IPA분석을 이용한 전시회 참가업체의 참가결정요인과 참가성과 연구
A Study on the Exhibitor's Participation Decisions Factors and Performance to Exhibition using IPA
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This study aims to identify the attributes for exhibitor's participation decisions factors and participation performances. The results are as follows. First, difference of t-test between importance-performance was that there were statistically significant difference (p<0.01) in 「internal selection decision factor」, but were not statistically significant with 「external selection decision factor」. Second, as for quadrant I (Keep up the Good Work) in assessing the results of IPA, attributes relating to 「exhibition time and venue」, 「participation of competitors」, 「quantity and quality of the services provided by the organizer」 requires sustainable attention to enhance satisfaction as key factors. Third, as for quadrant II(concentrate here) in assessing the results of IPA, attributes relating to 「exhibition fame」, 「scale of exhibitors and exhibition」, 「quantitative scale and quality level of potential customers」, 「quantitative scale and quality level of sales lead」, and 「reputation and ability of organizer」 requires to manage performance as key factors. Finally, as for quadrant II(concentrate here) in assessing the results of participation performances, attributes relating to 「search new markets」,「search new customers」, 「competitor information gathering and verification」, 「customer and market information collection」, and 「surveys and excavations new distributors」 requires to manage, enhance satisfaction as key factors.
Abstract
This study aims to identify the attributes for exhibitor's participation decisions factors and participation performances. The results are as follows. First, difference of t-test between importance-performance was that there were statistically significant difference (p<0.01) in 「internal selection decision factor」, but were not statistically significant with 「external selection decision factor」. Second, as for quadrant I (Keep up the Good Work) in assessing the results of IPA, attributes relating to 「exhibition time and venue」, 「participation of competitors」, 「quantity and quality of the services provided by the organizer」 requires sustainable attention to enhance satisfaction as key factors. Third, as for quadrant II(concentrate here) in assessing the results of IPA, attributes relating to 「exhibition fame」, 「scale of exhibitors and exhibition」, 「quantitative scale and quality level of potential customers」, 「quantitative scale and quality level of sales lead」, and 「reputation and ability of organizer」 requires to manage performance as key factors. Finally, as for quadrant II(concentrate here) in assessing the results of participation performances, attributes relating to 「search new markets」,「search new customers」, 「competitor information gathering and verification」, 「customer and market information collection」, and 「surveys and excavations new distributors」 requires to manage, enhance satisfaction as key factors.
참고문헌 (34)
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