服务公平性、消费价值对会展参展商口头宣传意向的影响  

Impact of Exhibition Participant’s Perception of Service Justice,Customer Value on Their Word-of-Mouth Intentions

作　　者：谢礼珊[1] 林勋亮[2] Xie Lishan;Lin Xunliang(CD School of Business,Sun Yat-sen University;School of Management,Guangdong University of Business Studies)

机构地区：[1]中山大学管理学院 [2]广东商学院管理学院

出　　处：《营销科学学报（辑刊）》2009年第3期118-132,共15页Journal of Marketing Science

基　　金：国家自然基金项目“服务公平性理论及其应用”(70572055)的资助.

摘　　要：本文以会展参展商为调研对象,采用实证研究方法探讨参展商感知的服务公平性、消费价值、满意感、信任感对口头宣传意向的影响.数据分析结果表明:参展商感知的交往公平性和程序公平性直接影响参展商对展览组织者的满意感;结果公平性和信息公平性对参展商感知的消费价值有直接的影响;信息公平性还直接影响参展商对展览组织者的信任感;参展商对展览组织者的满意感和信任感直接影响参展商的口头宣传意向.本文对会展组织者如何为参展商提供专业优质的服务,提高展览的消费价值,赢得参展商的良好的口碑宣传有一定的借鉴意义."This study aims to investigate the relationship between exhibitions participants’perception of service justice,customer value,satisfaction,trust and their Word-of-Mouth intentions.According to the results of data analysis,the author got the following conclusions:Procedural justice and interaction justice have direct impact on customer satisfaction.Distributive justice and informational justice have direct impact on customer value.Informational justice has also direct impact on customer trust.Exhibitions participants’satisfaction and trust on exhibitions organizer all have significant positive impacts on their Word-of-Mouth intentions.The conclusion of this research has theoretical and practical implication for exhibition organizers to increase the service quality and consumer value,and to gain the positive Word-of-Mouth from exhibition participants.

关 键 词：服务公平性 消费价值 口头宣传意向 

分 类 号：F42[经济管理—产业经济]