중국 와인소비자 유형에 따른 국제주류전시회 서비스품질의 인지에 관한 연구

Perceptions of Service Quality According to Wine Consumer Groups: The Case of a Wine and Spirits Exhibition in China

The development of China's exhibition industry is comparatively recent, but due to the reform and open policy, particularly after the 1990s, it has grown rapidly, and its scale has grown sharply. The recently concluded 9th Shanghai Wine & Spirits Exhibition in China is one of such exhibitions which have been held and is the focal unit of analysis for this study. The Importance-Performance Analysis (IPA) is the research method in this study; IPA compares which differences between 'the importance of service quality before the liquor exhibition' and 'the performance of service quality after the liquor exhibition' according to four different wine-consumer groups (wine connoisseurs, wine aspirants, wine newcomers, and wine outsiders). Visitors who participated in The 9 th Shanghai Wine & Spirits Exhibition' in China were surveyed. IPA analysis showed that each wine consumer groupperceived as important how well the exhibition service performed to meet expectations. The result of the differences between importance and performance shows that all four groups were dissatisfied with exhibition-center cleanliness, with exhibition-center pleasantness, with exhibition-center rest-facilities convenience, and with exhibition-homepage details and framework. Accordingly, to successfully convene and operate exhibitions, the utmost importance of these factors should be realized and appropriately addressed. Implications are mentioned relative to increasing visitor satisfaction.