전시회서비스품질 및 관여도가 참관객들의 만족도에 미치는 영향
The Effects of the Exhibition Service Quality and Involvement on Visitors’ Satisfaction
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In this study, the authors aim to evaluate if there is significant correlation between the quality of exhibition service and involvement for the exhibition which are perceived by the exhibition visitors and to verify if the detailed factors of the quality of exhibition service such as tangibles, responsiveness, reliability, empathy and assurance have positive effectiveness on visitors satisfaction. In addition to this, the authors are to explore the vitalizations of air transportation industry through the successful host of exhibition by verifying if the involvement of visitors has positive effectiveness on satisfaction and providing the suggestions regarding the marketing views for the exhibition industry authorities. In this study, the authors drew conclusions as follow. First, it was found that there was positive canonical correlations between the perceived quality of exhibition service variables and relevance variables through the canonical correlation in order to evaluate the relationship between perceived quality of exhibition service and relevance. In particular, among the perceived quality of exhibition service variables, both empathy and assurance showed close relationship with continuous relevance in relevance variables. Second, among the perceived quality of exhibition service variables, tangibles, responsiveness, reliability, and assurance showed effectiveness on satisfaction. However, it was found that the empathy did not show direct effectiveness on satisfaction. Third, among the involvement factors, situational involvement factors such as enjoyment, entertainment, hobby and self-realization showed positive effectiveness on visitors. However, it was reported that the continuous involvement did not show direct effectiveness on satisfaction.
Abstract
In this study, the authors aim to evaluate if there is significant correlation between the quality of exhibition service and involvement for the exhibition which are perceived by the exhibition visitors and to verify if the detailed factors of the quality of exhibition service such as tangibles, responsiveness, reliability, empathy and assurance have positive effectiveness on visitors satisfaction. In addition to this, the authors are to explore the vitalizations of air transportation industry through the successful host of exhibition by verifying if the involvement of visitors has positive effectiveness on satisfaction and providing the suggestions regarding the marketing views for the exhibition industry authorities. In this study, the authors drew conclusions as follow. First, it was found that there was positive canonical correlations between the perceived quality of exhibition service variables and relevance variables through the canonical correlation in order to evaluate the relationship between perceived quality of exhibition service and relevance. In particular, among the perceived quality of exhibition service variables, both empathy and assurance showed close relationship with continuous relevance in relevance variables. Second, among the perceived quality of exhibition service variables, tangibles, responsiveness, reliability, and assurance showed effectiveness on satisfaction. However, it was found that the empathy did not show direct effectiveness on satisfaction. Third, among the involvement factors, situational involvement factors such as enjoyment, entertainment, hobby and self-realization showed positive effectiveness on visitors. However, it was reported that the continuous involvement did not show direct effectiveness on satisfaction.
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