The Impact of Perceived Service Quality on Satisfaction and Behavioral Intentions: Applying the Three Dimensional Service Quality Model
2017, 41(8), pp.155-173
Publisher : The Tourism Sciences Society Of Korea
Research Area : Tourism
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Based on Brady & Cronin (2001) comprehensive third-order factor model of service quality (interaction, environmental, outcome quality), this study: (1) identifies exhibition service quality factors that promote participant satisfaction, (2) examines the influence of satisfaction on purchase and revisit intentions. Brady and Cronin (2001) argued that interaction quality is affected by the attitudes, behavior, and expertise of the trade show personnel. Environment quality is influenced by ambient conditions, design factors, and social factors. Outcome quality is affected by waiting time, tangibles, and valence. To test the conceptual model of this study empirically, questionnaires were distributed among 390 visitors throughout Food industrial exhibitions in BEXCO in 2015. We conducted second order factor analysis of service quality and research hypotheses were analyzed using structural modeling analysis utilizing SPSS 18.0 and AMOS 18.0. The findings indicate (1) three factors (interaction quality, holistic environment and outcome quality) impact satisfaction positively, (2) participant satisfaction positively influences revisit intention and the intention to purchase a related product after the exhibition. The study results reveal that outcome quality is the strongest factor influencing customer satisfaction. Theoretical and managerial implications are provided to strengthen Korea's service competitiveness in exhibition industries.
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