企業形象與服務品質對參展商滿意度與行為意向之影響

Influence of Corporate Image and Service Quality on the Satisfaction and Behavioral Intention of Exhibitors

10.7014/SRMA.2019100003

簡立賢(Li-hsien Chien)；紀淑怡(Shu-yi Chi)

結構方程式 ； 驗證式因素分析 ； 服務品質 ； 企業形象 ； 參展商 ； structural equation model (SEM) ； confirmatory factor analysis (CFA) ； service quality ； corporate image ； exhibitors

調查研究-方法與應用

43期（2019 / 10 / 01）

89 - 134

繁體中文

本研究以中華民國農會（簡稱全國農會）徵求海外農業展售活動參與廠商業務為例，探討徵展商之服務品質與企業形象對參展商滿意度及展後行為意向之影響，藉此瞭解相關影響參展商滿意度與全國農會徵展業務之關係，從中分析影響參展商參展意願因素與行為內涵，以便作為徵展商規劃徵展內容與調整業務之參考。針對近五年曾參加過全國農會海外徵展之113位參展商進行調查，本文採共變數基礎結構方程式（CB-SEM）分析，透過驗證式因素分析（CFA）及路徑分析法進行研究。統計結果發現：影響參展商對全國農會徵展活動滿意度最顯著的因素為「取得既有訂單」與「提升公司業績」；而影響參展商展後行為意向最顯著的因素為「參展績效」。整體而言，徵展商的服務品質與企業形象對於參展商滿意度具有正向顯著影響，其間企業形象並具有部分中介效果；服務品質對於企業形象也具有顯著提升關係，顯示：全國農會的徵展服務業務以有形、保證、可靠與關懷所呈現的服務內涵，確實獲得參展商一致的肯定，展後忠誠意向也受到參展商滿意度的正向顯著影響，並且願意因此支付較高的參展費用。因此，持續提供參展商應有的服務，以企業形象維繫高度忠誠，可視為全國農會經營海外商展業務提升收益之重要拓展策略。

This study discusses the influence of the image and service quality of an exhibition organizer (the National Farmers' Association, NFA) on exhibitors' satisfaction and how the satisfaction affects follow-up re-connect intentions. Covariate-based structural equation modeling with confirmatory factor analysis and path analysis were applied to analyze interview data from 113 exhibitors who had participated in exhibitions abroad hosted by the NFA in the last five years. Empirical results show that the most influential concerns for exhibitors to decide whether to participate in exhibitions are ＂intensive industrial attachment＂ and ＂more new business＂. Satisfaction with the ＂exhibition's performance＂ is proven to be the most significant factor in influencing the behavioral intention of exhibitors. Positive influences of both service quality and corporate image on exhibitors' satisfaction are significant; also, the image factor is shown to act as a partial mediator. Exhibitors give consistently high ratings to the NFA on their service and reputation; therefore, a higher registration fee is feasible. Overall, it is shown that the NFA is able to manage the business of exhibitions abroad well, with profitable expansion strategies, to strengthen exhibitors' loyalty by providing reliable services with its good reputation.

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