摘要
本文运用因子分析方法,基于励展博览集团TAP(Targeted Attendee Program)计划在展会中的应用,以广东体育博览会为例,对参展商对于展会商业配对服务的满意度及其影响因素进行实证研究。首先,根据因子分析的结果,发现配对服务的个性化、现场配对设施与环境、展前邀约及宣传、展后商业配对跟踪服务是影响参展商对展会商业配对服务满意度的四个因子;进而,得出参展商对商业配对服务总体满意度的因子得分公式,从而建立起评价展会商业配对服务优劣的标准;最后,基于影响参展商展会商业配对服务满意度的四个因子,对组展公司改进和完善展会商业配对服务提出相应的对策建议。
Based on the application of TAP(Targeted Attendee Program)of Reed Exhibition Company, this paper takes Guangdong Sports Show as an example to conduct an empirical study on the satisfaction degree of exhibitors towards matching services offered by the organizers and the factors influencing exhibitors’ satisfaction.First of all, factor analysis indicates four factors that affect the exhibitors’ satisfaction-personalized matching services, on-site facilities and environment for the matching service, pre-show invitation and promotion, and post-show follow-up service. Then, the factor score formula of the overall satisfaction of exhibitors to the business matching service is obtained so that the criteria are established for evaluating the matching service of exhibition organizers. Lastly, on the basis of the study, some recommendations are put forward to exhibition organizers to improve their matching service.
作者
孟子敏
魏薇
MENG Zi-min;WEI Wei(Beijing Normal University Zhuhai, Zhuhai, Guangdong, 519087, China)
出处
《武汉商学院学报》
2019年第1期60-65,共6页
Journal of Wuhan Business University
关键词
商业配对服务
参展商
满意度
影响因素
因子分析
business matching service
exhibitors
satisfaction
influencing factors
factor analysis
