Research On The Effect Of Perceived Service Quality Of Exhibitors On Their Satisfaction And Behavioral Intension

Exhibitors are at the core of the exhibition,which is the key to the healthy development of the exhibition.The satisfaction of exhibitors is the evaluation of the service quality of the whole exhibition,which influences the behavior intention after the exhibition to a certain extent.The behavior intention of exhibitors after the exhibition mainly includes two aspects: word-of-mouth publicity and repeated exhibition intention.Word of mouth publicity is an important manifestation of the exhibitors' satisfaction and recognition of the service quality of the exhibition.The continuous participation of exhibitors can effectively reduce the operating cost of group exhibitors and improve the efficiency of customer relationship management.It is of great theoretical and practical significance to study the influence of perceived service quality on satisfaction and behavioral intention of exhibitors.Based on the customer satisfaction theory and two-factor theory as the theoretical basis,fully analyzed the exhibitors of the goal and motivation,trying to research in the interaction of between exhibitors and stakeholders of the exhibition,the key factor affecting the quality of exhibitor perceived service behavior.Based on the sufficient reading literature and research based on interviews and relevant theory,establish the behavior of the exhibitor perceived service quality measurement dimensions,construct the exhibitor perceived service quality on satisfaction and behavioral intention conceptual model,and making questionnaire,with the aid of SPSS statistical analysis method and AMOS structural equation analysis method to analyze the collected questionnaire research,the study of three conclusions: first,the exhibitor perceived service quality structure system by the conditions,the trade environment,service management,service four dimensions.Second,revealing the exhibitor perceived service quality on the mechanism of action of satisfaction and behavioral intention: exhibitor perceived service quality of the conditions,the trade environment,management service for satisfaction has significant positive effect,while the influence of the supporting service for exhibitors satisfaction is not significant;Pavilion conditions,trade atmosphere and management services that perceive service quality have significant positive effects on behavioral intention,while supporting services have less significant influence on the behavioral intention of exhibitors.Exhibitor satisfaction has a significant positive effect on behavioral intention.Satisfaction plays an intermediary role in the conditions,trade atmosphere,management service and behavior intention of the pavilion.Thirdly,the relationship between perceived service quality,satisfaction and behavioral intention of exhibitors is explained from the perspective of management.The trading atmosphere is equivalent to the incentive factors in the two-factor theory.If it is satisfied,it will generate satisfaction and form positive behavioral intention.The conditions and management services of the pavilion are the health factors of the two-factor theory.If they are not satisfied,there will be dissatisfaction,which is not conducive to the formation of positive behavioral intention.Supporting services have little impact on satisfaction,neither health care nor motivation.According to the above research conclusion four management Suggestions are put forward: to maintain and reinforce the existing conditions of the pavilion and management services,improve and strengthen the work on trade atmosphere,reduce the investment and focus on supporting services,strengthen interact with exhibitors prior to the show.Innovation point of this article is: the first,service quality evaluation research Angle of view,expand the exhibition organizers will exhibitors service quality is divided into four dimensions,renamed the conditions,the trade environment,management services,and supporting services.Secondly,this paper introduces herzberg's two-factor theory in management science to analyze his conclusions.Thirdly,it reveals the essence of the exhibitors' perceived service quality behavior,and the exhibitors' perceived service quality behavior has bi-directional,multi-lateral and dual attributes.However,there are still some shortcomings and limitations in this study,which are mainly reflected in the following aspects: the system of perceived service quality of exhibitors needs to be further improved;The introduction of theoretical knowledge of management is relatively few.Research samples are limited.