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핵심어 |
전시회(Exhibition), 만족도(Satisfaction), 모터쇼(Motor show),참관동기(Motivation), 중요도-만족도분석(IPA) |
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초록 |
The objectives of this research are to compare and analysis between Importance of motivation and satisfaction for 2017 Seoul Motor show attendees using IPA. Questionnaires were derived from the literature reviews and data was collected with a structured questionnaires at the ‘2017 Seoul Motor Show’ on April 6th, 8th. 438 samples were used for statistical analysis such as reliability test, factor analysis, T-test, and IP analysis. The results of this study will provide important data to activate Motor show and develop marketing strategies. The main results were as follow. Depending on the outcome of IPA the factors such as ‘To see brand new cars’, ‘To see concept cars’, ‘uniqueness of Motor show’, ‘Attractiveness of Motor show’, ‘To see special exhibition’ showed high importance and high satisfaction of attendees. These factors should be maintained or strengthened. Those can be pull factors for attendees coming Motor show. However, adequate efforts have to be allocated to improve some factors such as ‘To form amity with family’, ‘To interact with experts’, ‘To satisfy the needs of learning’. Therefore, some exhibition contents that can help attendees to acquire professional skills and programs for attendees with family should be developed. |
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