探究會議展覽業服務品質之影響要素

UNDERSTANDING THE INFLUENCE FACTORS OF SERVICE QUALITY IN THE CONVENTION AND EXHIBITION INDUSTRY

10.6220/joq.2017.24(6).03

曾建榮(Chien-Lung Tseng)；邱博賢(Po-Hsien Chiu)；朱國光(Kuo-Kuang Chu)；李承翰(Cheng-Han Lee)

會展產業 ； MICE ； 服務品質 ； 模糊層級分析法 ； convention and exhibition industry ； MICE ； service quality ； fuzzy AHP

品質學報

24卷6期（2017 / 12 / 31）

431 - 451

繁體中文

觀光旅遊業被視為21世紀最具潛力的產業，其中會展產業是全球公認對觀光旅遊業有經濟貢獻且顯著的成長潛力。回顧先前研究，多著墨於區域辦理績效、周遭夥伴合作成效或與會者滿意度評估，針對會議展覽服務品質的影響因素衡量卻付之闕如，故本研究以SERVQUAL構面為理論基礎，應用模糊層級分析法來探討應如何配置與聚焦影響會展產業之服務品質因素，使資源做適度且有效的分配。結果顯示以回應性占最大權重；各構面以展覽內容、專業知識能力、解決問題的能力、環境整潔與以顧客為主的服務為最重要準則。在管理意涵上，應加強對員工的基本訓練與專業訓練，以提升會展人員的服務品質；建議應由政府規劃及整合相關企業及協會共同行銷，提升臺灣會展產業的根基。

Currently, tourism has the most value of output. Convention and exhibition industry is documented having economic contribution in tourism and having remarkable growth capacity. This study referred to past studies about convention and exhibition industry service quality, and based on SERVQUAL scales and adopt fuzzy AHP to explore the extent of elements to discuss how to allocate and focus the factors which could affect service quality of convention and exhibition industry. The study result found that responsiveness had the most weighted. Under these conceptions, in these subgroups, the much more important criteria are exhibition content, professional abilities, problem-solving abilities, clean environment and customer-oriented service. In management strategy, the first three elements had relations with service members, so study suggested that members should be reinforced basic and specialized training. Finally, we suggested that government should draw up and integrate marketing, then expanded convention and exhibition industry marketing and enhanced Taiwan MICE foundations from the inside out.

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