國際商業展覽通路績效之顧客滿意度研究.DOCVIP

國際商業展覽通路績效之顧客滿意度 吳碧珠，中國科技大學行管系助理教授，國立台北大學企研所博士候選人 Pi- Chu Wu Assistant Professor, China University of Technology, Taiwan Doctoral student, Graduate Institute of Business Administration, National Taipei University, R.O.C. 摘要 國際商業展覽為企業行銷，國際商業展覽每年舉辦的場次、規模都在迅速增加之中，參展廠商也都希望透過參國際商業展覽獲得實際的銷售績效或拓展市場能見度。因此，本研究透過台灣國際半導體展對參的來賓發放問卷，attendee)對國際商業展覽中各項指標滿意，。研究的結果在實務可供參展廠商與主辦單位瞭解前往觀看國際商業展覽的目的與滿意程度，作為改進下次舉辦國際商業展覽的主要意見。在學術上關鍵字：國際商業展覽，半導體產業，顧客滿意度，展覽績效。Abstract International trade show is one of the significant components of enterprises’ marketing and selling strategies. The number of shows and scales of international trade shows have been increased rapidly each year. Through joining international trade shows, the exhibitors hope to obtain actual sales performance or approach the customers, extend the market visibility, and promote their images. However, what deserve to be discussed thoroughly are the goals and necessary plans implementations that the exhibitors desire to achieve when joining particular trade shows. Therefore, through distributing questionnaires to the guests who join International Semiconductor Trade Show of Taiwan, this study used the viewpoints of each index’s satisfaction provided from the attendees towards international trade show to discuss the functions of trade show and evaluate its performance. The study result showed that with regard to the significance of trade show’s performance, this study used principal component analysis of “factor analysis” to get five major factors, which were training encouragement, information collecting, sales activity, problem solving, and relationship establishment according to the significance of performance. At the same time, pair t-test was carried out to compare the significance and satisfaction of original questions, the result showed that the attendees felt disappointed to the non-selling indices, such as obtaining information of new products or the latest information of industry’s development. In addition, the signifi