The purpose of this study is to compare the differences of online and offline review for evaluating service quality of Expo. More specifically, this study was conducted to answer a research question: what differences do online and offline review have in terms of review valence(positive, neutral and negative), the length of review, mentioned service quality? For online review, data were collected from official webpage of Suncheon Bay Garden Expo 2013 and for offline review, survey was conducted with the visitors of Suncheon Bay Garden Expo 2013. NViVO8, a program for content analysis was used for comparative analysis. As main results, first, online review had more negative content than offline review. Second, the average length of online review is longer than offline one. Lastly, a variety of differences were founded in terms of the evaluation of service quality. Based on results, several theoretical and practical implications were discussed.
ABSTRACT Ⅰ. 서론 Ⅱ. 이론적 배경 1. 박람회 서비스품질 2. 온라인 리뷰와 오프라인 구전 3. 내용분석법 Ⅲ. 연구방법 1. 조사설계 및 분석방법 Ⅳ. 실증분석 1. 표본의 일반적 특성 2. 분석결과 3. 온ㆍ오프라인 리뷰의 서비스품질 평가항목 비교 Ⅴ. 결론 1. 연구의 요약 및 시사점 2. 연구의 한계 및 향후 연구방향 참고문헌
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