컨벤션 참가자의 서비스 품질 인식에 관한 연구 : 외국인 참가자 관점에서 = (A) study on convention attendees' perceptions of service quality

다국어 초록 (Multilingual Abstract)

Today, convention destinations compete for the rights to host some of the hundreds of thousands of meetings and conventions held around the world each year. Convention and meeting facilities have sprouted, however, the total number of international meetings and conventions was decreased a little bit in 1999 and 2000 due to the stagnating world economy.
Therefore, it becomes more important for convention destination to have a thorough comprehension of all factors and actors involved in a fast changing and increasingly competitive environment. And the customer-oriented total quality management is also needed in order to be more competitive.
Recently, the topic of service quality and customer satisfaction have received growing interest in tourism research. Although convention and meeting constitute one of the most important segments of the travel and tourism industry, only a little academic research has focused on convention service quality.
The purpose of this study was to gain insights into the aspect of convention service quality from the viewpoint of convention attendees. For this purpose, this study was done in two stages. The first study aims to develop an integrated evaluation model of convention service quality and identify the effects on customer satisfaction and customer loyalty. The second study aims to examine the importance of service quality attributes to convention attendees, evaluate services on conventions held in Korea, apply the importance-performance analysis, and appraise the strengths and weaknesses of Korea as a convention destination in detail.
To achieve the above-mentioned objectives, a survey instrument was developed with four sectors: first, the respondents were given a list of 45 service quality attributes and asked to indicate their importance on a seven-point Likert scale. The attributes were compiled from the literature and prior research review and modified with the feedbacks from the focus group interviews. Second, the respondents were asked to evaluate convention service in respect of the above 45 attributes on seven-point Likert scale. The third section included an overall service quality, satisfaction and future intentions to participate next convention, visit the destination and recommend to their friends and relatives on a seven-point Likert scale. In the fourth section, the respondents were asked to indicate any previous attendance at the same convention and previous visit to the destination. And finally their country of residence were asked for comparative purposes.
After a pre-test of the instrument with the focus group, the self-administered questionnaire were distributed to 270 randomly selected convention attendees from overseas who participated in the four international conventions held in Seoul, Korea from September to October 2001. 165 attendees participated in the study, resulting in a response rate of 61% and produced a total of 150 usable response sets. The 150 subjects were from 45 countries and 29% were first attendees and 66% were first visitors to Korea.
This study offers several findings that can be summarized as follows: first, the proposed model may be a useful framework for evaluating convention attendees' perception of service quality. The nine dimensions of convention service quality resulted from factor analysis are physical environment, service encounter, accessibility, safety and security, conference program, special activities, professional advancement, involvement with association and networking. And this model is focused on the pre- and post-purchase decision process and incorporated service quality with consumer satisfaction, repurchase intention and word-of-mouth communication.
Second, measurement of performance perceptions without consideration of each attribute's importance may be acceptable for measuring convention service quality.
Third, convention attendees place most importance on the safety and security followed by cleanliness and sanitation, convention facilities, conference program contents, people's hospitality and staff's kindness. The three least important attributes were recreational activities, tour and spouse program and exhibition. Attendees in the professional and scientific association's convention place more importance on professional advancement compared with attendees in the trade association's convention. Non-Asian attendees give more emphasis on contact with professionals and colleagues.
Fourth, the importance-performance analysis of service quality attributes reveals the destination's strengths and weaknesses. Importance-Performance matrix was divided into four quadrants using mean attribute importance and performance scores: attributes in the upper-right quadrant are the major strengths and the lower-right quadrant is the one that shows the major weaknesses.
Competition continues to increase, and convention destinations should make an effort to capitalize on their strengths and surmount their weaknesses. By emphasizing its major strengths in promotional activities, the destination can stress its benefits so as to increase its share of the international meetings and convention market. Among the major strengths of the destination were safety and security, convention facilities, people's hospitality and staff's kindness. Communication without language barrier, accessibility and conference program's contents were potentially its major weaknesses. It is critical for the destination that weaknesses are addressed to improve the destination competitiveness.
Fifth, the performance of cleanliness and sanitation, well-mannered and courteous staff and official ceremonies were higher than the importance of each attributes. And the performance of communication without language barrier and international transportation's accessibility were much lower than their importance. Therefore, the destination should make every efforts to alleviate the visitors' language difficulties and place the destination's international airport as a hub in Asia.
Suggestions for future research, associated with the limitations in this study are as follows: first of all, the results of this study have limited generalizability in that only four association meetings were studied. The corporate sector constitutes a large share of the meetings and convention market but was neglected in this research. So further studies are suggested for corporate meetings and conventions.
Second, although this study proposed an integrated approach to convention service quality, the proposed model may lack conveniences in practical use with over 40 items for measuring service quality compared with 22-item scale called SERVQUAL. Thus, additional conceptual work is needed to achieve a more manageable and substantive measurement model.

목차 (Table of Contents)

• 목차
• 제1장 서론
• 제1절 문제의 제기 = 1
• 제2절 연구 목적 = 4
• 제3절 연구의 방법 및 범위
• 1. 연구 방법 = 4
• 2. 연구의 범위 = 5
• 제2장 문헌 연구
• 제1절 서비스 품질의 연구
• 1. 서비스의 개념 = 6
• 2. 서비스 품질의 개념 = 14
• 3. 서비스 품질 평가 및 측정 = 17
• 4. 서비스 품질과 고객 만족 = 27
• 5. 서비스 품질과 고객만족, 고객 충성도 = 32
• 제2절 컨벤션 부문의 서비스 연구
• 1. 컨벤션시장의 구성요소 = 39
• 2. 컨벤션 서비스의 개념 = 56
• 3. 컨벤션 서비스 품질 평가 과정과 방법 = 59
• 제3장 연구 설계와 방법
• 제1절 연구 설계
• 1. 컨벤션 서비스 품질 모형 및 가설 설정 = 67
• 2. 컨벤션 참가자의 서비스 품질 인식 = 71
• 제2절 연구 방법
• 1. 조사 설계와 분석 방법 = 74
• 2. 설문지 설계 = 76
• 제4장 분석 결과와 시사점
• 제1절 기초 자료 분석
• 1. 조사대상자의 특성 분석 = 79
• 2. 컨벤션 서비스 품질 평가 항목의 신뢰성 검증 = 81
• 3. 요인 분석 = 81
• 제2절 컨벤션 서비스 품질 모형 및 가설 검증
• 1. 서비스 품질 평가 차원의 검증 = 83
• 2. 가설 1의 검증 = 85
• 3. 가설 2의 검증 = 86
• 4. 가설 3의 검증 = 87
• 제3절 컨벤션 참가자의 서비스 품질 인식
• 1. 서비스 품질 평가 요인의 중요도 = 90
• 2. 한국 컨벤션 서비스에 대한 인식 = 93
• 3. 한국 컨벤션 서비스의 중요도-성취도 분석 = 98
• 4. 서비스 품질 평가 요인의 중요도-성취도 차이 = 102
• 제4절 분석 결과 요약과 시사점
• 1. 컨벤션 서비스 품질 모형 = 109
• 2. 컨벤션 참가자의 서비스 품질 인식 = 111
• 제5장 결론 = 115
• 참고문헌
• 영문초록
• 부록