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자료유형
학술저널
저자정보
저널정보
한국항공경영학회 한국항공경영학회지 한국항공경영학회지 제9권 제1호
발행연도
2011.1
수록면
3 - 26 (24page)

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This study will explore the effect of images and involvement customers get from an exhibition visit into perceived value and customers’ satisfaction toward the exhibition, and the effect of perceived value toward the exhibition into customers’ satisfaction. It will also explore how the two above effects are correlated to the customers’ willingness to revisit. It aims to give suggestions to people in exhibition industry in terms of marketing, in order to boost the industry. The results of analysis can be summarized as follows: First, perceived image is subjective feelings about the exhibition got from the exhibition visit, and it seems to have an important effect on emotional image which is almost comprehensive valuation to the exhibition. Second, the customers’ satisfaction gets high when the customers feel the exhibition is much worth coming than their efforts to visit the show. Third, to raise involvement from the customers, exhibition planners should have the right concepts of the exhibition and induce the customers’ high involvement through effective marketing and advertising. Forth. It has been turned out that the customers’ satisfaction has a positive relationship with their willingness to revisit.This study showed that images and involvement the customers get from the exhibition are important predictors of perceived value, customers’ satisfaction, and revisit intention. In addition, the implications, research limitations and future research directions of the present research results were suggested in the conclusion part.

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