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The Effects of Perceived Value, Overall Satisfaction, and Loyalty by the Service Quality of the Local Exhibition: Focused on The Goyang International Flower Exhibition

지역박람회의 서비스품질이 지각된 가치, 전반적 만족 및 충성도에 미치는 영향 -2018 고양국제꽃박람회를 중심으로-

Lee, Chan-Do
이찬도

  • Received : 2018.10.01
  • Accepted : 2018.11.20
  • Published : 2019.01.28

Abstract

The purpose of this study is to analyze the influence relationship of spectators' evaluation, perceived value, overall satisfaction, and loyalty on the service quality of Goyang International Flower Exhibition. As a result of analysis, first, it turned out that the higher the quality of the fair service, the higher the perceived value, overall satisfaction and loyalty. Especially, fair service quality showed a greater influence on overall satisfaction than on perceived value. Therefore, in order to improve the quality of the fair service, careful planning and operation of event content, accessibility, and convenience are required. Second, perceived value did not have a positive (+) effect on overall satisfaction, but it had a positive (+) effect on loyalty. The reason for this is that the spectators' evaluation of the perceived factors that can induce the interest of the flower product and the increase of the purchase, such as the quality problem of the product, the design problem, the exhibition and display problem, was low. Third, both perceived value and overall satisfaction had a positive (+) effect on loyalty, but the effect of overall satisfaction was greater than that of perceived value. Therefore, a strategy for enhancing the perceived value is required.

Keywords

Goyang International Flower Exhibition;Service Quality;Perceived Value;Overall Satisfaction;Loyalty

Acknowledgement

Supported by : 중부대학교