전시관람 서비스품질의 중요도-실행도 불일치가 전시관람행동에 미치는 영향

Visitors’ Behavior on Exhibition: A Disconfirmation of Importance Perspective

Using the analysis of gap between pre-implementation importances and their perceived performances. This paper examines the effect of recognizing service qualities on exhibition visitors’ behavior. Disconfirmation theory is utilized as the theoretical basis to find how gap’s size and direction affect exhibition attendees’ satisfaction and behavior. Using gaps as independent variables, the ordered probit models are applied to data from visitors who participate in the show held at COEX. The analysis suggests that an informant factor is the most important one among others. A facility factor also found influencing significantly on visitors’ behavior.