The Study In Exhibitor Loyalty Based On Perceived Service Quality

With the rapid development of China's economic, the exhibition company in China has a more difficult business since the competition grow. The organizer's overriding concern is how to stand out among the fierce competition, when the seller's market turned into the buyer's market. Against the background, the anchor exhibitors become the focus of organizers' attention. On one side, the powerful anchor exhibitors play an important role in a success exhibition, because they have a great influence in the industry and can attract more trade visitors. On the other side, more exhibitors participate in the further exhibitions will reduce the operating cost. Though the anchor exhibitors are very important for the organizer, the research on the anchor exhibitors is at the stage of exploration, especially the research on the relationship of exhibitors'loyalty, satisfaction perceived value and the perceived service quality is still a virgin field.The study reviews related fields studies conducted before and builds the model of the exhibitors'perceived service quality, perceived value, satisfaction and loyalty. Then the investigation data in Beijing are used for the exploratory factor analysis and confirmatory factor analysis, with software of SPSS18.0 and LISREL8.7. At last, the One-Way ANOVA is used for the analysis of different company property, employees scale and the highest position of the exhibitors.From the study, we can find that the exhibitors'satisfaction has a direct effect on the loyalty and perceived service quality and perceived value have an indirect effect on the loyalty. According to priority, the factors who influence the perceived service quality are the "marketing and promoting", "service management", "layout ","additional service" and "event".Based on the empirical result, three suggestions for organizers are putted forward in the hope that they can retain the anchor exhibitors.