摘要世界服务业的快速发展，尤其是西方国家发展迅速，使得服务的质量受到越 来越多的企业以及专家的关注，现阶段服务业发展的重要因素便是其服务质量的 提高。会展业的发展属于朝阳产业，因此发展速度快，但是发展过程中仍具有许 多问题，而会展服务质量的发展对该行业提供了指导的方向。本文将从参展商的 角度出发，基于参展体验，对展会的服务质量进行评估和研究。同时，本文以第 21 届广州国际照明展览会为例，采取 SERVQUAL 服务评价模型，从服务的有形 性、可靠性、保证性、移情性以及响应性五个不同的一级指标出发，进行调研。 在研究过程中，发现参展商预期值与实际值差异明显。通过实证研究后，提出例 如创新营销手段、提高专业观众质量、创造参展体验、建设会展服务质量测量和 评价体系等优化措施。88558

毕业论文关键词：参展体验；服务质量；展会

Abstract The rapid development of the service industry, especially in western countries developed rapidly, the quality of service by more and more enterprises and experts concerned, an important factor in the development stage of service industry is to improve the quality of service。 The development of MICE industry is a sunrise industry, so the development speed is fast, but there are still many problems in the development process。 In this paper, from the perspective of exhibitors, based on the experience of exhibitors, the exhibition service quality evaluation and research。 At the same time, the Guangzhou International Lighting Exhibition in 2016 as an example, take the SERVQUAL service evaluation model, from the service tangibles, reliability, assurance, empathy and response of five different indicators of research。 In the course of the study, it is found that the expected value and the actual value of exhibitors are significantly different。 Through empirical research, the author puts forward some innovative measures, such as innovative marketing methods, improving the quality of professional audience, creating the exhibition experience, building the exhibition service quality measurement and evaluation system and so on。

Key words: exhibiter experience; service quality; exhibition

目录 

摘要 2

Abstract 3

1。引言 5

2．相关源Q于D优G尔X论V文Y网wwW.yOueRw.com 原文+QQ75201`8766 概念 6

2。1 会展 6

2。2 参展体验 6

2。3 会展服务质量评价 6

3．会展业服务质量评价体系的构建与评价方法 9

3。1 会展业服务质量评价体系的构建 9

3。2 设计问卷及数据整理 10

3。3 会展业服务质量评价方法 11

4．第 21 届广州国际照明展览会服务质量评价 12

4。1 服务的有形性 12

4。2 服务的可靠性 12

4。3 服务的保证性 12

4。4 服务的From优T尔K论M文L网wWw.YouERw.com 加QQ75201^8766 响应性 13

4。5 服务的移情性 13

4。6 分析讨论 14

5．展会参展商感知的服务质量优化 16

结语 19