本文選題：體驗 + 滿意度�。� 參考：《中國海洋大學》2013年碩士論文

【摘要】：隨著世界服務業(yè)的迅速發(fā)展，特別是西方國家服務業(yè)的迅速崛起，服務質(zhì)量越來越受到服務企業(yè)和專家學者的廣泛關注，如何有效提高服務質(zhì)量的水平已經(jīng)成為服務業(yè)的重要課題。會展業(yè)作為一個新興的朝陽產(chǎn)業(yè)，自身的發(fā)展迅猛，但是在發(fā)展中存在的很多問題也漸漸地暴露出來，服務質(zhì)量理論可以為會展業(yè)的發(fā)展提供一個很好的指導方向。 但是，，會展業(yè)自身也有一定的復雜性，它具有不同于一般服務業(yè)的自身鮮明特征，比如說它所面對的服務對象就有很多，包括參展商、專業(yè)觀眾、會展服務運營商等等。近幾年來，業(yè)界對于會展的研究多集中在參展商的角度上，參展商是展會經(jīng)濟收入的主要來源，但是作為參展商直接面對的客戶群體即專業(yè)觀眾來說，他們的作用也是不容忽視的，所以本文就專業(yè)觀眾的服務質(zhì)量為研究對象進行調(diào)研。 體驗理論在各個領域得到了一些實踐應用，效果也是比較顯著的，而且體驗理論在各行各業(yè)的滲透也是大勢所趨。在這個思想理論的指導下，對服務質(zhì)量進行優(yōu)化，必然會不同于一般情況下的服務質(zhì)量提升，更具有一定的時代順應性。 本文在梳理顧客體驗、服務質(zhì)量及顧客滿意度等方面相關知識的基礎上，從顧客體驗的角度，分析了專業(yè)觀眾體驗的影響因素，進而研究展會如何進行服務質(zhì)量優(yōu)化來增加專業(yè)觀眾的體驗價值，從而提高展會自身的核心競爭力。同時，本文以第八屆中國青島國際橡膠技術暨輪胎展覽會為例，對展會專業(yè)觀眾體驗影響因素做了實證研究。具體方法是根據(jù)體驗理論和服務質(zhì)量理論進行調(diào)查問卷的設計，應用SPSS16.0軟件對調(diào)查數(shù)據(jù)進行分析，運用IPA分析法來分析展會目前服務質(zhì)量各個環(huán)節(jié)的現(xiàn)狀，找出問題，以期對該展會特色發(fā)展提供一些建議和幫助。有助于會展企業(yè)或者是主辦方從會展體驗的視角來提升專業(yè)觀眾服務的質(zhì)量，進而提高專業(yè)觀眾的觀展?jié)M意度，從而有效地激發(fā)專業(yè)觀眾繼續(xù)參展的積極性，而專業(yè)觀眾的滿意又會促進參展商的參展決策，經(jīng)過這樣的連鎖反應就可以帶動整個展會的經(jīng)濟利益增長和發(fā)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.
【學位授予單位】：中國海洋大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F713.83

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