我国国际展会贸易观众满意度影响因素的实证研究

借鉴国外顾客满意度理论和模型,结合会展行业特征,构建我国国际展会贸易观众满意度影响因素模型(CEVS)。通过抽样调查,运用结构方程模型(SEM),利用SPSS和AMOS软件验证了该模型的科学性。实证表明:影响贸易观众满意度最大的因子是组展商营销服务水平,其次是展会现场管理水平和硬件设施条件,展会品牌、组展商品牌及接待服务水平影响较小;不过它们均通过影响贸易观众的感知价值间接作用于满意度。

A Case Study on Influencing Factor of International Exhibition Visitors' Satisfaction in China

According to customer satisfaction theory and model overseas,considering MICE features,this paper constructs the Exhibition-visitors'Satisfaction Model(CEVS).Then,SEM is adapted to analyze the satisfaction factors by means of SPSS and AMOS software.It is found that exhibition marketing is the most important factor, and then is situation management and exhibition facility;exhibition trademark and organizer's trade also determine somewhat satisfaction index.But they all have indirectly affection on customer satisfaction through the perceived service quality.Finally,three pieces implication and suggestion are proposed.