政府采购型展会参展服务评价的K&I分析
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摘要
为加强对参展商这一重要展会角色的认识,建立起展会服务质量感知与满意度评价之间的联系,并对不同类型不同行业的展会提供更多认识和分析,选择稳定发展的某个政府采购型展会为例,对参展商体验和感知的展会服务质量进行研究,在方法上采用Kano-IPA模型的整合分析,筛选出7项关键服务质量要素、并确定了服务质量要素在维持次序和改进次序上的优先级别,进而对关键服务要素管理、要素服务质量维持策略与改进策略提出相应的管理建议,也对后续研究提出讨论方向。
In order to understand the important role of exhibitors in an exhibition, set up a research relationship between the perception of exhibition service quality and evaluation of exhibitors' satisfaction, and provide much more conclusions and discussions for different kinds of exhibitions, this article chooses the exhibitors' service experience in a government procurement exhibition for analysis, which is not only a stable development fair in the exhibition industry, but also a typical representive fair as a different type of exhibition. It adopts an integrated Kano-IPA model to research the exhibition service quality from the view of exhibitors. It firstly selects the key attributes of exhibition service quality, and determines the priority of maintaining factors' order and improvement order. Secondly, it Fesearches the management strategies which are correspond to the key service quality management, maintaining service quality management and improvement service quality management. Lastly, it also puts forwards the discussion for the further research directions of this topic and case study.
In order to understand the important role of exhibitors in an exhibition, set up a research relationship between the perception of exhibition service quality and evaluation of exhibitors' satisfaction, and provide much more conclusions and discussions for different kinds of exhibitions, this article chooses the exhibitors' service experience in a government procurement exhibition for analysis, which is not only a stable development fair in the exhibition industry, but also a typical representive fair as a different type of exhibition. It adopts an integrated Kano-IPA model to research the exhibition service quality from the view of exhibitors. It firstly selects the key attributes of exhibition service quality, and determines the priority of maintaining factors' order and improvement order. Secondly, it Fesearches the management strategies which are correspond to the key service quality management, maintaining service quality management and improvement service quality management. Lastly, it also puts forwards the discussion for the further research directions of this topic and case study.
引文
[1]Lee M,Seo J,Yeung S.Comparing the Motives for Exhibition Participation:Visitors’ Versus Exhibitors’ Perspectives[J].International Journal of Tourism Science,2012,12(3):1-19.
[2]Whitfield J,Webber D J.Which Exhibition Attributes Create Repeat Visitation?[J].International Journal of Hospitality Management,2011,30:439-447.
[3]罗秋菊.参展商参展决策研究:以东莞展览会为例[J].旅游学刊,2007,22(5):85-90.
[4]罗秋菊,保继刚.参展商参展目的、绩效评估及其相关关系研究:以东莞展览会为例[J].旅游科学,2007,21(5):57-65.
[5]李林,顾宝炎,施若.服务质量管理复杂性的研究[J].经济问题探索,2008,(9):89-92.
[6]Lee M,Lee S,Joo Y.The Effects of Exhibition Service Quality on Exhibitor Satisfaction and Behavioral Intentions[J].Journal of Hospitality Marketing & Management,2015,24:683-707.
[7]Anderson E W,Sullivan M W.The Antecedents and Consequences of Customer Satisfaction for Firms[J].Marketing Science,1993,12(2):125-143.
[8]Churchill G A,Surprenant C.An Investigation into the Determinants of Customer Satisfaction[J].Journal of Marketing Research,1982,19(4):491-505.
[9]Oliver R L,DeSarbo W S.Response Determinants in Satisfaction Judgments[J].Journal of Consumer Research,1988,14(4):495-507.
[10]Ok C,Back K,Shanklin C W.Service Recovery Paradox:Implications from an Experimental Study in a Restaurant Setting[J].Journal of Hospitality and Leisure Marketing,2006,14(3):17-33.
[11]Martilla J A,James J C.Importance-performance Analysis[J].Journal of Marketing,1977,41(1):77-79.
[12]巫景飞.我国经济型酒店服务质量的IPA分析[J].华东经济管理,2007,21(11):95-96.
[13]Matzler K,Sauerwein E,Heischmidt K.Importance-performance Analysis Revisited:the Role of the Factor Structure of Customer Satisfaction[J].The Service Industries Journal,2003,23(2):112-119.
[14]Kuo Ying-Feng,Chen Jing-Yu,Deng Wei-Jaw.IPA-Kano model:A New Tool for Categorising and Diagnosing Service Quality Attributes[J].Total Quality Management,2012,23,(7):731-748.
[15]Whitfield J,Dioko L A N,Webber D,等.Attracting Convention and Exhibition at Tendance to Complex MICE Venues:Emerging Data from Macao[J].International Journal of Tourism Research,2014,16:169-179.
[16]Breiter D,Milman A.At Tendees’ Needs and Service Priorities in a large Convention Center:Application of the Importance Performance Theory[J].Tourism Management,2006,27(6):1364-1370.
[17]Go F,Zhang W.Applying Importance-performance Analysis to Beijing as an International Meeting Destination[J].Journal of Travel Research,1997,35(4):42-49.
[18]Kang M-H,Sun S-J,Jo D.The Competitiveness of International Meeting Destinations in Asia:Meeting Planners’ Versus Buying Centers’ Perceptions[J].Journal of Convention & Event Tourism,2005,7(2):57-85.
[19]Kim W G,Kim H-C.The Analysis of Seoul as an International Convention Destination[J].Journal of Convention & Exhibition Management,2003,5(2):69-87.
[20]Lee M J,Back-J.Effects of Destination Image on Meeting Participation Intentions:Empirical Findings from a Professional Association and its Annual Convention[J].Service Industries Journal,2007,27(1):59-73.
[21]Oppermann M.Convention Destination Images:Analysis of Association Meeting Planners’ Perceptions[J].Tourism Management,1996,17(3):175-182.
[22]Whitfield J,Webber D J.Which Exhibition Attributes Create Repeat Visitation?[J].International Journal of Hospitality Management,2010,30(2):439-447.
[23]Wu A,Weber K.Convention Center Facilities,Attributes and Services:The Delegates’ Perspective[J].Asia Pacific Journal of Tourism Research,2005,10(4):399-410.
[24]苑炳慧,杨杰.基于参展商视角的展览环境评价与优化研究:以上海光大会展中心为例[J].旅游论坛,2009,2(1):120-124.
[25]张旭莺.展会现场服务观众满意度实证研究[D].上海:华东师范大学,2009.
[26]刘娇.基于参展商感知的会展服务质量评价研究[D].广州:华南理工大学,2012.
[27]王起静.基于协会会议参会者角度的会议城市竞争力研究:北京和上海之比较[J].北京第二外国语学院学报,2011,(11):67-74.
[28]李映洲,戚艳伟.基于IPA方法的“兰洽会”参展商满意度研究[J].科技管理研究,2011,(1):127-130.
[29]Deng W J.Using a Revised Importance-performance Analysis Approach:The Case of Taiwanese hot Spring Tourism[J].Tourism Management,2007,28(5):1274-1284.
[30]谭远玲,禇学宁,张在房.基于改进重要度绩效分析法的服务属性决策[J].上海交通大学学报,2011,45(9):1281-1287.
[31]Kano N,Seraku N,Takahashi F,等.Attractive Quality and Must-be quality[J].Hinshitsu,1984,14(2):147-156.
[32]Berger C,Blauth R,Boger D,等.A Special Issue on Kano’s Methods for Understanding Customer-defined Quality[J].Center for Quality Management Journal,1993,2(4):3-35.
[33]Yang C C.The Refined Kano’s Model and Its Application[J].Total Quality Management and Business Excellence,2005,16(10):1127-1137.
[34]Lee Y C,Huang S Y.A new Fuzzy Concept Approach for Kano’s Model[J].Expert Systems with Applications,2009,36(3):4479-4484.
[35]白涛,李中凯.基于模糊Kano模型的顾客需求重要度计算方法[J].中国机械工程,2012,23(8):975-980.
[36]孟文,韩玉启,何林.基于模糊Kano模型的顾客服务需求分类方法[J].技术经济,2014,33(6):54-58.
[37]Tontini G,Silveira A.Identification of Satisfaction Attributes using Competitive Analysis of the Improvement Gap[J].International Journal of Operations & Production Management,2007,27(5):482-500.
[38]Chen L H,Ko W C.A Fuzzy Nonlinear Model for Quality Function Deployment Considering Kano’s Concept[J].Mathematical and Computer Modeling,2008,48:581-593.
[39]Cecilia Garibay,Humberto Gutierrez,Arturo Figueroa.Evaluation of a Digital Library by Means of Quality Function Development(QFD) and the Kano Model[J].The Journal of Academic Librarianship,2010,36(2):125-132.
[40]Raharjo H,Aarnout C,Brombacher.On Integrating Kano’s Model Dynamics into QFD for Multiple Product Design[J].Quality and Reliability Engineering International,2010,26:351-363.
[41]李兴国,明艳秋,钟金宏.基于QFD和Kano模型的供应商选择方法[J].系统管理学报,2011,20(5):589-594.
[42]Chang K C,Chen M C.Applying the Kano Model and QFD to Explore Customers’ brand Contacts in the Hotel Business:A Study of a hot Spring Hotel[J].Total Quality Management,2011,22(1):1-27.
[43]Adilia H S.Kano Model and QFD Integration Approach for Ergonomic Design Improvement[J].Procedia Social and Behavioral Sciences,2012,57:22-32.
[44]Lai H J,Wu H H.A Case Study of Applying Kano’s Model and Anova Technique in Evaluating Service Quality[J].Information Technology Journal,2011,10(1):89-97.
[45]Chen T L,Lee Y H.Kano two-dimensional Quality Model and Important Performance Analysis in the Student’s Dormitory Service Quality Evaluation in Taiwan[J].The Journal of American Academy of Business,2006,9(2):324-330.
[46]Kuo Y F,Chen J Y.IPA-Kano model:A new Tool for Categorizing and Diagnosing Service Quality Attributes[J].Total Quality Management & Business Excellence,2012,23:731-748.
[47]Geng X L,Chu X N.A new Importance-performance Analysis Approach for Customer Satisfaction Evaluation Supporting PSS Design[J].Expert Systems with Applications,2012,39:1492-1502.
[48]Arabzad S M,Bahrami M,Ghorbani M.Integrating Kano-DEA Models for Distribution Evaluation Problem[J].Procedia-Social and Behavioral Sciences,2012,41:506-512.
[49]Baki B,Basfirinci C S,Murat A R.An Application of Integrating SERVQUAL and Kano’s Model into QFD for Logistics Services:A Case Study from Turkey[J].Asia Pacific Journal of Marketing and Logistics,2009,21(1):106-126.
[50]施国洪,岳江君,刘庆广.基于Kano模型的SERVQUAL量表的实证分析[J].图书情报研究,2009,9(2):18-45.
[51]Su C T,Lin C S,Chiang T L.Systematic Improvement in Service Quality through TRIZ Methodology:An Exploratory Study[J].Total Quality Management and Business Excellence,2008,19(3):223-243.
[52]Lee Y C,Lin S B,Wang Y L.A new Kano’s Evaluation Sheet[J].The TQM Journal,2011,23(2):179-195.
[53]Chen Y H,Su C T.A Kano-CKM Model for Customer Knowledge Discovery[J].Total Quality Management and Business Excellence,2006,17(5):589-608.
[54]Berger C.Kano’s Methods for Understanding customer-defined Quality[J].Center for Quality Management Journal,1993,2(4):3-36.
[55]李德盛,赖福来.整合Kano模型与IPA应用与钢线服务品质之研究:以SH公司为例[J].创新与管理,2011,(3):125-148.
[56]Matzler K,Hinterhuber H H.How to make Product Development Projets more Successful by Integrating Kano’s Model of Customer Satisfaction into Quality Function Deployment[J].Technovation,1998,18(1):25-38.
[57]孟庆良,卞玲玲,何林,等.整合Kano模型与IPA分析的快递服务质量探测方法[J].工业工程与管理,2014,19(2):75-88.
[58]Parasuraman A,Zeithaml V,Berry L L.SERVQUAL:Multiple-Item scale for Measuring Customer Perception of Service Quality[J].Journal of Retailing,1988,67(1):12-40.
[2]Whitfield J,Webber D J.Which Exhibition Attributes Create Repeat Visitation?[J].International Journal of Hospitality Management,2011,30:439-447.
[3]罗秋菊.参展商参展决策研究:以东莞展览会为例[J].旅游学刊,2007,22(5):85-90.
[4]罗秋菊,保继刚.参展商参展目的、绩效评估及其相关关系研究:以东莞展览会为例[J].旅游科学,2007,21(5):57-65.
[5]李林,顾宝炎,施若.服务质量管理复杂性的研究[J].经济问题探索,2008,(9):89-92.
[6]Lee M,Lee S,Joo Y.The Effects of Exhibition Service Quality on Exhibitor Satisfaction and Behavioral Intentions[J].Journal of Hospitality Marketing & Management,2015,24:683-707.
[7]Anderson E W,Sullivan M W.The Antecedents and Consequences of Customer Satisfaction for Firms[J].Marketing Science,1993,12(2):125-143.
[8]Churchill G A,Surprenant C.An Investigation into the Determinants of Customer Satisfaction[J].Journal of Marketing Research,1982,19(4):491-505.
[9]Oliver R L,DeSarbo W S.Response Determinants in Satisfaction Judgments[J].Journal of Consumer Research,1988,14(4):495-507.
[10]Ok C,Back K,Shanklin C W.Service Recovery Paradox:Implications from an Experimental Study in a Restaurant Setting[J].Journal of Hospitality and Leisure Marketing,2006,14(3):17-33.
[11]Martilla J A,James J C.Importance-performance Analysis[J].Journal of Marketing,1977,41(1):77-79.
[12]巫景飞.我国经济型酒店服务质量的IPA分析[J].华东经济管理,2007,21(11):95-96.
[13]Matzler K,Sauerwein E,Heischmidt K.Importance-performance Analysis Revisited:the Role of the Factor Structure of Customer Satisfaction[J].The Service Industries Journal,2003,23(2):112-119.
[14]Kuo Ying-Feng,Chen Jing-Yu,Deng Wei-Jaw.IPA-Kano model:A New Tool for Categorising and Diagnosing Service Quality Attributes[J].Total Quality Management,2012,23,(7):731-748.
[15]Whitfield J,Dioko L A N,Webber D,等.Attracting Convention and Exhibition at Tendance to Complex MICE Venues:Emerging Data from Macao[J].International Journal of Tourism Research,2014,16:169-179.
[16]Breiter D,Milman A.At Tendees’ Needs and Service Priorities in a large Convention Center:Application of the Importance Performance Theory[J].Tourism Management,2006,27(6):1364-1370.
[17]Go F,Zhang W.Applying Importance-performance Analysis to Beijing as an International Meeting Destination[J].Journal of Travel Research,1997,35(4):42-49.
[18]Kang M-H,Sun S-J,Jo D.The Competitiveness of International Meeting Destinations in Asia:Meeting Planners’ Versus Buying Centers’ Perceptions[J].Journal of Convention & Event Tourism,2005,7(2):57-85.
[19]Kim W G,Kim H-C.The Analysis of Seoul as an International Convention Destination[J].Journal of Convention & Exhibition Management,2003,5(2):69-87.
[20]Lee M J,Back-J.Effects of Destination Image on Meeting Participation Intentions:Empirical Findings from a Professional Association and its Annual Convention[J].Service Industries Journal,2007,27(1):59-73.
[21]Oppermann M.Convention Destination Images:Analysis of Association Meeting Planners’ Perceptions[J].Tourism Management,1996,17(3):175-182.
[22]Whitfield J,Webber D J.Which Exhibition Attributes Create Repeat Visitation?[J].International Journal of Hospitality Management,2010,30(2):439-447.
[23]Wu A,Weber K.Convention Center Facilities,Attributes and Services:The Delegates’ Perspective[J].Asia Pacific Journal of Tourism Research,2005,10(4):399-410.
[24]苑炳慧,杨杰.基于参展商视角的展览环境评价与优化研究:以上海光大会展中心为例[J].旅游论坛,2009,2(1):120-124.
[25]张旭莺.展会现场服务观众满意度实证研究[D].上海:华东师范大学,2009.
[26]刘娇.基于参展商感知的会展服务质量评价研究[D].广州:华南理工大学,2012.
[27]王起静.基于协会会议参会者角度的会议城市竞争力研究:北京和上海之比较[J].北京第二外国语学院学报,2011,(11):67-74.
[28]李映洲,戚艳伟.基于IPA方法的“兰洽会”参展商满意度研究[J].科技管理研究,2011,(1):127-130.
[29]Deng W J.Using a Revised Importance-performance Analysis Approach:The Case of Taiwanese hot Spring Tourism[J].Tourism Management,2007,28(5):1274-1284.
[30]谭远玲,禇学宁,张在房.基于改进重要度绩效分析法的服务属性决策[J].上海交通大学学报,2011,45(9):1281-1287.
[31]Kano N,Seraku N,Takahashi F,等.Attractive Quality and Must-be quality[J].Hinshitsu,1984,14(2):147-156.
[32]Berger C,Blauth R,Boger D,等.A Special Issue on Kano’s Methods for Understanding Customer-defined Quality[J].Center for Quality Management Journal,1993,2(4):3-35.
[33]Yang C C.The Refined Kano’s Model and Its Application[J].Total Quality Management and Business Excellence,2005,16(10):1127-1137.
[34]Lee Y C,Huang S Y.A new Fuzzy Concept Approach for Kano’s Model[J].Expert Systems with Applications,2009,36(3):4479-4484.
[35]白涛,李中凯.基于模糊Kano模型的顾客需求重要度计算方法[J].中国机械工程,2012,23(8):975-980.
[36]孟文,韩玉启,何林.基于模糊Kano模型的顾客服务需求分类方法[J].技术经济,2014,33(6):54-58.
[37]Tontini G,Silveira A.Identification of Satisfaction Attributes using Competitive Analysis of the Improvement Gap[J].International Journal of Operations & Production Management,2007,27(5):482-500.
[38]Chen L H,Ko W C.A Fuzzy Nonlinear Model for Quality Function Deployment Considering Kano’s Concept[J].Mathematical and Computer Modeling,2008,48:581-593.
[39]Cecilia Garibay,Humberto Gutierrez,Arturo Figueroa.Evaluation of a Digital Library by Means of Quality Function Development(QFD) and the Kano Model[J].The Journal of Academic Librarianship,2010,36(2):125-132.
[40]Raharjo H,Aarnout C,Brombacher.On Integrating Kano’s Model Dynamics into QFD for Multiple Product Design[J].Quality and Reliability Engineering International,2010,26:351-363.
[41]李兴国,明艳秋,钟金宏.基于QFD和Kano模型的供应商选择方法[J].系统管理学报,2011,20(5):589-594.
[42]Chang K C,Chen M C.Applying the Kano Model and QFD to Explore Customers’ brand Contacts in the Hotel Business:A Study of a hot Spring Hotel[J].Total Quality Management,2011,22(1):1-27.
[43]Adilia H S.Kano Model and QFD Integration Approach for Ergonomic Design Improvement[J].Procedia Social and Behavioral Sciences,2012,57:22-32.
[44]Lai H J,Wu H H.A Case Study of Applying Kano’s Model and Anova Technique in Evaluating Service Quality[J].Information Technology Journal,2011,10(1):89-97.
[45]Chen T L,Lee Y H.Kano two-dimensional Quality Model and Important Performance Analysis in the Student’s Dormitory Service Quality Evaluation in Taiwan[J].The Journal of American Academy of Business,2006,9(2):324-330.
[46]Kuo Y F,Chen J Y.IPA-Kano model:A new Tool for Categorizing and Diagnosing Service Quality Attributes[J].Total Quality Management & Business Excellence,2012,23:731-748.
[47]Geng X L,Chu X N.A new Importance-performance Analysis Approach for Customer Satisfaction Evaluation Supporting PSS Design[J].Expert Systems with Applications,2012,39:1492-1502.
[48]Arabzad S M,Bahrami M,Ghorbani M.Integrating Kano-DEA Models for Distribution Evaluation Problem[J].Procedia-Social and Behavioral Sciences,2012,41:506-512.
[49]Baki B,Basfirinci C S,Murat A R.An Application of Integrating SERVQUAL and Kano’s Model into QFD for Logistics Services:A Case Study from Turkey[J].Asia Pacific Journal of Marketing and Logistics,2009,21(1):106-126.
[50]施国洪,岳江君,刘庆广.基于Kano模型的SERVQUAL量表的实证分析[J].图书情报研究,2009,9(2):18-45.
[51]Su C T,Lin C S,Chiang T L.Systematic Improvement in Service Quality through TRIZ Methodology:An Exploratory Study[J].Total Quality Management and Business Excellence,2008,19(3):223-243.
[52]Lee Y C,Lin S B,Wang Y L.A new Kano’s Evaluation Sheet[J].The TQM Journal,2011,23(2):179-195.
[53]Chen Y H,Su C T.A Kano-CKM Model for Customer Knowledge Discovery[J].Total Quality Management and Business Excellence,2006,17(5):589-608.
[54]Berger C.Kano’s Methods for Understanding customer-defined Quality[J].Center for Quality Management Journal,1993,2(4):3-36.
[55]李德盛,赖福来.整合Kano模型与IPA应用与钢线服务品质之研究:以SH公司为例[J].创新与管理,2011,(3):125-148.
[56]Matzler K,Hinterhuber H H.How to make Product Development Projets more Successful by Integrating Kano’s Model of Customer Satisfaction into Quality Function Deployment[J].Technovation,1998,18(1):25-38.
[57]孟庆良,卞玲玲,何林,等.整合Kano模型与IPA分析的快递服务质量探测方法[J].工业工程与管理,2014,19(2):75-88.
[58]Parasuraman A,Zeithaml V,Berry L L.SERVQUAL:Multiple-Item scale for Measuring Customer Perception of Service Quality[J].Journal of Retailing,1988,67(1):12-40.
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