展会的服务公平性对参展商重复参与意愿的影响研究

The Research on the Influence of Service Fairness to Exhibitors’ Repeat Participation Intention in the Exhibition

提升服务质量已经成为展会组织者提高参展商满意度和忠诚度的重要手段。但展会存在信息不对称的现象,这会导致出现服务公平性问题从而严重削弱参展商感知的服务质量,进而影响其重复参与意愿。本文以2019太原国际汽车展览会的参展商为调研对象,运用SPSS19.0实证分析并探讨了参展商感知的服务公平性、服务质量、满意度和重复参与意愿的影响关系。结果表明:第一,展会服务公平性包含:结果公平、程序公平、交往公平和信息公平这四个维度,且它们对服务质量的影响程度不同;第二,参展商感知的服务公平性对服务质量、满意度、参展商的重复参展意愿均产生显著的正向影响。

Improving service quality has become an important means for exhibition organizers to improve exhibitors’satisfaction and loyalty.However,due to the information asymmetry phenomenon in the exhibition,service fairness will seriously weaken the perceived service quality of exhibitors,thus affecting their willingness to participate repeatedly.This paper takes the exhibitors of Taiyuan International Automobile Exhibition in 2019 as the research object,makes an empirical analysis and discusses the relationship of perceived service fairness,service quality,satisfaction and repeated participation intention of exhibitors by SPSS19.0.The results show that:First,service equity includes four dimensions:result equity,procedural equity,communication equity and information equity in the exhibition,and their influence on service quality is different;Second,exhibitors’perceived service fairness and have a positive impact on service quality,satisfaction and exhibitors’repeat participation intention.