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http://dx.doi.org/10.5392/JKCA.2019.19.01.163

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

Lee, Chan-Do (중부대학교 엔터테인먼트학과)
Publication Information
The Journal of the Korea Contents Association / v.19, no.1, 2019 , pp. 163-173 More about this Journal
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;
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Times Cited By KSCI : 4  (Citation Analysis)
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