Research On Service Quality Management Of Exhibition Venues Based On Anchorexhibitors’ Perception

With the rapid development of the market economy,China’s exhibition industry has shown a thriving development trend,and the development speed of the exhibition industry is also increasing year by year.In recent years,a large number of brand exhibitions with large scale,marketization and high professional level have emerged.China’s exhibition venues are in the forefront of the world in terms of quantity and scale,and the economic and social benefits brought about by their development are remarkable.The exhibition venues mainly provide services for anchorexhibitors,exhibitors,and other objects.Anchorexhibitors are one of the most important customers of the exhibition venue and one of the most important service targets of the venue.Based on a large number of Chinese and English literatures,this article listens to the opinions of relevant experts and scholars,and combined the characteristics of the exhibition industry.Professionally refinement and reorganization of the multi-dimensional scale of service quality which designed by foreign scholars Gronroos,Fornell et al.,PZB,Julie Whiteld and domestic scholars Luo Qiuju,Li Min,Chu Weili and Gao Yang et al.In-depth analysis of the relevant research on the service quality of the exhibition venues,combined with the opinions of the scholars and other experts,to form a "seven dimensions" in line with the actual service quality of the exhibition venues: Tangibles,Reliability,Responsiveness,Assurance,Empathy,Standardizatio and Interactivity.According to the “seven dimensions”,design a scale which can measurethe service quality of exhibition venue,then form an initial questionnaire.Pre-study and evaluate the initial questionnaire,test the reliability and validity of the questionnaire,the results of he test show that the questionnaire has high reliability and validity,then form a formal questionnaire.Using the empirical research method to conduct a questionnaire survey of anchorexhibitors at three large-scale exhibitionvenues: the Shanghai New International Expo Center,the National Convention and Exhibition Center(Shanghai),and the Shanghai Exhibition Center in 2018.In order to get the first-hand data,interviewed some anchorexhibitors,venue operators,front-line staff,volunteers and teachers.Using the statistical software SPSS 22.0 to process and analyze the collected first-hand data,then combined with the results of interviews and the opinions of experts and scholars,the following main conclusions are obtained:(1)The quality of the exhibition venue service can be divided into seven dimensions: Tangibles,Reliability,Responsiveness,Assurance,Empathy,Standardizatio and Interactivity;(2)There is a significant positive correlation between the seven dimensions and the overall evaluation of the quality of the exhibition venues perceived by exhibitors.And there is a significant positive correlation between the comprehensive measurement index QW of the seven dimensions and the overall evaluation of the service quality ZT;(3)The importance of the seven dimensions on the overall evaluation of the service quality of the exhibition venues is in turn: Empathy,Standardization,Reliability,Responsiveness,Interactivity,Assurance and Tangibles;(4)Based on empirical research of the data analysis,the “seven dimensions” can be divided in two parts according to “ incentive factors ” and “ health factors ”.“ Incentive factors ” :Reliability,Empathy,Standardization.“ Health factors ” :Tangibles,Responsiveness,Standardization,Interactivity.The conclusions of the research made in this paper can verify and enrich scholars’ theories,which can provide reference for the construction of service quality evaluation system for Exhibition Venues and the improvement of service standards,and provide a strategic reference for the rapid and long-term development of China’s exhibition venues.