The Research On The China-asean Expo Customer Satisfaction

China-ASEAN Expo (CAEXPO) is the important international exhibition in China which sets politics, diplomacy, trade and cultural as the whole. Improving the customer satisfaction of CAEXPO is not only beneficial to enhancing the level of China-ASEAN Expo and promoting the implementation of the diplomatic strategy of China, but it has great significance to deepen bilateral cooperative relations, promote common development and promote China and ASEAN regional economic integration.Firstly, this research systematically generalizes and summarizes the research achievements on customer satisfaction and exhibition, and constructs the CAEXPO customer satisfaction model and the index system which bases the American customer satisfaction index (ACSI) model combining with SERVQUAL scale and the characteristics of the exhibition industry by using the score of the expert and pre surveys. According the primary data from the8th CAEXPO survey, this research analyses the customer satisfaction index by these major means, and determines the weight of each observation variables of the customer satisfaction assessment index by using the principal component analysis means, at the same time, calculates the comprehensive score of customer satisfaction and the score of the structure variable. This research finds that customers are satisfied to tangibles, assurance and responsiveness of China-ASEAN Expo, but they are not satisfied to the ability of the service of customer commitment, which leads to large customer complaints, high customer expectations, and low customer satisfaction and customer loyalty. Finally, This study shows that to manage customer expectations, maintain a competitive advantage, and actively deal with customer complaints and cultivate customer loyalty are main countermeasures to improve customer satisfaction in China-ASEAN Expo.