전시회의 참가동기와 서비스품질이 참가자 만족에 미치는 영향

The Impacts of Participation Motivation and Service Quality on Satisfaction of the Trade Exhibition Participants

This research intends to explore two questions: 1) how the service qualities of trade exhibitions affect the participant's satisfaction, and 2) how participation motivation moderates the relationship's between the service quality and satisfaction. For this purpose, the service qualities were measured with respect to three components: 1) core services, 2) physical environments, and 3) personal services of trade exhibitions. The results showed that the core services had largest impact on the participant's satisfaction among three components. The influence of the personal services was next strong, and the impact of the physical environment was weakest. Participation motivation was shown to moderate the effects of core services and personal services on satisfaction, but its moderating impact on the relationship between physical environments and satisfaction was not observed.