Earticle

초록

영어

This study aims to identify customer experience factors perceived by visitors across three stages of B2C consumer goods exhibition service processes—pre-registration and entry, during the exhibition, and exit and feedback—and to evaluate their performance(satisfaction) and implicitly derived importance. Based on a review of the literature on exhibition services, customer experience, and service processes, an online survey was conducted among visitors who had attended B2C consumer goods exhibitions, yielding 306 valid responses for analysis. Deng’s (2007) revised Importance-Performance Analysis (IPA) was applied to assess the performance and implicitly derived importance of customer experience factors and to determine management priorities for each process stage. The results identified process-specific distributions of customer experience factors across the IPA quadrants. In the pre-registration and entry stage, most factors were located in the Possible Overkill quadrant. During the exhibition, enjoyment, comfort, program interest and friendly service from exhibition organizers were located in the Keep Up the Good Work quadrant, whereas visitor circulation and safety management, on-site guidance and prompt support were located in the Concentrate Here quadrant. In the exit and feedback stage, factors related to the systematic collection of visitor feedback and post-exhibition communication were located in the Concentrate Here quadrant, whereas polite feedback requests and ongoing relationship maintenance were located in the Low Priority quadrant. Theoretically, this study extends exhibition customer experience research by linking rational, emotional, and relational experience dimensions with the pre-, during-, and post-exhibition service process. The findings also provide practical implications for customer experience-oriented service design, process-specific improvement prioritization, and efficient resource allocation by exhibition organizers.

목차

Ⅰ. 서론
Ⅱ. 이론적 배경
1. 전시 서비스 프로세스
2. 고객경험
3. IPA 분석
Ⅲ. 연구방법
1. 연구과제 설정
2. 측정항목 구성
3. 자료수집 및 분석방법
Ⅳ. 분석결과
1. 인구통계학적 및 일반적 특성
2. 측정항목의 신뢰성 검증
3. 수정된 IPA 결과
Ⅴ. 결론
참고문헌

키워드

저자

• 강현나 [ Hyeon-Na Kang | 경희대학교 일반대학원 컨벤션전시경영학과 박사수료 ] 주저자
• 김봉석 [ Bong-Seok Kim | 경희대학교 일반대학원 데이터기반 전시컨벤션경영 전공 교수 ] 교신저자
• 조유진 [ Yujin Cho | 경희대학교 일반대학원 스마트관광원 박사과정 ] 공동저자
• 정동원 [ Dongwon Jeong | 경희대학교 일반대학원 컨벤션전시경영학과 석사과정 ] 공동저자

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  무역전시연구 [International Journal of Trade Fairs and Exhibition Studies]

• 간기

  계간

• pISSN

  2287-173X

• eISSN

  2733-4848

• 수록기간

  2011~2026

• 등재여부

  KCI 등재

• 십진분류

  KDC 326 DDC 380