전시회 서비스품질이 전시참가 기업의 성과에 미치는 영향 = Effectiveness of service quality at exhibition to the performance appraisal of participants

다국어 초록 (Multilingual Abstract)

Exhibition has been recognized as a tool to exchange both country and company information in a rapidly changing community of globalization of information. Exhibitions play the role of locomotive in the influence of countries economics, society and culture. As exhibitions affect economy and culture, the number of participants is increasing not only domestically but also internationally. It is very important to secure participants and visitors to influence these changing situations to the domestic exhibition industry.
In todays highly developed information intense society exhibition participants' demand and expectations of exhibition organizers to provide services are more explicit and challenging. For that, we have to make an effort to improve exhibition service quality to increase a satisfactory level of participants and visitors.
This researcher's aim is to identify what are the elements of service quality and exhibition attendance in influencing a consistently growing domestic economy and how the exhibition service quality affects general satisfaction, attendance, and intention to visit again. Additionally, to design successful exhibition opening and growth of the exhibition industry the researcher tried to offer useful information and materials to improve service quality and to increase participants.
This study performed two kinds of researches derived from exhaustive literature review and empirical study to enhance reliability. Based on existing theory systems, a hypothesis is proposed and verified to establish study objectives. To achieve the study objectives this questionnaire was organized with previous studies which were based on related theories to improve the content validity of samples in properties and variables as one of way to collect useful materials.
The questionnaire is composed of six dimensions which the participants recognize at exhibition such as service quality, performance obtaining, general satisfactions, intention to participate again, and a characteristic of respondents in population statistics at work as well as company. As the study is limited to COEX in Seoul and BEXCO in Busan, the study objectives have been conducted during exhibitions at Exhibition of International Automated Precision Machinery, Nano Korea, Franchise Exhibition, and Comtex Korea in Seoul and ITU Busan in Busan.
To grasp the point of general characteristic of sample the main study methods were frequency analysis and descriptive analysis. To verify the reliability of measured variables, a Cronbach's a with performed reliability analysis, Exploratory Factor Analysis (EFA), and Confirmatory Factor Analysis (CFA) to identify the validity models were used. In order to verify the hypothesis, Exploratory Factor Analysis and Confirmatory Factor Analysis were used, and verified with Covariance Structural Model.
According to the characteristic of respondents in population statistics, the number of men was 159 which is somewhat higher than the number of women showing as 84. Respondent positions were: Clerks and Assistant Mangers as the most participants ordering from 60 for Clerks, 46 for Assistant Managers, 41 for Managers, and 39 for Senior Clerks. The mean ages of respondents was 33.3 years old and their mean visiting exhibition was seven.
Considering the characteristic of attending participants at exhibition, the number of participated exhibitions, which were similar to this exhibition, was showed means 4.64 times and the number of visiting exhibition was a mean 3.2 times annually. From the scale of each firm's booth showed a mean 1.89 booths, the mean cost of exhibition participation was revealed KW20,000,000. The average number of workers at participant's firm was about 1700. Participants received information for exhibition from the materials of sponsored public relations and internet. The best way to spend the great part of money to promote sales products of participants was exhibition, public relations, direct sales, and advertisement in order.
As a result of reliability analysis, the value of Cronbach's a showed high reliability in each item with the value of over 0.86. From the result of EFA to identify service quality components, the eight components of service quality showed over 0.62593 and in the result from CFA also showed high validity of service quality components as the value of eight factors showing more than 0.60 at the minimum. At the result from EFA of performance components of participants at exhibition, five of the factors of value showed 0.65685 and in the result of CFA, the value of factor showed high in validity with over 0.72.
On the result of EFA for general satisfaction of components, the satisfaction value of the general management was 0.67186 and the satisfaction value of decision for participation showed high validity with the value of 0.71016. From the result of the CFA, the satisfaction value of the general management was 0.87 and the satisfaction value of decision for participation showed high validity with the value of 0.71016. From the result of EFA for the components of the intention to participate exhibition again, the factor of intention and recommendation showed high in validity with the value of 0.86949 and 0.82667 respectively, and in the CFA, the value of intention and recommendation showed high in validity with the value of 1.19 and 0.90 respectively.
The result of testing hypothesis is as follows:
First, As hypothesized, the service quality which affected to the general satisfaction revealed no significant Sect with 0.04, t-value 0.41 in the study model however, except the performance at exhibition, the process coefficient showed positive effect with 0.76, t-value 10.25 in the modified model 2.
Second, the service quality at the exhibition showed positive influence to the performance with the process coefficient of 0.71, t-value 11.29.
Third, the hypothesis, of which service quality effect to the intension positively showed no significant effect with the process coefficient of 0.12. t-value 1.43 in the study model however, except the performance of exhibition, it showed positive effect on the modified model 2 with the process coefficient of 0.61, t-value 5.34.
Forth, the hypothesis, of which performance at exhibition effect positive on general satisfaction showed positive influence with the process coefficient of 0.94, t-value 7.56.
Fifth, the hypothesis, of which the performance at exhibition effect positive on intension showed positive influence with the process coefficient of 1.64, t-value 8.66.
Sixth, from the research result, the elements of service quality showed to consist of eight dimensions such as attraction, public relations, safety, reliability, accessibility, human-services, show-program, material facilities and equipment and guidance and convenience facilities. From the result, the most effective factor from the components of service quality revealed human-service, convenience facilities, show-program, accessibility, safety, reliability, public relations, and material facilities respectfully.
Finally, the performance of exhibition participants included five different dimensions: sales-related, information-gathering, relationshipbuilding, image-building, and motivation activities. On the result, the most effective performance obtaining from the exhibition revealed image-building, information-gathering, sales-related, motivation activities, and relationship-building in order.
Consequently, both exhibition service quality and the performance of exhibition participants showed positive effect on general satisfaction, exhibition, and future intentions. Based on the preceeding research result, I draw up a plan for improving of exhibition service quality and the performance of exhibition participants and the above suggestions, I'm sure that we could secure the competitiveness at the exhibition industry.

국문 초록 (Abstract)

전시회의 경제적, 문화적 파급효과로 인해 전 세계적으로 전시회 개최는 증가하고 있다.
이러한 상황에서 본 연구는 지속적으로 성장하고, 국가 경제에 많은 영향을 미치는 전시회의 서비스품질 구성요소와 참가기업의 전시회 성과구성요소를 파악하고, 전시회의 서비스품질이 전반적 만족, 재참가 의도에 미치는 영향과 참가기업의 전시회 참가성과가 전반적 만족, 재참가 의도에 미치는 영향을 파악하여 국내 전시산업의 활성화와 경쟁력 제고에 기여하고자 하였다.
본 연구는 연구의 목적을 달성하기 위해 문헌적 연구 방법과 실증적 연구 방법을 병행하여 수행하였다. 주요 연구 방법은 기존의 이론 체계로부터 출발하여 가설을 설정하고 설정된 가설을 검증하여 연구 목적을 달성하였다.
조사수집된 자료는 연구 목적에 따라 빈도분석, 신뢰도분석, 탐색적 요인분석, 확인적 요인분석, 공변량 모형분석, 차이분석(t-test) 등의 통계분석을 수행하였다.
연구 결과 전시회 서비스품질 구성 요인은 유치 및 홍보, 안전, 신뢰성, 접근성, 인적서비스, 행사프로그램, 물질적 설비, 편의시설의 8가지로 구성되어 있는 것으로 나타났다. 이러한 전시회 서비스품질 구성 요인 중 전시회 서비스 품질에 가장 큰 영향을 미치는 것은 인적서비스, 안내 및 편의시설, 행사프로그램, 접근성, 안전, 신뢰성, 유치 및 홍보, 물질적 설비의 순으로 나타났다.
전시회 참가기업의 전시회 참가성과는 판매활동, 정보수집 활동, 관계구축 활동, 이미지구축 활동, 동기부여 활동의 5가지 요인으로 구성되어 있는 것으로 나타났다. 이러한 전시회 참가성과 구성요인 중 전시참가기업의 전시회 참가성과에 가장 큰 영향을 미치는 요인으로 이미지구축 활동, 정보수집 활동, 판매활동, 동기부여 활동, 관계구축 활동의 순으로 나타났다.
전시회 서비스품질은 전시회 참가성과에 정(+)의 영향을 미치는 것으로 나타났고, 전반적 만족, 재참가 의도에는 전시회 참가성과를 매개변수로 하여 유의적인 정(+)의 영향을 미치는 것으로 나타났다. 전시회 참가기업의 전시회 참가성과는 전반전 만족, 재참가 의도에 유의적인 정(+)의 영향을 미치는 것으로 나타났다.
이러한 분석결과를 근거로 전시회 서비스품질 향상 방안 및 참가기업의 성과를 높이는 방안을 제시하였다.

목차 (Table of Contents)

• 목차
• 제 1 장 서론 = 1
• 제 1 절 연구의 배경과 목적 = 1
• 제 2 절 연구방법 및 논문구성 = 5
• 제 2 장 이론적 배경 = 8
• 제 1 절 전시회의 개요 = 8
• 1. 전시회의 개념 및 특성 = 8
• 2. 전시회의 분류 = 14
• 3. 전시회의 구성 요소 = 16
• 4. 전시산업의 경제적 효과 = 19
• 제 2 절 전시회 서비스품질에 관한 선행 연구 = 22
• 1. 서비스품질의 개념 및 특성 = 22
• 2. 서비스품질평가의 척도 = 25
• 3. 전시회 서비스품질 구성요인에 관한 선행 연구 = 28
• 제 3 절 전시회 참가성과에 관한 선행연구 = 41
• 1. 성과측정의 개념 = 41
• 2. 전시회 참가기업의 성과에 관한 연구 = 42
• 제 4 절 전시회 서비스품질과 성과와의 관계 = 58
• 제 5 절 전시산업의 현황과 경제적 효과 = 61
• 1. 전시산업 현황 = 61
• 2. 주요 국가별 전시산업 현황과 경제적 효과 = 66
• 3. 국내 전시산업 현황과 경제적 효과 = 73
• 제 3 장 연구설계 및 연구방법 = 79
• 제 1 절 연구설계 = 79
• 1. 가설의 설정 = 79
• 2. 연구모형 설정 = 88
• 제 2 절 모집단의 정의 및 표본 설계 = 90
• 제 3 절 변수의 조작화와 측정 = 91
• 1. 전시회 서비스품질 = 91
• 2. 전시회 참가성과 = 94
• 3. 전반적 만족 = 95
• 4. 재참가 의도 = 97
• 제 4 절 조사도구의 개발 및 설문지 구성 = 99
• 제 5 절 자료수집 방법 및 분석 절차 = 104
• 1. 자료수집 방법 = 104
• 2. 분석 방법 = 106
• 제 4 장 실증분석 및 가설검증 = 108
• 제 1 절 표본의 일반적 특성 = 108
• 1. 응답자의 인구통계학적 특성 = 108
• 2. 참가기업의 전시회 참가 특성 = 109
• 제 2 절 신뢰성 및 타당성 검증 = 111
• 1. 신뢰성 검증 = 111
• 2. 타당성 검증 = 115
• 제 3 절 측정모형 및 가설의 검증 = 118
• 1. 상관관계 분석 = 118
• 2. 측정모형의 검증 = 119
• 3. 가설의 검증 = 121
• 4. 서울과 부산 개최 전시회 참가기업의 요인간 인식차이 = 130
• 제 4 절 분석결과에 대한 시사점 = 134
• 제 5 장 결론 = 140
• 참고문헌 = 142
• 1. 국내문헌 = 142
• 2. 국외문헌 = 144
• 부록: 설문지 = 152
• 1. 국문 설문지 = 152
• 2. 영문 설문지 = 158
• ABSTRACT = 165