컨벤션센터 서비스스케이프가 전시회 참관객의 만족과 행동의도에 미치는 영향

The Effect of the Convention Center Servicescape on Exhibition Attendees' Satisfaction and Behavior Intention: Focused on Suwon Convention Center

The purpose of this study is to examine the effects of convention center’ servicescape on exhibition attendees' satisfaction and behavior intention. Accordingly, a total of 282 valid samples were collected from participants of the event held in Suwon Convention Center and analyzed using frequency analysis, factor analysis, reliability analysis, multiple regression analysis. The results of this study are as follows. First, the convention center’ servicescape factor(accessibility, pleasantness, aesthetics, convenience, cleanliness) has a positive effect on customers' satisfaction. Second, the convention center’ servicescape factor(accessibility, pleasantness, aesthetics, cleanliness) has a positive effect on behavior intention. Third, the more satisfaction the customers can perceive, the higher rises the behavior intention. Therefore, the results of this study will be useful in enhancing customer satisfaction and improving revisit through management of servicescape factors. Based on the results of this study, it provides practical implications for the operation strategy of the convention center servicescape.