one of the important ways to enhance the recognition of the professional audience is to improve the service quality of the exhibition. The contents of the study are the factors that affect the service quality of the exhibition, and the degree of influence of each factor on the satisfaction of the service quality of the professional audience exhibition. Establish a set of scientific and effective evaluation methods of exhibition service quality, and objectively and efficiently feedback the shortcomings of exhibition service quality. This paper reviews and analyzes the relevant literature at home and abroad, synthetically applies the literature research method, the empirical analysis method, the questionnaire method, and provides a practical and effective scheme for the organizers to improve the service quality of the exhibition. Through the comparative analysis of various satisfaction models, this paper selects the service quality gap model and the quadrilateral graph model as the evaluation model. On the basis of SERVQUAL evaluation scale, the index is revised and added, the evaluation scale of this study is established, and the questionnaire is issued and recovered. The collected questionnaire data are analyzed. To quantify the professional audience's satisfaction and awareness of the importance of the indicators, Finally, combined with IPA analysis, the author puts forward the corresponding optimization suggestions to improve the service quality of exhibition. This paper verifies the reducibility of the original SERVQUAL evaluation scale through the research. The dimensions and all 25 evaluation indicators were valid and feasible. And draw the following conclusion: 1, the professional audience's overall expectation of the service quality is greater than the perceived value, that is, the professional audience's satisfaction with the exhibition service quality is low. The overall service quality of the exhibition needs to be improved. The order of satisfaction of each evaluation dimension of the service quality of the professional audience exhibition is: recovery, assurance, materiality, empathy, responsiveness, etc. Reliability. 3. High expectations and low satisfaction are the areas that organizers need to improve most. They are respectively A5 "staff members with more appropriate appearance" "A6" registration, convenient, diverse "A8" organizers have a good reputation, "A9" with audience consultation desk "A12" service time accuracy "A17" group visit has a special staff... The effect of guiding the seminar of "FeiA19" is more obvious. The website related to the exhibition "QianA28" is well established. "there are self-media platforms such as Official account on WeChat". Therefore, special attention should be paid to this part by the organizers. Based on the above research, This paper puts forward the following three suggestions to improve the service quality of the exhibition: 1, to strengthen the selection and training of staff, to formulate a perfect service remedy scheme. 3, to ensure the objectivity of service publicity and commitment.
【学位授予单位】：天津商业大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F713.83

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