게임전시회 서비스품질의 수정된 중요도-성취도 연구 : 게임관여도에 따른 그룹의 차이비교 연구

Abstract

An industrial exhibition is an effective means of introducing new products, services, and technologies to the potential market and facilitating interaction between exhibitors and visitors. Since the gaming industry is also under severe competitive pressure, industrial exhibitions play an important role in reaching the potential market. The purpose of this study was to examine important service quality attributes rated by visitors participating in the global gaming exhibition, G-STAR 2014 held in Busan, South Korea. In this study, a revised importance-performance analysis (revised IPA) was used to derive the critical exhibition attributes for building effective marketing strategies. In addition, it is to examine differences of the IPA matrix rated by two different groups (i.e., high and low game involvement groups) divided based on previous G-STAR experience and game involvement. An onsite survey of visitors at the G-STAR held in Busan Exhibition and Convention Center (BEXCO) was conducted and 404 respondents were participated in this study. The results of this study provided a list of service quality items that guided appropriate action for effective management of the representative industrial exhibition in the gaming industry (the G-STAR). The results also indicated that there were similarities and differences on the revised IPA matrixes derived from the participants in the G-STAR divided into two groups based on their game involvement. The study demonstrated the usefulness to visualize service quality items on the revised IPA matrix derived from visitors in the G-STAR venue and suggested practical implications.