The Study In Exhibitor Loyalty Based On Perceived Value

The continual participation of exhibitors is a key element for an exhibition's development.Exhibitors' reliance attitude and repurchasing are in direct relationship with the exhibition's value.In order to provide Chinese exhibit industry with theoretical reference of exhibitor loyalty, thethesis takes exhibitors' loyalty as research object, studies the relationship between the exhibitors'perceived value and loyalty, and explores the way of exhibitor loyalty maintenance on guide ofthe guest perceived value.Firstly, the thesis generally tidies and analyzes the theories of customer loyalty, customerperceived value and exhibition management and brings forth a model of customer loyalty basedon customer perceived value. Then, by consulting with the correlative host companies andexhibitors, the thesis educes the key customer perceived value factors driving exhibitor loyalty,and found the model of exhibitor loyalty based on perceived value, which is then verified by theinvestigation of Chinese exhibition industry. The investigation is in forms of exhibitorquestionnaire and survey, using SPSS-the statistical tool to deal with the collected data, and thenbrings the important perceived value of exhibitor loyalty, analyzes the perceived value ofdifferent layalty level. The results correspond with the model, which further validates the modelreliability. Meanwhile, the thesis analyzes the status quo of exhibitor loyalty management inexhibition industry by a case, and brings the measures of exhibitor loyalty management from theview of exhibitor perceived value.