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Research on the Factors Affecting the Exhibitors Satisfaction in the Exhibition Industry

Author: ChenCheng
Tutor: QiuZhiQiang
School: Guangxi University
Course: Business management
Keywords: Exhibition industry Exhibitors The exhibition brand image Perceived value Satisfaction
CLC: F713.83
Type: Master's thesis
Year: 2013
Downloads: 6
Quote: 0
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The convention and exhibition industry in our country has developed rapidly in recent years, at the same time also led the development of related industries, it promotes the development of the economy in our country. But as the financial crisis as well as the exhibition industry in competition has intensified, exhibitors as the important role of the exhibition industry, improve the satisfaction of exhibitors to run the exhibition plays a vital role.In this paper, on the basis of the previous theoretical research, drawing on the European Customer Satisfaction Index model, construction of the convention and exhibition industry exhibitors satisfaction model and take CHINA-ASEAN Expo as an example for empirical analysis. Through data collection, using descriptive statistics analysis, factor analysis, variance analysis and structural equation model analysis to validated the proposed hypothesis in this paper. After comprehensive analysis the conclusions are as follows:First, exhibitors in the different industry for the exhibition brand image, perceived quality and perceived value aspect does not exist significant differences; different regions of the exhibitors have significant differences in the aspects of brand image and perceived quality, while there was no significant difference in the expectations and perceived value; Different industry and region of the exhibitors there were significant differences in satisfaction.Second, exhibition brand image has significant positive influence on exhibitors expectations, perceived quality and perceived value. Exhibition brand image has significant positive influence on the exhibitor satisfaction. Expectation of exhibitors has significant negative impact on the exhibitor satisfaction. Perceived quality has significant positive influence on perceived value. Perceived quality does not have a significant positive influence on the exhibitor satisfaction. Perceived value has a significant positive impact on the exhibitor satisfaction.Finally, based on the research conclusion in this paper, put forward countermeasures and suggestions to improve the convention and exhibition industry exhibitors satisfaction.

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