Influence of Exhibition Service Attributes on Customer's Satisfaction and Behavior Intention

전시서비스 속성이 고객만족 및 행동의도에 미치는 영향

  • 김화경 (세명대학교 호텔관광학부)
  • Published : 2009.02.28


The objectives of the study were to investigate the influence of exhibition service attributes on customers' satisfaction and behavior intention. A method of this study was a survey research. The samples selected were 430 exhibition visitors to KINTEX for 2007 Seoul Motor Show. According to the results of this study, first of all, there is a significant relationship between information service and customer's satisfaction. Second, there is a significant relationship between convenience service and customer's satisfaction. Third, there is a significant relationship between promotion service and visitor's satisfaction to exhibition. Forth, there is a significant relationship between Customer's satisfaction and revisit intention. Fifth, there is a significant relationship between visitor's satisfaction to exhibition and recommendation intention. The result of this study will be helpful for the exhibition industries, giving needs to establish the marketing strategies.


  1. 권창희, "국제전시회 서비스 속성이 주최자의 중요도 지각과 참가업체, 참관객 만족도에 미치는 영향", 세종대학교 대학원 박사학위논문, 2003.
  2. 김홍범, 권창희, 원혜영, "국제전시회 서비스 속성이 참가업체 만족도에 미치는 영향", 관광학연구, 제29권, pp.33-51, 2005.
  3. 노용호 , 김화경, "지각된 가치와 태도에 의한 산업전시박람회참관자의 행동의도", 관광학연구, 제30권, 제6호, pp.361-379, 2006.
  4. 대한무역투자진흥공사(KOTRA), 세계의 주요 전시장, 1999.
  5. 대한무역투자진흥공사(KOTRA), 세계 주요국의전시산업 육성전략, 2002.
  6. 박진우, "이동통신시장의 전환과정에 대한 정성적 접근: 친전환비용을 중심으로, 정보통신정책연구", 제9권, 제1호, pp.55-93, 2002.
  7. 배종길, 김종원, "패션관련전시회 참가업체의 참가형태분석", 한국의류산업학회지, 제6권, 제1호, pp.71-77, 2004.
  8. 윤세목, 노영호, "산업전시박람회 방문자의 방문동기가 만족도, 재방문의도, 행동의도에 미치는 영향", 관광.레저연구, 제17권, 제1호, pp.43-61, 2005.
  9. 이만득, "관광교역전의 마케팅 전략에 관한 연구", 동국대학교 대학원 박사학위 논문, 1995.
  10. 이희찬, 한진영, "전시관련 서비스품질의 중요도 -실행동 불일치가 전시관람행동에 미치는 영향",한국관광학회, 제29권, 제3호, pp,165-184, 2005.
  11. 정미혜, "전시회 서비스 품질의 결정요인과 참관객의 학습성과가 행동의도에 미치는영향", 관광학연구, 제29권, 제5호,, pp.173-193, 2005.
  12. 주현식, 김화경, "전시회 참가자의 참가동기와 성과에 관한 연구", 한국컨벤션학회, 제15권, 제1호, pp.19-33, 2005.
  13. 최정자, 이선화, 김금림, "참가업체 관점에서 본참가목적, 결정요인 및 주최자의 전시서비스에 대한 중요도와 만족도 연구", 제21권, 제1호, pp.251-264, 2006.
  14. 차민영, "전시회 서비스품질 평가요인과 고객만족에 관한 연구 -참관객을 중심으로", 경희대학교 관광대학원 석사학위 논문, 2002.
  15. 하남숙, "교역전시장 시설의 효과적인 운용방안에 관한 연구", 세종대학교 대학원 석사학위논문,2001.
  16. 한국관광공사, www.visit,, 2005
  17. A. Gava and A. Goldman, "Duality in Consumer Post-Purchase Attitude," Journal of Economic Psychology. No.12, pp.141-164, 1991(3).
  18. A. J. Faria and J. R. Dickinson, "What Kinds of Gopalakrishna, S. and J. D. Williams, "Planning and Performance Assessment of Industrial Trade Shows: An Exploratory Study," International Journal of Research in Marketing, No.9, pp.207-224, 1992.
  19. CEIR, The Power of Exhibition II: What Successful Exhibitors Do to Get Results, Summary Results, Bethesda MD, 1996.
  20. Chonko, B. Lawrence, F. T. John, and M. Joyce, "Behind the Booth," Marketing Management Vol.3, No.1, pp.40-43, 1994.
  21. D. C. Bello and H. Barksdale, "Exporting a Industrial Trade Shows," Industrial Marketing Management, Vol.15, No.3, pp.197-206, 1986.
  22. D. C. Bello and Ritu Lohtia, "Improving Trade Show Effectiveness by Analyzing Attendees," Industrial Marketing Management, Vol.22, No.1, pp.311-318, 1993.
  23. D. Stokes and W. Lomax, Control of Word of Mouth Marketing the Case of Enterpreneurial Hotelier, Journal of Smell Business and Enterprise Development, Vol.9, No.4, pp.349-357, 2002.
  24. E. W. Anderson, F. Clases, and R. L. Donald, "Customer Satisfaction, Market Share and Profitability: findings From Sweeden," Journal of Marketing, Vol.58, pp.53-66, 1994(7).
  25. J. Bellizi and D. Lipps, "Managerial Guidelines for Trade Show Effectiveness," Industrial Marketing Management, Vol.13, No.1, pp.49-52. 1984.
  26. F. John, Jr. Tanner, B. C. Lawrence, and V. P. Thomas, "A Learning Model of Trade show Attendance," Journal of Convention & Exhibition Management, Vol.3, No.3, pp.3-26, 2001.
  27. M. B. John and J. A. Ronald, "Trade Shows: An Effective Promotional Tool for the Smalll Industrial Business", Journal of Small Business Management, October, pp. 31-36, 1988.
  28. K. Hansen, "The Dual Motives of Participants at International Trade Shows," International Marketing Review, Vol.13, No.2, pp.39-53, 1996,
  29. L. Hitchcock, "Trade Shows Can Be Global Gateway," Business Marketing No.19, pp.19-20, 1995(3).
  30. M. D. Johnson, and F. Claes, "A Framework for Comparing Customer Satisfaction Across Individuals and Product Categories," Journal of Economic Psychology, Vol.12, No.2, pp.267-286. 1991.
  31. K. Philip, Principles of Marketing, 9th ed. Prentice Hall., 2001.
  32. R. Bolton and J. Drew, A Multistage model of Customers' Assessments of Services Quality and Value, Journal of Consumer Research, Vol.17, pp.375-384, 1991(3).
  33. R. L. Oliver, Satisfaction: A Behavioral Perspective on the Consumer, New York: McGraw-Hill Companies, Inc. p.13, 1993,
  34. Robbe and M. S. Deberah, Exposition and Trade Shows, John, Wiley & Sons Inc. pp.35-38, 2000.
  35. S. G. L. Gopalakrishna, J. D. Williams Lilien, and I. K. Sequeira, "Do Trade Show Pay Off," Journal of Marketing, No.59, pp.75-83, 1995(7),
  36. L. M. Sandra, The Art Of The Show, LAEM Foundation, Dallas, Texas, 2002.
  37. Trade Show Bureau, "Analysis of Trade Show and Conference Attendees Regarding Their Opinions of Why (or Why not) They Attend Various Trade Shows and Conferences," Research Report, Audience Characteristics #1100, Trade Show Bureau, East Orleans, MA. 1989(11).
  38. B. William, K. Ajay, S. Richard, and A. Z. Valarie, "A Dynamic Process Model of Service Quality: From Expectations to Behavioral Intentions," Journal of Marketing Research, Vol.XX, pp.7-27, 1993(2).

Cited by

  1. Skin Color Based Hand and Finger Detection for Gesture Recognition in CCTV Surveillance vol.11, pp.10, 2011,