【摘要】：隨著中國經(jīng)濟(jì)的快速發(fā)展,在華展覽公司的競爭越來越烈,當(dāng)展覽業(yè)市場逐漸從賣方市場轉(zhuǎn)化為買方市場時,如何才能在競爭中脫穎而出成為主辦方最為關(guān)心的一個話題。在這種背景下,忠誠參展商成為組展商關(guān)注的焦點。因為從一方面來說,忠誠參展商往往實力雄厚,在行業(yè)內(nèi)具有較大的影響力,能吸引更多的專業(yè)觀眾前來參展,對于展覽會能否成功舉辦起著至關(guān)重要的作用。從另一個方面來講,吸引參展商連續(xù)參展可以降低企業(yè)運營成本。雖然忠誠參展商對舉辦一個成功的展覽會作用至關(guān)重要,但就目前的研究來看,對參展商忠誠行為的研究還處于探索階段,尤其是對參展商忠誠行為、滿意度、感知價值和服務(wù)質(zhì)量感知等變量之間關(guān)系的研究幾乎還屬于空白階段。 因此,本研究從參展商服務(wù)質(zhì)量感知出發(fā),在相關(guān)理論回顧的基礎(chǔ)上,構(gòu)建了參展商服務(wù)質(zhì)量感知、感知價值、滿意度和忠誠行為四者之間關(guān)系的影響模型,并采用了SPSS、LISREL對因子間的關(guān)系進(jìn)行了探索性和驗證性因子分析,最后還對不同公司性質(zhì)、不同公司規(guī)模和不同最高參展人員職位的被調(diào)查者進(jìn)行了方差分析。 對北京主要場館的展覽會參展商的調(diào)研結(jié)果表明：1)參展商忠誠行為、滿意度、感知價值和服務(wù)質(zhì)量感知之間的關(guān)系為：滿意度是參展商忠誠行為的直接影響變量,服務(wù)質(zhì)量感知和感知價值通過滿意度影響參展商忠誠行為。2)參展商對組展商服務(wù)質(zhì)量的感知按照貢獻(xiàn)程度,可依次劃分為“營銷推廣”、“管理服務(wù)”、“布局功能”、“附加服務(wù)”和“組織活動”五個因子。 在實證研究結(jié)果的基礎(chǔ)上,本研究認(rèn)為組展商在今后的組展活動可以通過提供令參展商滿意的服務(wù),獲取顧客滿意和忠誠；具體來說,組展商還可以通過積極開展展覽會營銷宣傳工作和對市場進(jìn)行細(xì)分,提供個性化產(chǎn)品等方式提高參展商的滿意度,從而獲得參展商忠誠。
[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.
【學(xué)位授予單位】：北京第二外國語學(xué)院
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2010
【分類號】：F713.83

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前1條

1 劉嬌;基于參展商感知的會展服務(wù)質(zhì)量評價研究[D];華南理工大學(xué);2012年

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本文編號：2470192