전시회 서비스 품질의 결정 요인과 참관객의 학습성과가 행동의도에 미치는 영향

The Effects of Trade Show Service Quality and The Learning Performance on Attendees’ Behavioral Processes

This paper has three research objectives: to identify the specific determinants of trade show service quality perceived by attendees, to measure the learning performance of the attendees as the degree of satisfaction of the objectives of the attendees and finally to examine the structural relationship among service quality, learning performance, attendee’s behavior intention. Dimensions of learning performance of attendees are here classified into job improvement, general industry awareness, and acquisition of purchase information. Author found service quality has a significant effect on learning performance but did not on behavioral intention. However, the path between learning performance and behavioral intention was found involving a significant effect.