展覽服務品質量表的發展與驗證

會議展覽產業不僅提供相關業者交流及交易的平台，也為餐旅、運輸、零售、印刷、娛樂、廣告、設計裝潢等多項相關產業提供許多就業機會，因而會議展覽產業創造許多經濟利益；但卻缺乏適當屬性來評估展覽服務品質，因此發展衡量展覽服務品質量表，將極具研究與實務應用價值。本研究目的在於發展與驗證展覽服務品質因素構面與衡量題項，研究結果可填補學術理論之缺口，並可提供專業買主作為評估展覽服務品質之重要工具，期望對學術研究與實務應用有所助益。首先經由文獻回顧並觀察由主辦單位、展覽場擁有者及參展廠商等三個主體所組成提供展覽服務之實務現象，本研究將展覽服務品質定義為「專業購買之參觀者在參觀後對展覽服務的實際知覺」，依據Parasuraman, Zeithaml & Berry(1988)發展SERVQUAL量表包含有形性、可靠性、反應性、保證性、關懷等五個因素構面，及基於互動品質與商店氣氛等變數，對於展覽服務品質評估之重要性，據以在上述五個服務品質因素構面，加入互動性與展場氣氛兩個變數，予以建構觀念性架構。本研究參考Parasuraman, Zeithaml & Berry(1988)、Hansen(2004)、Aug(2005)、Li(2007)予以歸納發展出包括展場氣氛構面7個題項、有形性構面12個題項、可靠性構面4個題項、反應性構面3個題項、保證性構面4個題項、關懷性構面12個題項、互動品質構面8個題項，合計七個因素構面共50個衡量題項，所有題項均採用Likert五點尺度衡量。其次針對參觀展覽之專業買主進行訪談，蒐集對展覽場服務品質屬性的重要性程度，據此確認展覽服務品質之因素構面與衡量題項，並予以建構展覽服務品質之結構式問卷，再選擇台北世界貿易中心研究範圍，針對參與展覽之專業買主為研究對象進行問卷調查。總計得到411份有效樣本，依據主辦單位（共12個題項）、展覽場（共9個題項）與參展廠商（共29個題項）等三方面所提供的展覽服務屬性分別進行探索性因素分析，經刪除因素負荷量低於0.5或因素負荷量跨二個因素之題項後，因素分析結果萃取出「主辦單位」所歸屬之「展覽場氣氛、可靠性、展覽場規劃與佈置」等3個服務品質因素共12個題項、「展覽場擁有者」歸屬之「資訊提供、展覽場環境」等2個服務品質因素共7個題項及由「參展廠商」歸屬之「保證性、互動性、關懷、攤位服務、攤位設計、展前邀約」等6個服務品質因素共24個題項，合計共11個因素構面及43個題項。其累積解釋變異量分別為57.776%、62.414%、65.131%，11個因素中，除「展覽場環境」因素之Cronbach's為0.63外，其餘10因素之Cronbach's α介於0.73.92之間，顯示量表之建構效度與信度俱佳。為了驗證及確定因素構面與衡量題項，接著進行驗證性因素分析，結果顯示整體模式之適配尚佳，個別題項信度、構念成份信度、平均抽取變異及鑑別效度，亦均達到可接受水準。最後再進行二階驗證性因素分析，藉此探討展覽服務品質潛在構念與11個因素構面之相關性，經由相關係數的比較分析各因素構面對展覽服務品質潛在構念之解釋力，分析發現「參展廠商」所歸屬之服務屬性相關係數高而較具解釋力，其中以「互動性」因素之相關係數0.5419為最高，足證互動性品質對於展覽服務品質具有決定性的影響，可提供舉辦展覽相關單位提升展覽服務品質之策略性建議。此外，本研究所發展及驗證之展覽服務品質因素構面與衡量題項，可提供專業買主作為評估展覽服務品質之重要工具。

關鍵字

會議展覽產業；展覽；服務品質

並列摘要

The meetings, incentives, conventions, and exhibitions (MICE) industry offers not only industrial communication and business opportunities for related industries, but also many employment opportunities in hospitality, transportation, retailing, printing, amusement, advertisement, and decoration designs are provided, thus, MICE industry creates numerous economic benefits. Unfortunately, exhibitions service suffers from a major problem: lack of appropriate exhibitions service attributes for evaluating quality. Therefore, developing a measurement of service qual ity scale for exhibitions service context would have much research value and practice implications. The purpose of this study was to develop and validate the dimensions and measurement items for assessing the service quality on exhibitions service context. On the basis of the research results, we hope to fill the gape of academic theory and offer an assessment tool of exhibitions service quality for professional buyers, in addition, the findings will be helpful to academic research and practical applications. Firstly, according to literature reviews and related practical phenomenon of exhibitions service which compose of exhibition organizer, venue owners and exhibitors for offering exhibition services, the measurement items of structural questionnaires were obtained by consideration of the attributes on the exhibitions service. The ＂exhibitions service quality＂ construct is defined as ＂professional buyers evaluated what the practical perceptions at exhibitions.＂, Parasuraman, Zeithaml & Berry (1988) proposed five dimensions including tangibles, reliability, responsiveness, assurance and empathy were adopted. In addition, based on the importance of ＂exhibitions atmosphere＂ and ＂interactive quality＂ for assessing exhibitions service quality, this two dimensions are added for construction of conceptual framework. In this study, exhibitions service quality was measured as 50 items which are referred to Parasuraman, Zeithaml & Berry (1988); Hansen (2004); Aug (2005); Li (2007). The exhibitions servi ce quality scale consists of 7 items of ＂exhibitions atmosphere＂ dimension; 12 items of ＂tangibles＂ dimension; 4 items of ＂reliability＂ dimension; 3 items of ＂responsiveness＂ dimension; 4 items of ＂assurance＂ dimension; 12 items of ＂empathy＂ dimension; and 8 items of ＂interaction＂ dimension, a total of 7 dimensions and 50 items were obtained, all measures are 5-points Likert type scales. Secondary, interviewing of professional buyers' representatives were conducted to collect the importance of the relevant attributes on this specific context and construct a structural exhibitions services quality scale. Taipei World Trade Center was selected to be research the scope; professional buyers were selected to constitute our study samples. A total of 411 usable samples were obtained. The exhibitions service quality scale consists of 12 items of show management organizers offering exhibitions services, 9 items of venue owners' offering exhibitions services, and 29 items of exhibitors offering exhibitions services. Explored factor analysis was undertaken to test the scales' constructed validity, the items' factor loading lower than 0.5 or the items across two factors were deleted. The findings indicated that 12 items and three factors of ＂exhibitions atmosphere, reliability, and planning and layout of venue＂ of responsible for exhibitions organizer were extracted; 7 items and two factors of ＂in formation offering, exhibitions environment＂ of responsible for venue owners were extracted; and 24 items and six factors of ＂assurance, interaction, empathy, booth service, booth design and pre-exhibition invitation＂ of responsible for exhibitors were extracted. A total of 11 factors and 43 measurement items were obtained. The three of cumulative explained variance were 57.776%, 62.414%, and 65.131%, the exhibitions environment factor' Cronbach's was 0.63, the others ten factors' Cronbach's were from 0.73 to 0.92. In sum, those reports showed that both of scale' construct validity and reliability were good enough. Then, confirmative factor analysis was undertaken to validate and identify the dimensions and the measurement items, the findings indicate that the structural model employed fits the data so well, individual item reliability, composite reliability, average variance extracted and discriminate validity were acceptable as well. Finally, second-order confirmative factor analysis was undertaken to explore the correlation of 11 factors and latent variable of exhibitions service quality, comparative analysis of the correlation coefficient was used to explore the explanatory powers between 11 factors and latent variable of exhibitions service quality. The findings indicated that the correlation coefficient and explanatory powers were high on related service attributes responsible for exhibitors in which the highest correlation coefficient of ＂interaction＂ factor was 0.5419, therefore, the interaction quality has critical effects on exhibitions service quality was evidenced. On the basis of the research results, th e concrete and strategic suggestions of upgrading the exhibitions service quality are offered for related units or organizations of organizing exhibitions. In addition, the development and validation of dimensions and measurement items on exhibitions service quality of this study are offered to serve as an important tool for professional buyers to assess the service quality on exhibitions service context.