訪客對農業博覽會的服務品質之重視度與滿意度關係研究－以2018年馬來西亞國際農業工藝展爲例

馬來西亞在2016年首次舉辦農業工藝展，以成為最專業、最全面的農業貿易展覽會為目標，致力於為馬來西亞和國際市場參與者提供獨家產品和技術展示。本研究研究目的在於探討2018年馬來西亞國際農業工藝展服務品質的重要性；訪客對於馬來西亞國際農業工藝展服務品質的滿意度與重視度之間的關係；根據展覽會場服務品質的提升作出適當建議。本研究以2018馬來西亞國際農業工藝展參展訪客做為問卷調查與研究對象，以敘述統計分析、信度分析、Pearson相關分析、獨立樣本t檢定、等統計方法進行分析與驗證，本研究結果如下:參加次數和重視度有顯著關係、訪客重視度與滿意度之間呈正相關，題項「農博會的自助餐廳優惠」、「農博會的保安人員專業態度」為需改善之優先項目，並建議展場未來可以籌劃不同農業主題以吸引廠商與訪客再訪、多鼓勵農民(種植業、養殖業)多參加農博會，以提升農業技術。

關鍵字

服務品質；博覽會；滿意度；服務期望

並列摘要

Malaysia International Agricultural Technology Exhibition first held in 2016. Agri Malaysia aims to be the most professional and comprehensive agricultural trade exhibition dedicated to local and international market players for an exclusive product and technology showcase. The purpose of this study is to explore the importance of service quality in Malaysia International Agricultural Technology Exhibition; Visitors' satisfaction and importance to the service quality of the Malaysia International Agricultural Craft Exhibition; Make appropriate recommendations for service quality of the exhibition. We surveyed the visitors from Malaysia International Agricultural Technology Exhibition in 2018 by surveyed-questionaire method and then analyzed the data with descriptive statistics analysis, reliability analysis, Pearson correlation analysis, analysis of variance, T-test and Importance- Performance Analysis. The empirical results could summarized as follows; first, there is a significant relationship between the times of participation and the importance degree of service quality. There is a positive correlation between importance and satisfaction of service quality. "The buffet restaurant in the exhibition" and the "Professional Attitude of security guard" are items that need to improve. The results from this study suggest that the exhibition can have different agricultural themes in the future to have more visitor revisit, and encourage farmers (planting and aquaculture) to participate in agricultural fairs to enhance agricultural technology in Malaysia.