《案例》深圳国际会展中心——参展商对展馆服务满意度的评价研究

摘要参展商是会展活动最重要的顾客之一，也是会展活动最重要的服务对象。因此，关注会展业的服务质量、从参展商的视角对会展业的服务质量进行有效评价是会展业服务质量优化的关键所在。本文正是在这样的背景下展开研究，希望通过本文的研究能够建立会展业服务质量的科学评价体系，进而促进会展业服务质量的优化。本次研究共分为五个主要部分。第一部分简要阐述了本文的研究背景意义、研究思路、研究方法以及国内外研究综述等内容：第二部分着重对本次研究的核心概念进行界定，并且说明本次研究使用的理论基础：第三部分是对基于SERVQUAL模型的会展业服务质量评价体系的构建研究：第四部分则以深圳国际会展中心为例使用感知一差距模型和PA分析法对其服务质量进行实证研究：第五部分则提出参展商视角下深圳国际会展中心服务质量的优化策略。研究结果表明，可以从完善场馆设施，创造好的展览环境：增强个性化服务，开发特色会展产品：加强信息平台建设，开展多角度宣传：了解参展商需求，提高服务意识：做好展后维护及反馈，完善会展服务等方面提高深圳国际会展中心的会展服务质量。关键词：会展服务质量，PA分析法，层次分析法，服务质量感知AbstractExhibitors are one of the most important customers of exhibition activities andthe most important service objects of exhibition activities.Therefore,paying attentionto the service quality of the exhibition industry and effectively evaluating the servicequality of the exhibition industry from the perspective of exhibitors is the key tooptimizing the service quality of the exhibition industry.It is under this backgroundthat this paper conducts research,hoping to establish a scientific evaluation system forthe service quality of the exhibition industry through the research of this paper,andthen promote the optimization of the service quality of the exhibition industry.This research is divided into five main parts.The first part briefly expounds theresearch background significance,research ideas,research methods and domestic andforeign research review of this paper;the second part focuses on the definition of thecore concepts of this research,and explains the theoretical basis used in this research;the third part The first part is a research on the construction of the service qualityevaluation system of the exhibition industry based on the SERVQUAL model;thefourth part is an empirical study on the service quality of Shenzhen InternationalConvention and Exhibition Center using the perception-gap model and IPA analysismethod;the fifth part proposes The optimization strategy of Shenzhen WorldExhibition and Convention Center's service quality from the perspective of exhibitors.The research results show that it is possible to improve the venue facilities and createa good exhibition environment;enhance personalized services,develop specialexhibition products;strengthen the construction of information platform,carry outmulti-angle publicity;understand the needs of exhibitors,improve service awareness;do a good job in post-exhibition maintenance and feedback,improve the exhibitionservice and other aspects to improve the exhibition service quality of ShenzhenWorld.Keywords:exhibition service quality,IPA analysis method,AHP,service qualityperception目录摘要…Abstract.21绪论1.1研究背景1.2研究目的和意义….21.2.1研究目的.…21.2.2研究意义….21.2.3实践意义….21.3研究内容及方法…31.3.1研究内容.31.3.2研究方法.42相关研究及理论综述52.1相关概念.…52.1.1会展的概念.….52.1.2会展相关利益主体的概念界定.52.1.3服务质量的概念与评价.112.2研究综述.122.2.1服务质量研究综述.….122.2.2服务质量构成要素研究综述132.2.3关于会展服务质量评价的研究….152.3相关理论….162.3.1感知价值理论…162.3.2 SERVQUAL模型理论.173基于层次分析法的深圳国际会展中心满意度评价体系构建.183.1评价指标的有效性分析183.1.1 SERVQUAL模型的应用于会理论.183.1.2关于SERVQUAL量表维度的假设检验及结论..183.1.3 SERVQUAL模型各维度对会展服务质量的影响力权重分析…