發(fā)布時(shí)間：2018-03-08 00:27

  本文選題：專業(yè)觀眾　切入點(diǎn)：服務(wù)質(zhì)量　出處：《天津商業(yè)大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：市場(chǎng)經(jīng)濟(jì)的快速發(fā)展促使服務(wù)質(zhì)量成為各行業(yè)競(jìng)爭(zhēng)的核心。展覽業(yè)作為一個(gè)新興的服務(wù)行業(yè),服務(wù)質(zhì)量的提高顯得尤為關(guān)鍵。細(xì)化服務(wù)內(nèi)容,改進(jìn)服務(wù)模式,將服務(wù)管理規(guī)范化,標(biāo)準(zhǔn)化,國際化是推動(dòng)會(huì)展業(yè)健康持續(xù)發(fā)展、增強(qiáng)會(huì)展業(yè)核心競(jìng)爭(zhēng)力的重要途徑。專業(yè)觀眾作為展覽會(huì)的重要主體之一,其對(duì)展覽會(huì)的認(rèn)可度直接影響著展覽會(huì)的口碑與價(jià)值,而提升專業(yè)觀眾展覽會(huì)認(rèn)可度的重要途徑之一就是改善展覽會(huì)的服務(wù)質(zhì)量。因此本文將評(píng)價(jià)主體確定為展覽會(huì)專業(yè)觀眾,研究?jī)?nèi)容為影響展覽會(huì)服務(wù)質(zhì)量的各項(xiàng)因素,以及各個(gè)影響因素對(duì)專業(yè)觀眾展覽會(huì)服務(wù)質(zhì)量滿意度的影響程度。通過一定的量化測(cè)評(píng),建立一套科學(xué)有效的展覽會(huì)服務(wù)質(zhì)量評(píng)價(jià)方法,客觀高效的反饋出展覽會(huì)服務(wù)質(zhì)量的不足,為主辦方改善展覽會(huì)服務(wù)質(zhì)量提供切實(shí)有效的方案。本文梳理和分析了國內(nèi)外的相關(guān)文獻(xiàn),綜合運(yùn)用文獻(xiàn)研究法、實(shí)證分析法、問卷調(diào)查法、調(diào)研訪談法對(duì)專業(yè)觀眾的展覽會(huì)服務(wù)質(zhì)量滿意度進(jìn)行了測(cè)評(píng)研究。首先通過對(duì)各滿意度模型的比較分析選定了服務(wù)質(zhì)量差距模型與四分圖模型為本次研究的測(cè)評(píng)模型,在SERVQUAL評(píng)價(jià)量表的基礎(chǔ)上,對(duì)指標(biāo)進(jìn)行了修改和增加,建立本次研究的評(píng)價(jià)量表,并進(jìn)行問卷發(fā)放與回收。將收集的問卷數(shù)據(jù)進(jìn)行分析,量化專業(yè)觀眾對(duì)各項(xiàng)指標(biāo)的滿意度和重要性感知值,并通過回歸方程量化總體服務(wù)質(zhì)量。最后結(jié)合IPA分析對(duì)提升展覽會(huì)服務(wù)質(zhì)量提出相應(yīng)的優(yōu)化建議。本文通過研究驗(yàn)證了在原有SERVQUAL評(píng)價(jià)量表的基礎(chǔ)上增加的挽回性維度以及全部25個(gè)評(píng)價(jià)指標(biāo)為有效可行的,并得出以下結(jié)論:1、專業(yè)觀眾對(duì)服務(wù)質(zhì)量的總體期望值大于感知值,即專業(yè)觀眾的展覽會(huì)服務(wù)質(zhì)量滿意度較低,展覽會(huì)整體服務(wù)質(zhì)量都有待提高。2、專業(yè)觀眾展覽會(huì)服務(wù)質(zhì)量各評(píng)價(jià)維度滿意度順序由高到低依次是:挽回性、保證性、有形性、移情性、響應(yīng)性、可靠性。3、高期待度低滿意度的指標(biāo)是主辦方最需要改善的部分,他們分別是A5“工作人員的儀容儀表較為得體”、A6“注冊(cè)入場(chǎng)方式方便多樣”、A8“主辦方具有良好的聲譽(yù)”、A9“設(shè)有觀眾咨詢服務(wù)臺(tái)”、A12“服務(wù)的時(shí)間具有準(zhǔn)確性”、A17“團(tuán)體參觀有專人引導(dǎo)”、A19“研討會(huì)的效果較為明顯”、A28“展覽會(huì)相關(guān)網(wǎng)站建設(shè)良好”、A30“有微信公眾號(hào)等自媒體平臺(tái)”。因此對(duì)這一部分需要主辦方特別注意。基于以上研究,本文針對(duì)展覽會(huì)服務(wù)質(zhì)量的改善提出了以下三個(gè)建議:1、加強(qiáng)工作人員的選拔與培訓(xùn)。2、制定完善的服務(wù)補(bǔ)救方案。3、保證服務(wù)宣傳和承諾的客觀性。
[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.
【學(xué)位授予單位】：天津商業(yè)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F713.83

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