本文選題：參展商　切入點(diǎn)：展覽會(huì)　出處：《上海師范大學(xué)》2011年碩士論文　論文類型：學(xué)位論文

【摘要】：隨著西方國(guó)家服務(wù)業(yè)的快速發(fā)展,服務(wù)質(zhì)量的重要性受到了越來(lái)越多的關(guān)注,提高服務(wù)的質(zhì)量已經(jīng)成為各行業(yè)企業(yè)獲得競(jìng)爭(zhēng)優(yōu)勢(shì)的重要途徑之一。自20世紀(jì)80年代至今的30多年時(shí)間里,歐美國(guó)家的學(xué)者不但開創(chuàng)了服務(wù)質(zhì)量的研究領(lǐng)域,而且還從服務(wù)質(zhì)量的定義、維度到服務(wù)質(zhì)量的測(cè)評(píng)研究都做出了重大貢獻(xiàn)。但是,與國(guó)外相比,我國(guó)關(guān)于服務(wù)質(zhì)量的研究才進(jìn)入初級(jí)階段,還未形成自己的理論體系,大部分研究的進(jìn)行還要大量借鑒國(guó)外研究成果。 經(jīng)過(guò)近60年的發(fā)展,上海展覽會(huì)逐漸在國(guó)際上嶄露頭角,國(guó)際知名度和影響力也逐漸增加,一些著名的展覽會(huì)也開始落戶上海,憑借著他們先進(jìn)的管理和服務(wù)等優(yōu)勢(shì)搶占展覽市場(chǎng)份額。相對(duì)而言,上海的展覽會(huì)服務(wù)質(zhì)量與國(guó)外先進(jìn)的展覽大國(guó)相比,還存在著很大的差距,所以盡快的改善展會(huì)服務(wù)質(zhì)量是上海展覽會(huì)目前需要解決的重要難題之一。而要想提高服務(wù)質(zhì)量,首先必須清楚展覽會(huì)自身的服務(wù)質(zhì)量現(xiàn)狀,了解自己以及競(jìng)爭(zhēng)對(duì)手的優(yōu)勢(shì)和劣勢(shì),以便有針對(duì)性的提出改進(jìn)策略。但是在我國(guó),關(guān)于對(duì)展覽會(huì)的服務(wù)質(zhì)量測(cè)評(píng)的研究還還不多見,也還沒有出現(xiàn)一套完整有效的服務(wù)質(zhì)量測(cè)量表。而國(guó)外的SERVQUAL方法,由于其良好的適用性,自出現(xiàn)以來(lái)就被各個(gè)行業(yè)廣泛應(yīng)用,其服務(wù)質(zhì)量的五維度結(jié)構(gòu)更是得到了眾多學(xué)者的認(rèn)可。 本文基于服務(wù)質(zhì)量的五維度,結(jié)合上海本地特點(diǎn)和展覽會(huì)特點(diǎn),從參展商的角度出發(fā)設(shè)計(jì)出上海展覽會(huì)服務(wù)質(zhì)量測(cè)評(píng)問(wèn)卷。之后,在上海舉辦的展會(huì)中選出4個(gè)展會(huì),對(duì)參展商進(jìn)行問(wèn)卷調(diào)查,并利用SPSS17.0相關(guān)軟件對(duì)調(diào)研所得的數(shù)據(jù)進(jìn)行分析,結(jié)果顯示了問(wèn)卷具有較高的有效性和可靠性,能夠?qū)ι虾Ｕ褂[會(huì)的服務(wù)質(zhì)量測(cè)評(píng),驗(yàn)證了服務(wù)質(zhì)量的五維度模型在展覽會(huì)中的適用性,并且得出了上海展覽會(huì)服務(wù)質(zhì)量的五維度排序:移情性、響應(yīng)性、可靠性、安全性、有形性。所以,對(duì)于上海展覽會(huì)來(lái)說(shuō),本次研究的結(jié)論可應(yīng)用于展會(huì)的具體策劃和管理上,在一定程度是上為上海展覽會(huì)服務(wù)質(zhì)量的提高指明了方向。 總的來(lái)說(shuō),本次研究就參展商對(duì)上海展覽會(huì)服務(wù)質(zhì)量的感知價(jià)值進(jìn)行了研究,以SERVQUAL模型,根據(jù)上海展覽會(huì)的特點(diǎn),設(shè)計(jì)出調(diào)研問(wèn)卷。然后對(duì)展會(huì)的參展商進(jìn)行調(diào)研,得出了展覽會(huì)服務(wù)質(zhì)量的測(cè)評(píng)量表并且得出了參展商對(duì)服務(wù)質(zhì)量五維度的重視程度排序,具有一定的實(shí)踐意義。有助于改善上海展覽會(huì)服務(wù)質(zhì)量的現(xiàn)狀,提高其市場(chǎng)競(jìng)爭(zhēng)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.
【學(xué)位授予單位】：上海師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2011
【分類號(hào)】：F713.83;F224

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