전시회의 서비스품질 차원이 감정과 행동의도에 미치는 영향

• 영문명: The Impact of Exhibition Service Quality Dimensions on Emotions and Behavioral Intentions
• 발행기관: 한국무역연구원
• 저자명: 김경은(Kyoung-Eun Kim) 조성도(Seong-Do Cho) 유슬기(Seul-Gi Yoo)
• 간행물 정보: 『무역연구』제20권 제2호, 301~315쪽, 전체 15쪽
• 주제분류: 경제경영 > 무역학
• 파일형태: PDF
• 발행일자: 2024.04.30

영문 초록

Purpose - This study aims to analyze the impact of exhibition service quality (interaction, physical environment, outcomes) on the customer emotions and future behavioral intentions of participating companies in order to derive marketing implications. While previous research primarily focused on the perspective of exhibition attendees, this study emphasizes the importance of qualitative growth in MICE (Meetings, Incentives, Conferences, Exhibitions) services through a differentiated marketing strategy targeting participating companies. Specifically, it highlights the significance of the interaction with employees and the quality of outcomes obtained through exhibition participation in shaping customer emotions. Design/Methodology/Approach - This survey was collected from 281 participating companies in this study, and analysis was conducted based on the final 253 participating companies, excluding 28 participating companies that responded insincerely or did not respond. After coding the collected data, a structural equation model was analyzed using SPSS 27 and AMOS 22 programs. Findings - The results manifested in specific participation outcomes were found to influence consumer perceptual evaluations. Notably, by comparing the impact of regret, disappointment, and positive satisfaction on negative consumer behavior, attention is drawn to service quality factors influencing customer emotions. Research Implications - Through this, the study seeks to identify the key service quality elements and outcomes of customer emotions, prompting a discussion on the necessity of managing direct expressions of dissatisfaction, complaints, and negative word-of-mouth resulting from negative behavioral intentions.

목차

Ⅰ. 서론

Ⅱ. 이론적 배경 및 가설

Ⅲ. 연구방법

Ⅳ. 분석결과

Ⅴ. 결론

References

키워드

Exhibition Service Quality Disappointment Regret Satisfaction