Wu, Hung Che 2016, Exhibition Service Quality

Event Management, Vol. 20, pp.
565–591 1525-9951/16 $60.00 + .00

Printed in the USA. All rights reserved. DOI: http://dx.doi.org/10.3727/152599516X14745497664514
Copyright © 2016 Cognizant, LLC. E-ISSN 1943-4308
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A STUDY OF EXHIBITION SERVICE QUALITY, PERCEIVED VALUE,

EMOTION, SATISFACTION, AND BEHAVIORAL INTENTIONS
HUNG-CHE WU,* CHING-CHAN CHENG,† AND CHI-HAN AI*
*Business School, Nanfang College of Sun Yat-sen University, Guangzhou City,

Guangdong Province, China
†Department of Food & Beverage Management, Taipei College of Maritime Technology,
Taipei City, Taiwan
This study aims at identifying the dimensions of exhibition service quality and examines the inter
relationships among exhibition service quality, perceived value, emotions, satisfaction, and behavioral
intentions for exhibition attendees. Data were collected using a convenience sample of 596 attendees
who were leaving the 4th Macau International Education Expo (MIEE) in the Venetian Macau
Resort Hotel. The findings indicate that there are 4 primary dimensions and 13 subdimensions of
exhibition service quality perceived by exhibition attendees. The results of this study will assist exhi-
bition management in developing and implementing market-orientated service strategies to increase
exhibition service quality, enhance satisfaction, and create favorable future behavioral intentions.
Key words: Exhibition service quality dimensions; Satisfaction; Behavioral intentions;

Multidimensional and hierarchical model; Exhibition attendees
Introduction was part of. Since then, international-branded

casino resorts such as Galaxy Starworld, MGM
Macau, a special administrative region in China, Grand Paradise, City of Dream, Venetian Macau,
has been known as the “Las Vegas of the East.” SJM, and Wynn Macau were introduced in Macau.
From the start, the Macau government has embraced They were all built with large exhibition facilities.
the concept of combining the gaming industry with A total of 227 exhibitions were held in the second
tourism and exhibition industries (So, Li, & Lehto, quarter of 2014, one less than the number of exhi-
2011). The Macau Government announced the lib- bitions held in the same period last year. However,
eralization process and through this several state- there was an increase in the number of exhibitions
ments were made in which tourism development held in town, with the total number of attendees
Address correspondence to Dr. Hung-Che Wu, Ph.D., Associate Professor, Business School, Nanfang College of Sun Yat-sen University,
Wen Quan Town, Conghua, Guangzhou City, Guangdong Province, China 510970. Tel: +86-13533567158; Fax: +86-2061787368;
E-mail: wuhungche66@gmail.com
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566 WU, CHENG, AND AI
rising by 139% year on year to reach 522,000 happy or delighted to being dissatisfied, where
(“Briefs: Exhibitions With Moore Visitors,” 2014). people can become angry or melancholy (Bagozzi,
However, Macau’s exhibition sector is still at an Gopinath, & Nyer, 1999; Oliver, Rust, & Varki,
early stage of development and formal academic 1997). Several studies note that emotions have
studies remain scarce (So et al., 2011; Wan, 2011). been considered a significant predictor of satisfac-
Service quality has been identified as an impor- tion (Mano & Oliver, 1993) and behavioral inten-
tant driver of satisfaction and behavioral intentions tions (Martin, O’Neill, Hubbard, & Palmer, 2008).
on a theoretical basis for the exhibition industry Even though research has developed these relation-
(e.g., Esu, 2014; Lin & Lin, 2013; Theodorakis, ships (Bagozzi et al., 1999), the influences of emo-
Kaplanidou, & Karabaxoglou, 2015; Wong, Wu, tions on intentions to return or revisit the exhibition
& Cheng, 2014; H. C. Wu, Ai, Yang, & Li, 2015; have received little attention in exhibition research
H. C. Wu, Cheng, & Hsu, 2014). In some industries, (X. S. Wang, 2010).
quality may have a significant positive relationship Despite the contribution exhibitions make to the
on satisfaction, which may not be the case in other tourism industry, few studies have paid attention to
industries (Al-Hawari & Ward, 2006). Dabholkar, identifying the primary and subdimensions of exhi-
Shepherd, and Thorpe (2000) argue that satisfac- bition service quality and linked these constructs
tion is a strong mediator of the effect of quality on to behavioral intentions using a multidimensional
behavioral intentions. Satisfaction assessment is and hierarchical model (e.g., Clemes, Gan, & Ren,
fundamental to the well-being of attendees, to the 2011; Esu, 2014; Jung, 2005; Theodorakis et al.,
profits of exhibition centers hosting exhibitions, 2015). Also, little research has explored the relative
and to the stability of destinations and exhibition importance of the primary and subdimensions of
centers (Oliver, 1997). A meta-analysis of quality exhibition service quality as perceived by attendees
studies by Carrillat, Jaramillo, and Mulki (2009) when they evaluate their exhibition visiting experi-
reveals that quality is a major determinant of sat- ences (Kim, Lee, & Love, 2009; So et al., 2011;
isfaction, which in turn plays an important role in A. Wu & Weber, 2005).
eliciting behavioral intentions. However, it is note- In order to fill the gaps in insufficient exhibition
worthy that the influence of quality on satisfaction literature based on the aforementioned review, there
and behavioral intentions can vary from one indus- are three research objectives in this study. The first
try to another (Fornell, 1992) and the perceived objective is to identify the dimensions of exhibition
importance of each quality dimension can also vary service quality as perceived by exhibition attendees
across cultures (M. Lee & Ulgado, 1997). Since through a multidimensional and hierarchical frame-
the last two decades, the research in services mar- work. The second objective is to examine the rela-
keting has revealed that behavioral intentions can tionships among exhibition service quality, value,
be explored from three attitudinal aspects: service emotions, satisfaction, and behavioral intentions as
quality, satisfaction, and perceived value (Jen, Tu, perceived by exhibition attendees using a multidi-
& Lu, 2011). Cronin, Brady, and Hult (2000) indi- mensional and hierarchical modeling framework.
cate that perceived value may be a better predictor The third objective is to identify the least and most
of behavioral intentions than service quality or sat- important dimensions of exhibition service quality
isfaction. Zeithaml (1988) proposes the concept of as perceived by exhibition attendees.
perceived value, which simultaneously combines
the benefit and cost aspects to explain behavioral
intentions. However, little exhibition literature Literature Review
focuses on the interrelationships between perceived
Exhibition Service Quality
value, exhibition service quality, satisfaction and
behavioral intentions (e.g., Lin & Lin, 2013; Severt, Parasuraman, Zeithaml, and Berry (1985) define
Wang, Chen, & Breiter, 2007; Siu, Wan, & Dong, service quality as “the degree and direction of dis-
2012; Theodorakis et al., 2015; X. S. Wang, 2010). crepancy between customer service perceptions
The emotional outcomes resulting from service and expectations” (p. 41). Namely, service quality
quality can range from being satisfied and thus is a comparison between consumers’ expectations

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BEHAVIORS INTENTIONS OF EXHIBITION ATTENDEES 567
and their perceptions of service actually received. of the service exchanged, or the overall utility
Parasuraman, Zeithaml, and Berry (1988) developed of a product based on the perceptions of what is
an instrument for measuring service quality; namely, received and what is exchanged (Zeithaml, Berry,
the SERVQUAL model, which they propose as a & Parasuraman, 1988). According to the equity
“basic skeleton” for use “across a broad spectrum of theory, a customer evaluates what is fair, right,
service.” However, it is apparent that SERVQUAL or deserved for the perceived cost of the offering,
may not be sufficient for measuring service quality including monetary payments and nonmonetary
across different industries and situations. The word- sacrifices, such as time consumption, energy con-
ing and subject of some individual items need to be sumption, and stress experienced by customers
customized to each service setting (Carman, 1990). (Z. Yang & Peterson, 2004).
Caruana, Ewing, and Ramaseshan (2000) investi- According to Cronin et al. (2000), the existing
gate the usefulness of the revised SERVQUAL and relation between perceived value, satisfaction,
conclude that the addition of minimum expectations and service quality is a recurrent subject in the lit-
has added little that is of incremental value to the erature of services. Zeithaml et al. (1988) propose
measurement of service quality. that service quality results in perceived value. In
As the purpose of this study is to measure exhi- general, perceived value is relevant to satisfaction
bition service quality, given the unique features of (C. Wang, Lu, & Xia, 2012), and it therefore influ-
exhibitions themselves and the well-cited inability ences customer behavior and services marketing
for the SERVQUAL scale to be replicated across (Gianfranco, Thomas, & Holger, 2008). A thorough
different service contexts, the attributes and dimen- investigation of such relationships reveals that the
sions considered in this study should be specific to effect of service quality features on satisfaction is
this particular context and may need further investi- inconsistent if perceived value is present in organiza-
gation. From the study of the determinants of exhi- tions (Caruana, Money, & Berthon, 2000). However,
bition service quality as perceived by attendees, the interrelationships between perceived value, sat-
Jung (2005) analyzes the exhibition service qual- isfaction, and service quality receive little attention
ity construct by categorizing 24 variables. Booth in an exhibition context (Susyarini, Hadiwidjojo,
management, registration, contents, exhibition and Supartha, & Rohman, 2014).
booth attractiveness, booth layout and function,
and access have been considered to be the decisive
Emotions
features for exhibition service quality. In contrast
to earlier models that include only process-related Westbrook (1987) indicates that emotions have
dimensions (McDonald, Sutton, & Milne, 1995; been considered a mental reaction consciously
Theodorakis, Kambitsis, & Laios, 2001), recent experienced as a subjective feeling state. Alterna-
empirical findings suggest the incorporation of tively, Bagozzi et al. (1999) define emotions as a
both process- and outcome-related dimensions to psychological state of preparation that arises from
fully capture exhibition service quality. Specifically, cognitive appraisals of exhibitions or thoughts.
several researchers (Lin & Lin, 2013; Theodorakis Koelemeijer, Prevo, Pieters, and Roest (1995) divide
et al., 2015) use the dimensions of interaction, emotions between reactive and goal directed. Some
physical environment, along with outcome and services are sought for the emotions they bring the
access quality to assess exhibition service quality in consumer, which may be labelled goal directed.
major exhibitions. Based on the aforementioned lit- Other emotions are reactions to the service that the
erature review, exhibition service quality has been consumer receives, and may be either intentional
suggested to be a multidimensional concept (Jung, or unintentional. Ryu and Jang (2007) and J. Yang,
2005; Lin & Lin, 2013; Theodorakis et al., 2015). Gu, and Cen (2011) argue that the environmental
exhibition will generate an emotional state in an
individual that can be characterized as one of two
Perceived Value
emotional states: pleasure and arousal. Pleasure
Perceived value is identified in previous research refers to the extent to which individuals feel good,
as the benefit received by customers for the price happy, pleased, or joyful in a situation, whereas

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arousal denotes the degree to which individuals Satisfaction

feel stimulated, excited, or active. Therefore, the
Yuan and Jang (2008) define satisfaction as
exhibition attendee emotions during their visiting
“a customer’s overall reaction to a product or ser-
experiences in this study comprise pleasure and
vice” (p. 280). Esmailpour, Zadeh, and Hoseini
arousal (Ryu & Jang, 2007; J. Yang et al., 2011).
(2012) conceptualize satisfaction as a consumer
Emotions have a phenomenological tone, which
judgment incorporating cognitive and affective
is accompanied by physiological processes, and
evaluations after their use or consumption expe-
is often expressed physically (e.g., in gestures,
rience. A review of the literature indicates that
posture, facial features). It may result in spe-
limited attention has been paid to the exhibition
cific actions to identify or deal with the emotion,
attendee perspective (Zhang, Qu, & Ma, 2010).
depending on its nature and meaning for the person
Attendees’ satisfaction is crucial to the success of
who has it (Bagozzi et al., 1999; Erevelles, 1998).
the destination, because it has a positive influence
For example, an attendee becomes excited when he
on revisit intention and factor of loyalty (Stevens,
or she is amazed by an entertainment show held in
Knutson, & Patton, 1995). A satisfied attendee may
an exhibition. As the role of customer emotions is
spread positive word-of-mouth communications,
of high importance in such services, previous stud-
thus contributing to the improved perceptions of
ies have demonstrated the importance of emotions
the exhibition. However, the existing literature
experienced in defining consumption experiences
has given inadequate attention to the exhibition
and consumer reactions (Jang & Namkung, 2009;
attendees. This study attempts to evaluate the
Y. K. Lee, Lee, Lee, & Babin, 2008). Although a few
overall satisfaction of exhibition attendees based
psychological studies have investigated the accu-
on their overall participation experience. The com
racy of emotional memory recall (Levine, 1997),
petition among conference destinations and ven-
little exhibition literature focuses on attendees’
ues has stressed the need for the evaluation of the
emotions (Kuo, 2013).
exhibition attendees’ satisfaction, although rela-
Several researchers (Barsky & Nash, 2002;
tively few studies have investigated variables that
Cronin et al., 2000; Oliver & Westbrook, 1993)
influence conference satisfaction (Dragićević,
indicate that customers’ emotions constitute an
Blešić, & Stankov, 2010; T. Lu & Cai, 2011;
essential element of satisfaction construct. The
Severt et al., 2007).
acknowledgement of the central role of emotions
in a consumption process results from discontent
with previously adopted, predominantly cognitive
Behavioral Intentions
explanations of satisfaction (Bagozzi et al., 1999;
Oliver, 2010). On the other hand, the emotional Fishbein and Ajzen (1975) define behavioral
outcomes resulting from service quality can range intentions as “a measure of the strength of one’s
from being satisfied and thus happy or delighted intention to perform a specific behavior” (p. 288).
(Oliver et al., 1997) to being dissatisfied, where Behavioral intentions have been studied by exam-
we can become angry or melancholy (Bagozzi et ining two variables: word-of-mouth behavior and
al., 1999; Oliver et al., 1997). Researchers have intentions to return. The importance of satisfac-
looked at the influences of emotions on behavioral tion as it relates to the customer’s future decision
intentions (White & Yu, 2005) and found that emo- making has been confirmed by Swan and Combs
tions influence complaint behavior, word of mouth, (1976), citing satisfaction as a postpurchase atti-
and switching behavior. Even though research tude that effects cognitive and affective aspects in
has developed these relationships (Bagozzi et al., prepurchase, purchase, and postpurchase phases of
1999), the influences of changing emotions, unex- buying goods and/or receiving services. Alterna-
pected emotions, and unfulfilled emotions on tively, behavioral intentions can be studied through
transaction-specific outcomes of core and periph- the intention to revisit and intentions to recommend
eral aspects and intentions to repurchase in the (Severt et al., 2007).
performing arts have received little attention in Satisfaction and future intentions have been
research (White & Yu, 2005). identified as important variables to measure an

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organization’s success (Baker & Crompton, 2000). attendees form their perceptions of each of the sub-
Satisfaction is an antecedent of future behavior dimensions and pertaining primary dimensions in
(C. K. Lee, Yoon, & Lee, 2007; Thrane, 2002), the order to form a perception of overall exhibition
latter proving a key element, because it increases service quality. The attendee perception of exhi-
the organization’s revenue, cuts the cost of attract- bition service quality influences value and emo-
ing clients, and provides a positive means of com- tions, respectively. Subsequently, exhibition service
munication (Baker & Crompton, 2000; Petrick, quality, perceived value, and emotions influence
2004). Previous studies have indicated that satis- satisfaction. Finally, behavioral intentions are
fied customers will have intentions to return to an influenced by exhibition service quality, satisfac-
organization, whereas dissatisfied customers do not tion, and emotions, respectively. Figure 1 illustrates
have intentions to return (Bowen & Chen, 2001; the research model. The proposed subdimensions
Oliver, 1997) and therefore exit to another orga- of exhibition service quality in the research model
nization or service. Several researchers attempt to have been identified by an extensive review of the
find the relationship between exhibition attendees’ existing services marketing literature and using the
satisfaction and behavioral intentions. Jung (2005) results obtained in focus group interviews.
indicates that exhibition attendees’ satisfaction is
critical in determining behavioral intentions regard-
Interaction Quality
ing next year’s return. In Severt et al.’s (2007)
study, attendees who feel happy with the educa- Interaction quality is referred to as how the ser-
tional benefits report a stronger satisfaction with vice is delivered (Brady & Cronin, 2001). The lit-
the conference and are more likely to return and tell erature identifies four subdimensions of interaction
others to attend the exhibition. Although much of quality: (a) attitude (Pollack, 2009); (b) behavior
the literature focus has been from the meeting plan- (Clemes, Shu, & Gan, 2014); (c) problem solving
ners and destination marketing viewpoint, the cus- (Dabholkar et al., 1996); and (d) expertise (H. C.
tomer focus is essential because financial success Wu, 2013). These subdimensions are expected to
is driven by attendance both for associations (buy- positively affect interaction quality. Therefore, the
ers) and destinations (sellers). Returning attendees first hypothesis is proposed:
bring significant benefits to host cities and facilities
(Severt et al., 2007). H1: The interaction quality subdimensions (attitude,
behavior, problem solving, and expertise) posi-
tively affect interaction quality perceptions.
Research Model and Hypothesis Development
Despite widespread research (Carman, 1990), the
Physical Environment Quality
theories and appropriateness of service quality mea-
sures including the SERVQUAL scale are subject to Physical environment quality is a constructed
ongoing debate (Cronin & Taylor, 1994; Zeithaml, facility where service delivery occurs, as opposed
Berry, & Parasuraman, 1993). In light of the afore- to the natural or social environment, and represents
mentioned criticisms of SERVQUAL, the multi- the second dimension in the proposed conceptual
dimensional and hierarchical method is applied to research model (Bitner, 1992). The literature and
measure service quality. Brady and Cronin (2001) focus group interviews identify six subdimen-
indicate that this method can be applied to explain sions of physical environment quality: (a) ambi-
the complexity of the perception progress better ence (Clemes, Wu, Hu, & Gan, 2009); (b) signs &
than prior conceptualizations. Therefore, this study symbols (Siu et al., 2012); (c) cleanliness (Clemes
applies a multidimensional and hierarchical struc- et al., 2009); (d) spatial layout (Siu et al., 2012);
ture as a basic framework to develop the concep- (e) facility (H. C. Wu & Ko, 2013); and (f) con-
tual model adapted from several studies (Brady & tent (focus group sessions). These subdimensions
Cronin, 2001; Dabholkar, Thorpe, & Rentz, 1996; are assumed to positively affect physical environ-
Shonk & Chelladurai, 2008). The multidimensional ment quality. Therefore, the second hypothesis
and hierarchical model reflects the proposition that is proposed:

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Figure 1. A conceptual research model.

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H2: The physical environment quality subdimensions of the primary dimensions on overall exhibition
(ambience, signs & symbols, cleanliness, spatial service quality as perceived by attendees.
layout, facility, and content) positively affect
physical environment quality perceptions. H5: The quality of service interactions positively
affects overall exhibition service quality
perceptions.
Outcome Quality
H6: The quality of the physical environment
Outcome quality focuses on the outcome of the positively affects overall service quality
service act and indicates the conceptions of qual- perceptions.
ity (Ko & Pastore, 2005). The literature and focus H7: The quality of the service outcome positively
group interviews have identified three subdimen- affects overall exhibition service quality
sions of outcome quality: (a) social factors (focus perceptions.
group sessions); (b) valence (H. C. Wu & Ko, 2013); H8: The quality of the service access positively
and (c) waiting time (Dagger, Sweeney, & Johnson, affects overall exhibition service quality
2007). These subdimensions are presumed to posi- perceptions.
tively affect outcome quality. Therefore, the third
hypothesis is proposed:
The Interrelationships Between the Higher-Order
Constructs: Exhibition Service Quality,
H3: The outcome quality subdimensions (social
Perceived Value, Emotions, Satisfaction,
factors, valence, and waiting time) positively
and Behavioral Intentions
affect outcome quality perceptions.
Oh (1999) emphasizes that customers experi-
encing high levels of service quality will tend to
Access Quality
perceive greater value for money. As for the effect
Access quality is conceptualized as the ease and of perceived value on satisfaction, Y. K. Lee, Park,
speed with which people can reach their desired Park, Lee, and Kwon (2005) have provided evi-
location (Shonk & Chelladurai, 2008). Four sub- dences to suggest that perceived value has a strong
dimensions making up access quality have been and significant impact on satisfaction. Perceived
identified in the literature: (a) registration (Jung, value greatly influences satisfaction because of
2005); (b) convenience (Chen, Lee, Chen, & its ability to attract or repel customers (Gilbert,
Huang, 2011); (c) information (Y. Lu, Zhang, & Veloutsou, Goode, & Moutinho, 2004; M. Lee &
Wang, 2009); and (d) hotel (Zhang et al., 2010). Ulgado, 1997) and, as a consequence, it has been
These subdimensions are assumed to positively considered a major determinant of satisfaction. Yu
affect access quality. Accordingly, the fourth and Fang (2009) argue that perceived value is an
hypothesis is proposed: antecedent of behavioral intentions. Satisfied cus-
tomers will tend to give positive referrals or word-
H4: The access quality subdimensions (registra- of-mouth communication (Y. K. Lee et al., 2005;
tion, convenience, information, and hotel) pos- Parasuraman, Zeithaml, & Berry, 1996). As a con-
itively affect access quality perceptions. sequence, the following hypotheses are proposed:
H9: Exhibition service quality positively affects

Overall Perceived Exhibition Service Quality
perceived value.
Several researchers (Brady & Cronin, 2001; H10: Perceived value positively affects satis
Shonk & Chelladurai, 2008; Theodorakis et al., faction.
2015) indicate that overall perceived exhibition ser- H11: Perceived value positively affects behavioral
vice quality is affected by four primary dimensions: intentions.
interaction quality, physical environment quality,
outcome quality, and access quality. The following Edvardsson (2005) argues that knowledge about
hypotheses have been formulated to test the effects the drivers and the consequences of emotional

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reactions elicited during a service experience facili- H16: Emotions positively affects behavioral
tates better management of service quality. The intentions.
emotional outcomes resulting from exhibition ser-
vice quality can range from being satisfied and
thus happy or delighted (Esu, 2014; Oliver et al., Importance of the Exhibition
1997; Theodorakis et al., 2015) to being dissatis- Service Quality Dimensions
fied, where people become annoyed or melancholy Several researchers (Esu, 2014; Gottlieb, Brown,
(Bagozzi et al., 1999; Oliver et al., 1997). Oliver & Drennan, 2011; Jung, 2005) demonstrate that
(1997) has found that emotions play critical roles attendees perceive that the dimensions of exhibi-
in a service experience in influencing satisfaction. tion service quality are not equally important, and
It is widely accepted that emotions during service that some dimensions of exhibition service quality
consumption are important predictors of satisfac- are more or less important than others. The follow-
tion (Bagozzi et al., 1999; Oliver et al., 1997). ing hypothesis is designed to measure the compara-
Therefore, the following hypotheses are proposed: tive importance of the dimensions of exhibition
service quality:
H12: Exhibition service quality positively affects
emotions. H17: Exhibition attendees’ perceptions of (a) each
H13: Emotions positively affects satisfaction. of the primary dimensions, and (b) each of
the subdimensions differ in their importance.
Cronin and Taylor (1992) argue that satisfaction
rapidly becomes part of the revised perception of
service quality. High quality of exhibition services Research Design and Method
results in satisfaction and loyalty, greater willing-
Questionnaire Development
ness to recommend to someone else, reduction in
complaints, and improved customer retention rates This study involves a two-stage design, consist-
(Esu, 2014; Levesque & McDougall, 1996). Ser- ing of focus group interviews and self-administered
vice quality and satisfaction are distinct constructs, questionnaires. The first stage consisted of focus
and there is a causal relationship between the two, group interviews to gain in-depth insights into
and that perceptions of service quality affect feel- the attendee overall visiting experiences in the
ings of satisfaction, which in turn influence behav- Macau International Education Expo (MIEE).
ioral intentions (Kim et al., 2009). Therefore, the The subdimensions pertaining to the four primary
following hypotheses are proposed: dimensions of exhibition service quality have been
identified in the literature review. However, not all
H14: Exhibition service quality positively affects of the subdimensions can be fully identified in the
satisfaction. literature review. In order to further identify more
H15: Satisfaction positively affects behavioral subdimensions, three focus group interviews (two
intentions. consisting of six participants who were required to
have been to the MIEE; and one consisting of six
A growing body of literature now points to the exhibition organizers) were conducted. The focus
fact that the positive and negative emotions that group members were required to list and explain all
consumers associate with the service encounter of the specific attributes they perceived as influenc-
play an equally important role in determining ing the quality of their visiting experiences in the
future behavioral intentions (Barsky & Nash, 2002; MIEE. After the focus group interviews were com-
Oliver, 1993). White and Yu (2005) have examined pleted, the researchers identified one subdimension
the effects of emotions on behavioral intentions and of physical environment quality (content) and one
found that emotions influence complaint behavior, subdimension (social factors) of outcome qual-
word of mouth, and switching behavior. Accord- ity that were not identified in the literature review
ingly, the following hypothesis is proposed: (the sections of physical environment quality and

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outcome quality). Factors identified in the focus Table 1

groups were combined with a review of the rele- Respondents’ Demographic Characteristics
vant literature to identify variables, assist in item (N = 596)
generation, and recommend the dimensionality of Demographic Characteristics Frequency (%)
quality in the MIEE. This process resulted in an ini-
tial pool of 66 items of exhibition service quality. Gender
Male 352 (59.1%)
The second stage consisted of self-administered Female 244 (40.9%)
questionnaires conducted to verify the dimensions Marital status
of exhibition service quality for the MIEE (based Single 312 (52.3%)
Married 284 (47.7%)
on the Stage 1 findings), the variation of exhibi- Age
tion service quality perception over time, and the 18–27 382 (64.1%)
antecedents and consequences of exhibition service 28–37 112 (18.8%)
38–47 80 (13.4%)
quality for the exhibition industry. The measured 48–57 20 (3.4%)
items of the primary and subdimensions of exhi- 58 years and older 2 (0.3%)
bition service quality, behavioral intentions, sat- Educational level
isfaction, perceived value, and exhibition service Secondary school or below 72 (12.1%)
High school 257 (43.1%)
quality used a 7-point Likert-type scale ranging College or university 124 (20.8%)
from 1 (strongly disagree) to 7 (strongly agree). Graduate school or above –
In addition, the items of emotions were measured Occupation
Student 249 (41.8%)
using a 4-item scale, representing unhappy–happy, Manager 30 (5.0%)
disappointed–delighted, annoyed–pleased, and Government employee 29 (4.9%)
bored–entertained. The self-administered ques- Professional 54 (9.1%)
Employee of a company 49 (8.2%)
tionnaire was developed by reviewing the related Self-employed 113 (19.0%)
consumer behavior studies of other researchers and Other 72 (12.1%)
with advice from three members in China Global Monthly income before tax
< MOP$5,000 126 (21.1%)
Exhibition Co., Ltd. Minor suggested changes were MOP$5,001–MOP$10,000 226 (37.9%)
implemented after the questionnaires were pilot MOP$10,001–MOP$15,000 95 (15.9%)
tested with 60 respondents who visited the MIEE. MOP$15,001–MOP$20,000 76 (12.8%)
MOP$20,001–MOP$25,000 32 (5.4%)
> MOP$25,000 41 (6.9%)
Data Collection Note. MOP = Macau Pataca; MOP$8 = US$1.
Due to limited time and manpower, data were
collected using convenience sampling of attendees, a majority of them were students (41.8%). The high
aged over 18 years, who were leaving the 4th MIEE proportion of students was due to the nature of the
in the Venetian Macau Resort Hotel between May convention (education exhibition) at which the
16 and 18, 2014. A total of 648 questionnaires study was conducted. In terms of the respondents’
were distributed and 596 usable responses were monthly income before tax, the largest group was
obtained after removing incomplete samples, yield- between MOP$5,001 and MOP$10,000 (roughly
ing a response rate of 92.0%. The usable responses US$625 and US$1,250) (37.9%).
were above the minimum sample size of 345, as
suggested by Hair, Black, Babin, Anderson, and
Tatham (2006). The summary results of respon- Results
dents’ demographic characteristics are presented in
Measurement Development and Estimation
Table 1. There were 352 (59.1%) males and 244
(40.9%) females, respectively. Most of the respon- The exploratory factor analysis (EFA) was
dents (52.3%) were single and aged between 18 and undertaken through a principal component factor
27 years (64.1%). A college or university degree was analysis approach with the VARIMAX orthogonal
held by 43.1%. As for the respondents’ occupation, rotation using the Statistical Package for Social

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Sciences (SPSS) 21.0. This was applied to the 66 value of 0.70. This study then applied the standard-
individual item responses perceived by focus group ized factor loadings and average variance extracted
participants to represent the subdimensions of exhi- (AVE) of each construct to verify the convergent
bition service quality. The data set was randomly validity. For each construct, the standardized fac-
divided into two subsamples of equal size: sample tor loading was above the threshold of 0.50 and
one and sample two. The data in sample one were the AVE estimate was higher than the threshold of
used and then analyzed using EFA. The examina- 0.50. The composite reliability (CR) for each con-
tion of the scree plot and latent root criterion and struct is used to verify convergent reliability. The
the researcher’s interpretation of the factor solution CR was greater than the recommended value of
indicate that 13 dimensions should be extracted 0.70. These results revealed that the instrument had
from the original 17 dimensions. A thorough analy- good convergent validity. Likewise, the intercon-
sis of the substantive meanings of the factors and struct correlations were consistent, indicating that
corresponding items was performed to purify the the nomological validity was present. Therefore,
uncovered factors. Items loading highly on each the results of CRs, AVEs, construct correlations,
factor were examined carefully so that only these and descriptive statistics are presented in Table 3.
with consistent meanings and a high loading on a As Cronbach’s alpha is one of the most widely
single factor were retained for measuring the fac- used metrics for reliability evaluation, it is also pro-
tors. After the orthogonal rotation was conducted, vided in Table 3. The data of this study indicated
four items whose factor loadings were less than the strong evidence of construct validity and reli-
0.50 were removed from EFA. These four excluded ability for the scales of exhibition service quality,
items (PA6, SL4, TA8, and CO6) refer to variables perceived value, emotions, satisfaction, behavioral
that may not play an important or significant role intentions, and a set of primary and subdimensions
in the evaluations of exhibition service quality. of exhibition service quality.
The revised EFA was conducted on the remaining As shown in Table 4, the overall fit of the mea-
62 items. The 13 retained factors had eigenvalues surement models was adequate. The chi-square/df
greater than 1. In addition, these factors explained ratios (2.64) were lower than the threshold of 3.0,
a cumulative total of 71.14% of the variance in the as suggested by Carmines and Mclver (1981). The
data, indicating that a cumulative percentage of root mean square error of approximation (RMSEA)
variance explained being greater than 50% is the value (0.05) was less than 0.08, indicating adequate
criterion used in determining the number of fac- fit (Browne & Cudeck, 1993). The standardized
tors. After EFA was conducted, the subdimensions root mean residual (SRMR) value (0.03) was equiv-
were identified and renamed: (1) booth person- alent to or less than the recommended threshold of
nel’s conduct (6 items), (2) booth personnel’s abil- 0.08 (Hu & Bentler, 1999). Some indices (e.g., CFI,
ity (5 items), (3) ambience (7 items), (4) signs & GFI, IFI, and NNFI estimates) were greater than the
cleanliness (8 items), (5) spatial layout (3 items), recommended 0.90 (e.g., Browne & Cudeck, 1993;
(6) tangibles (7 items), (7) sociability (3 items), Hu & Bentler, 1999). The AGFI (0.88) exceeding
(8) valence (4 items), (9) waiting time (4 items), (10) the recommended threshold of 0.8 indicated that
registration (4 items), (11) convenience (5 items), the measurement model was fit, as suggested by
(12) information (3 items), and (13) hotel (3 items). Zikmund (2003).
All factor loadings for the retained items are above The overall fit measures of the structural model
0.50 (see Table 2). suggest that the hypothesized model provides an
Confirmatory factor analysis (CFA) was used acceptable fit to the data (see Table 4). The chi-
to test the validity by applying structural equation square difference test is used to examine the model
modeling (SEM). The data in sample two were difference between the two groups. The chi-square/
used and then analyzed using CFA. The CFA results df ratios (2.66) were lower than the threshold of 3.0.
(e.g., measurement model) are presented in Table 3. Therefore, the result indicates that there is no model
Cronbach’s coefficient alpha estimates for the 13 difference between two groups (Δχ2 < 3.84, p > 0.05).
subdimensions of exhibition service quality ranged The fit statistics (RMSEA = 0.05, SRMR = 0.03,
between 0.72 and 0.93, exceeding the minimum CFI = 0.97, GFI = 0.92, IFI = 0.95, NNFI = 0.97,

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AGFI = 0.88) suggest a satisfactory fit in light of the quality. The subdimensions explain 58.3% of the
extremely high statistical power of the model and the variation in perceived interaction quality.
consequent need to accept a more relaxed interpreta- Hypothesis 2 assumes that the subdimensions of
tion of fit than is typical, as proposed by McQuitty the primary physical environment quality (ambi-
(2004). The large sample size and the number of ence, signs & cleanliness, spatial layout, and
parameters estimated contribute to a strong down- tangibles) positively affect perceived physical envi-
ward bias of the descriptive fit statistics. ronment quality. This hypothesis is fully supported.
To assess the exhibition attendee perception of the Perceptions of ambience (β = 0.40, p < 0.001), signs
4 primary dimensions and extracted 13 subdimen- & cleanliness (β = 0.64, p < 0.001), spatial lay-
sions of exhibition service quality, the measurement out (β = 0.82, p < 0.001), and tangibles (β = 0.86,
items to measure primary and subdimensions were p < 0.001) positively affect physical environment
adapted from several researchers (e.g., Dabholkar quality. The subdimensions explain 88.2% of the vari-
et al., 1996; Gottlieb et al., 2011; Jung, 2005; Ko ation in perceived physical environment quality.
& Pastore, 2005; Siu et al., 2012; H. C. Wu & Hsu, Hypothesis 3 predicts that the subdimensions of
2012). The measurement items of the exhibition the primary outcome quality (sociability, valence
service quality, perceived value, emotions, satis- and waiting time) positively affect outcome qual-
faction, and behavioral intentions constructs were ity. This hypothesis is partially supported with the
adopted on the basis of several researchers’ results exception of valence (β = 0.13). Perceptions of
(e.g., Baker & Crompton, 2000; Dagger et al., 2007; sociability (β = 0.62, p < 0.001) and waiting time
Jung, 2005; Lu et al., 2009; H. C. Wu & Li, 2014; (β = 0.41, p < 0.001) positively affect outcome
2015; J. Yang et al., 2011) (see Table 2). Though quality. The subdimensions explain 76.7% of the
the subdimensions are treated as separate con- variation in perceived outcome quality.
structs, it is recognized that they are not mutually Hypothesis 4 assumes that the subdimensions
exclusive. Therefore, it is necessary to test whether of the primary access quality (registration, con-
there is sufficient discrimination between them. In venience, information, and hotel) positively affect
some cases, previous studies have been unable to access quality. The hypothesis is partially supported
find discriminant validity between them (Spreng & with the exceptions of convenience (β = 0.16),
Singh, 1993). The Fornell and Larcker (1981) test information (β = 0.01), and hotel (β = 0.08). Per-
was used. This examines whether the average vari- ceptions of registration (β = 0.70, p < 0.001) posi-
ance extracted for each construct is higher than the tively affect the attendee perception of the overall
squared correlation between that construct and any access quality. The subdimensions explain 83.8%
other construct in the model. In all cases, the tests of the variation in perceived access quality.
demonstrate discriminant validity. Hypotheses 5 through 8 predict that the posi-
Data analysis to test the hypotheses in this study tive effects of the primary dimensions of exhibi-
adapted a SEM process that empirically tested the tion service quality affect overall exhibition service
structural relationships among the exhibition ser- quality. The results fully support the hypotheses
vice quality dimensions, exhibition service qual- that perceptions of interaction quality (β = 0.28,
ity, emotions, perceived value, satisfaction, and p < 0.01), physical environment quality (β = 0.26,
behavioral intentions (see Fig. 1). The 17 hypoth- p < 0.01), outcome quality (β = 0.22, p < 0.1), and
eses were tested using LISREL 8.7 while applying access quality (β = 0.40, p < 0.001) positively affect
structural equation analysis and procedures sug- the attendee perception of overall exhibition service
gested by Jöreskog (1990). quality. The primary dimensions explain 77.3% of
Hypothesis 1 predicts that the subdimensions of the variation in overall exhibition service quality.
the primary interaction quality (booth personnel’s Hypothesis 9 assumes the positive effect of over-
conduct and booth personnel’s ability) positively all exhibition service quality on perceived value.
affect perceived interaction quality. This hypothesis This hypothesis is fully supported. Overall exhibi-
is fully supported. Perceptions of booth personnel’s tion service quality (β = 0.80, p < 0.001) is a sig-
conduct (β = 0.79, p < 0.001) and booth personnel’s nificant predictor of perceived value. This variable
ability (β = 0.31, p < 0.1) positively affect interaction explains 82.1% of the variance in perceived value.

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Table 2
576
Factor Loadings, Eigenvalues, Percentage of Explained Variance, and Cumulative Percentage of Explained Variance of Scaled Items for Subdimensions of
Exhibition Service Quality and Scaled Items for Constructs Related to Behavioral Intentions
Percentage Cumulative
of Percentage
Factor Explained of Explained
Subdimension/Item Statement Loadings Eigenvalues Variance Variance
Booth personnel’s conduct (BPC) 5.667 8.586 29.277

PC1 I can count on the booth personnel being friendly. 0.845
PC2 The attitude of the booth personnel demonstrates its willingness to take time 0.784
with me.
PC3 The attitude of the booth personnel shows me that it understands my 0.766
requests.
PC4 The behavior of the booth personnel allows me to trust its services. 0.730
PC5 The booth personnel provide the best service and product for me. 0.628
PC6 I can rely on the booth personnel taking actions to satisfy my needs. 0.552
Booth personnel’s ability (BPA) 2.618 3.967 61.236
PA1 The booth personnel are able to answer my questions quickly. 0.853
PA2 I can count on the booth personnel knowing their jobs/responsibilities. 0.837
PA3 When I have a problem, the booth personnel show a sincere interest in solv- 0.695
ing it.
PA4 The booth personnel are able to handle my complaints directly and 0.620
immediately.
PA5 The booth personnel understand the importance of resolving my complaints. 0.519
PA6 The booth personnel understand that I rely on their professional knowledge 0.487
to meet my needs.a
WU, CHENG, AND AI
Ambience (AM) 4.722 7.154 36.431

AM1 The exhibition’s temperature is comfortable. 0.755
AM2 The exhibition’s air quality is good. 0.722
AM3 The exhibition’s background music/sound is appropriate. 0.675
AM4 The exhibition’s odor is pleasant. 0.639
AM5 The exhibition’s lighting is adequate. 0.636
AM6 The exhibition’s lighting is easy on eye. 0.621
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AM7 Overall, the ambient condition at the exhibition makes it comfortable to stay 0.601
inside.
Signs & cleanliness (SC) 0.3445 5.219 48.074
SC1 There is sufficient exhibition’s signage. 0.712

SC2 The exhibition’s signage is large enough to be seen. 0.702
SC3 The exhibition’s signage is easily understood. 0.699
SC4 The exhibition’s signage makes it easy to find my way. 0.683
SC5 The clean restrooms are maintained at the exhibition. 0.650
SC6 The clean food service areas are maintained at the exhibition. 0.637
(continued)

Table 2 (continued)
of Percentage
SC7 The clean walkways and exits are maintained at the exhibition. 0.541
SC8 Overall, the exhibition remains clean. 0.520
Spatial layout (SL) 30.53 4.626 52.699
SL1 The facility layout makes it easy to get to the smoking areas. 0.683
SL2 The facility layout makes it easy to get to the parking areas. 0.631
SL3 Overall, the facility layout makes it easy to get to where I want to go. 0.601
SL4 The facility layout makes it easy to get to the exhibitor hall I am looking for.a 0.571
Tangibles (TA) 5.212 9.411 20.691
TA1 The electronic equipment offered by the exhibition is technologically 0.668
advanced.
TA2 The high performing electronic equipment is offered at the exhibition. 0.660
TA3 Overall, the exhibition offers excellent facilities to support its service. 0.633
TA4 There is enough number of exhibitors to participate. 0.617
TA5 The exhibition guide materials are amply provided. 0.579
TS6 The products and services exhibited are appropriate for the exhibition theme. 0.564
TA7 The exhibition-related conferences, seminars, and events are well-organized 0.556
and instructive.
TA8 The electronic equipment that I need is available at the exhibition through 0.498
rental or in Business Center.a
Sociability (SO) 3.016 4.570 57.269
SO1 I find that the exhibition’s other visitors consistently leave me with a good 3.016
impression of its service.
SO2 The exhibition’s other visitors do not affect its ability to provide me with 4.570
good service.
SO3 The exhibition understands that other patrons affect my perception of its 0.629
service.
Valence (VA) 4.239 6.423 42.854
VA1 I feel good about what I get from the exhibition. 0.812
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VA2 When I leave the exhibition, I always feel that I have received what I wanted. 0.777
VA3 I usually have a good feeling when I leave the exhibition. 0.762
VA4 I would evaluate the outcome of visiting the exhibition favorably. 0.613
BEHAVIORS INTENTIONS OF EXHIBITION ATTENDEES
Waiting time (WT) 1.410 2.137 69.331

WT1 The booth personnel keep my waiting time to a minimum. 0.865
WT2 The booth personnel understand that waiting time is important to me. 0.826
WT3 The exhibition provides service to the attendees punctually. 0.734
WT4 The exhibition provides its services at the time it promises to do so. 0.712
Registration (RE) 20.42 3.095 64.331
RE1 The pre-registration through internet makes attendance simpler and easier. 0.777
RE2 The registration procedure is easy and speedy. 0.723
(continued)
577
Table 2 (continued)
578
of Percentage
RE3 The registration desk is placed in a convenient spot. 0.686
RE4 The registration support personnel as well manner. 0.577
Convenience (CO) 1.104 1.673 71.140
CO1 There are portable restrooms at the exhibition. 0.747
CO2 The rest areas are available at the exhibition. 0.713
CO3 The operating hours of the exhibition are convenient. 0.798
CO4 The operating hours are convenient to my needs. 0.571
CO5 The exhibition offers operating hours which are convenient to all its 0.512
attendees.
CO6 The transportation to the exhibition is convenient.a 0.487
Information (IN) 7.445 11.280 11.280
IN1 The exhibition gives information on all the services that it offers. 0.708
IN2 It is quick and easy to contact the exhibition. 0.694
IN3 The booth personnel inform punctually and sincerely about all the conditions 0.581
of service.
Hotel (HO) 1.979 2.999 67.330
HO1 I experience no problems in getting to where I need to go from this hotel. 0.818
HO2 This hotel is great because of its proximity to the places I want to go. 0.798
HO3 This hotel is in a convenient location. 0.783
Interaction quality (IQ)
IQ1 Overall, I would say the quality of my interaction with the booth personnel is
WU, CHENG, AND AI
excellent.
IQ2 The interaction I have with the booth personnel is of a high standard.
IQ3 I feel good about the interaction I have with the booth personnel at the
exhibition.
Physical environment quality (PEQ)
PEQ1 I believe that the physical environment at the exhibition is excellent.
PEQ2 The physical environment at the exhibition is of a high standard.
PEQ3 I am impressed with the quality of the exhibition’s physical environment.
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Outcome quality (OQ)
OQ1 I feel good about what the booth personnel provide to their attendees.
OQ2 The service provided by the exhibition is of a high standard.
OQ3 The quality of service I receive at the exhibition is excellent.

Access quality (AQ)
AQ1 It is easy to access to the exhibition.
AQ2 It is easy to move around the exhibition.
AQ3 The exhibition in which I just visit is closed to everywhere I desire to go.
(continued)

Table 2 (continued)
of Percentage
Exhibition service quality (ESQ)
ESQ1 I would say that the exhibition provides superior services.
ESQ2 I believe the exhibition offers excellent services.
ESQ3 I think that the service quality of the exhibition is high.
Perceived value (PV)
PV1 Receiving the value-added services provided by the exhibition is worthy for
me to sacrifice some time and efforts.
PV2 The quality of services at the exhibition has established a good reputation.
PV3 Overall the quality of the service at the exhibition is valuable.
Emotions (EM)
EM1 The overall feeling I get from the exhibition (unhappy-happy)
EM2 The overall feeling I get from the exhibition (disappointed-delighted)
EM3 The overall feeling I get from the exhibition (annoyed-pleased)
EM4 The overall feeling I get from the exhibition (bored-entertained)
Satisfaction (SA)
SA1 My feelings towards the exhibition are very positive.
SA2 I feel good about coming to the exhibition for my demand.
SA3 Overall I am satisfied with the service the exhibition provides.
SA4 I feel satisfied that the results of my demand are the best that can be
achieved.
SA5 The extent to which my demand has produced the best possible outcome is
satisfying.
Behavioral intentions (BI)
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BI1 I will attend the exhibition again next year or the year after.
BI2 If I had to decide again, I would come back to the exhibition again.
BI3 I will recommend someone to visit the exhibition.
BEHAVIORS INTENTIONS OF EXHIBITION ATTENDEES
BI4 I will speak highly of the exhibition to my friends and relatives.

All items were scored on a 7-point Likert scales with 1 being strongly disagree and 7 being strongly agree unless stated otherwise. The scaled items for the subdimensions
of exhibition service quality were extracted by the VARIMAX orthogonal rotation.
a
Items with factor loadings of less than 0.50 were deleted based on measurement scale refinement procedure.
579
580
Table 3
Descriptive Statistics and Correlation Matrix of Latent Variables
Construct
Dimensions 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22
1. BPC 1.000
2. BPA 0.741 1.000
3. AM 0.567 0.620 1.000
4. SC 0.551 0.644 0.708 1.000
5. SL 0.507 0.589 0.645 0.760 1.000
6. TA 0.567 0.675 0.685 0.775 0.776 1.000
7. SO 0.521 0.641 0.610 0.711 0.644 0.765 1.000
8. VA 0.538 0.619 0.619 0.676 0.629 0.719 0.685 1.000
9. WT 0.562 0.656 0.588 0.659 0.610 0.701 0.658 0.761 1.000
10. RE 0.536 0.607 0.582 0.649 0.616 0.685 0.617 0.684 0.714 1.000
11. CO 0.515 0.590 0.608 0.678 0.641 0.720 0.649 0.716 0.721 0.773 1.000
12. IN 0.513 0.571 0.570 0.618 0.563 0.641 0.615 0.679 0.691 0.704 0.804 1.000
13. HO 0.005 – – – – – – – – – – – 1.000
14. IQ 0.604 0.758 0.574 0.567 0.577 0.601 0.551 0.603 0.560 0.550 0.557 0.528 −0.075 1.000
15. PEQ 0.389 0.469 0.474 0.591 0.520 0.586 0.590 0.551 0.515 0.500 0.523 0.461 −0.062 0.421 1.000
16. OQ 0.535 0.614 0.578 0.664 0.615 0.702 0.658 0.703 0.731 0.746 0.725 0.693 −0.061 0.546 0.560 1.000
17. AQ 0.473 0.541 0.525 0.608 0.564 0.639 0.570 0.669 0.643 0.675 0.749 0.672 −0.052 0.512 0.533 0.624 1.000
WU, CHENG, AND AI
18. ESQ 0.477 0.529 0.543 0.608 0.560 0.611 0.549 0.665 0.665 0.622 0.704 0.624 −0.045 0.501 0.482 0.657 0.642 1.000
19. PV 0.512 0.562 0.562 0.622 0.615 0.660 0.570 0.685 0.681 0.637 0.706 0.621 −0.039 0.545 0.470 0.649 0.638 0.859 1.000
20. EM 0.299 0.350 0.368 0.402 0.377 0.417 0.360 0.492 0.428 0.414 0.462 0.448 −0.064 0.340 0.335 0.447 0.422 0.520 0.535 1.000
21. SA 0.515 0.575 0.579 0.632 0.576 0.658 0.618 0.732 0.716 0.665 0.745 0.687 −0.045 0.501 0.504 0.705 0.666 0.789 0.752 0.507 1.000
22. BI 0.449 0.503 0.498 0.560 0.495 0.603 0.535 0.666 0.635 0.628 0.677 0.623 −0.051 0.437 0.445 0.644 0.624 0.733 0.719 0.515 0.827 1.000
Mean 5.282 5.060 5.104 5.088 4.904 5.020 5.088 5.005 4.960 5.059 5.036 5.066 4.600 5.003 5.184 5.055 5.116 4.951 4.774 3.579 4.989 4.942
SD 0.962 0.961 1.048 0.988 1.033 0.984 1.012 1.009 1.051 1.048 0.968 1.030 0.969 1.101 1.292 1.080 1.090 1.090 1.095 0.731 0.988 1.067
Cronbach’s alpha 0.889 0.875 0.852 0.914 0.867 0.930 0.884 0.898 0.864 0.892 0.885 0.863 0.719 0.814 0.741 0.843 0.832 0.857 0.873 0.871 0.913 0.921
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AVE 0.524 0.567 0.544 0.518 0.588 0.659 0.574 0.555 0.619 0.682 0.621 0.540 0.640 0.653 0.553 0.586 0.621 0.586 0.607 0.611 0.599 0.550
CR 0.867 0.834 0.847 0.850 0.716 0.816 0.729 0.718 0.866 0.787 0.808 0.701 0.842 0.790 0.712 0.738 0.766 0.738 0.822 0.862 0.882 0.830
BPC, Booth personnel’s conduct; BPA, Booth personnel’s ability; AM, Ambience; SC, Signs & cleanliness; SL, Spatial layout; TA, Tangibles; SO, Sociability; VA, Valence;

WT, Waiting time; RE, Registration; CO, Convenience; IN, Information; HO, Hotel; IQ, Interaction quality; PEQ, Physical environment quality; OQ, Outcome quality; AQ,
Access quality; ESQ, Exhibition service quality; PV, Perceived value; EM, Emotions; SA, Satisfaction; BI, Behavioral intentions; AVE, Average variance extracted; CR,
Composite reliability.
Table 4
Results of the Measurement and Structural Model Tests
Model χ2/df p-Value RMSEA SRMR CFI GFI IFI NNFI AGFI
Measurement model 2.64 0.000 0.046 0.032 0.97 0.92 0.95 0.97 0.88
Structural model - overall model 2.66 0.000 0.048 0.033 0.97 0.92 0.95 0.97 0.88
Recommended value <3 – <0.08 ≤0.08 ≥0.95 >0.90 >0.90 >0.90 ≥0.80
RMSEA, Root mean square error of approximation; SRMR, Standardized root mean residual; CFI, Comparative fit index; GFI,
Goodness-of-fit index; IFI, Incremental fit index; NNFI, Nonnormed fit index; AGFI, Adjusted goodness-of-fit index.
Hypotheses 10, 13, and 14 predict the positive service quality in the path model was subsequently
effects of perceived value, emotions, and over- tested using CFA to prove SEM built in Figure 2.
all exhibition service quality on satisfaction. The
results support all hypotheses. Perceived value
Discussion and Conclusion
(β = 0.74, p < 0.001), emotions (β = 0.37, p < 0.01),
and overall exhibition service quality (β = 0.42, The findings of this study support a hierarchi-
p < 0.001) are significant predictors of satisfaction. cal structure of exhibition service quality consist-
These three variables explain 76.2% of the variance ing of four primary dimensions: interaction quality,
in satisfaction. physical environment quality, outcome quality, and
Hypothesis 12 predicts the positive effect of access quality (supporting hypotheses 5 through 8).
overall exhibition service quality on emotions. The findings also support the presence of a multi-
The result supports this hypothesis. Overall exhibi- dimensional structure of exhibition service quality
tion service quality (β = 0.88, p < 0.001) positively (supporting hypotheses 1 through 4).
affects emotions. This variable explains 92.7% of The hypothesized paths (hypotheses 9 through
the variance in emotions. 16) relating to exhibition service quality, perceived
Hypotheses 11, 15, and 16 postulate the positive value, emotions, satisfaction, and behavioral inten-
effects of perceived value, satisfaction, and emotions in the conceptual model are confirmed. These
tions on behavioral intentions. The hypothesis is findings indicate that exhibition service quality,
partially supported with the exception of emotions perceived value, and emotions positively affect sat-
(β = 0.11). Perceived value (β = 0.47, p < 0.001) and isfaction. Therefore, these findings are consistent
satisfaction (β = 0.48, p < 0.001) positively affect with the contentions of earlier studies (de Rojas &
behavioral intentions. These three variables explain Camarero, 2008; Theodorakis et al., 2015; X. S.
81.2% of the variance in behavioral intentions. Wang, 2010) that exhibition service quality, per-
Hypothesis 17 proposes that attendees perceive ceived value, and emotions are considered to be
the four primary dimensions of exhibition service direct determinants of satisfaction. In addition, this
quality to be more or less important, and that the result reveals that exhibition service quality posi-
subdimensions also differ in their importance to tively affects perceived value. This finding agrees
their related primary dimensions. The results show with the contention of Siu et al. (2012) that exhi-
that access quality (β = 0.40) is the most important bition service quality is identified as an important
primary dimension, followed by interaction quality indicator of perceived value. Alternatively, this
(β = 0.28), physical environment quality (β = 0.26), result indicates that exhibition service quality has
and outcome quality (β = 0.22). The different levels a positive influence on emotions. This finding con-
of β fully support H17a. However, the varied stan- curs with the finding of Kuo (2013) that exhibition
dardized coefficients of the subdimensions indicate service quality has been found to be an anteced-
that H17b is partially supported. ent of emotions. Finally, these results indicate that
Each path estimate based on the relationships perceived value and satisfaction are antecedents of
among exhibition service quality, emotions, per- behavioral intentions. These results are consistent
ceived value, satisfaction, behavioral intentions, with the contentions of several studies (Jin, Weber,
and primary and subdimensions of exhibition & Bauer, 2013; C. Wang et al., 2012) that perceived

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Figure 2. A path model.

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value and satisfaction are critical in determining have visited the exhibition are Asian people rather
behavioral intentions regarding next year’s return than Western people. This finding supports the con-
and whether or not to recommend the exhibition tention of Hofstede, Hofstede, and Minkov (2010)
destination to others. However, this study indicates that Asian cultures are collectivist whereas Western
that emotions have a small effect on behavioral cultures are individualist. In addition, the results
intentions. This result is inconsistent with the find- of this study agree with the finding of Donthu and
ing of Namkung and Jang (2010) that emotions Yoo (1998) that collectivistic people do not expect
play a key role in increasing customers’ favorable service providers to respect and be concerned about
behavioral intentions. The reason may be because them and show empathy and attention compared
the feeling or emotional reaction that attendees gain with individualistic customers. Interaction qual-
during and after experiencing does not positively ity is composed of two significant subdimensions,
affect their intentions to return or revisit the exhibi- namely booth personnel’s conduct (β = 0.79) and
tion in the future. booth personnel’s ability (β = 0.31). This finding is
The results for hypothesis 17 proposing the consistent with the proposition of Yuan and Jang
least and most important exhibition service quality (2008) that booth personnel’s professional conduct
dimensions, as perceived by attendees, are identi- can enhance an attendee’s overall evaluation of
fied. Each of the subdimensions varies in terms of interaction quality. In addition, this result supports
their importance to the four primary dimensions the contention of Jung (2005) that booth personnel’s
(see Fig. 2). Access quality is identified as the most ability directly affects attendees’ acknowledgement
important dimension of exhibition service quality. of the particular exhibition.
This finding supports the contention of Shonk and Physical environment quality is identified as the
Chelladurai (2008) that access quality is perceived third most important dimension of exhibition ser-
as the most important dimension when people pro- vice quality perceived by attendees. These results
vide their overall assessment of exhibition service are consistent with the contention of H. C. Wu,
quality. Access quality is composed of only one Wong et al. (2014) that physical environment qual-
subdimension, namely registration (β = 0.70). Reg- ity has been considered to be one of the important
istration is the most significant subdimension of attributes of exhibition service quality. Physical
access quality. This finding is consistent with the environment quality is made up of four significant
contention of Jung (2005) that registration is an subdimensions, namely ambience (β = 0.40), signs
important component of access quality perceived & cleanliness (β = 0.64), spatial layout (β = 0.82),
by exhibition attendees. However, this study reveals and tangibles (β = 0.86). This result supports the
that convenience (β = 0.16), information (β = 0.01), finding of Siu et al. (2012) that ambience has been
and hotel (β = 0.08) have only a small effect on considered to influence the exhibition attendee
interaction quality. These results are inconsistent perception of physical environment quality. More-
with the contentions of Y. Lu et al. (2009), H. C. over, this study identifies signs & cleanliness as
Wu, Li, and Li (2014), and H. C. Wu, Wong, and significant subdimensions of physical environment
Cheng (2014) that convenience and information are quality, supporting the finding of Siu et al. (2012)
critical in increasing overall evaluation of access that signs & cleanliness has been identified as an
quality. In addition, this finding does not agree important determinant of exhibition service qual-
with the proposition of Silvers (2004) that exhibi- ity perceived by attendees. However, this result is
tion organizers identify specific hotels and reserve inconsistent with the contention of Siu et al. (2012)
a certain number of rooms for exhibition attendees. that spatial layout insignificantly influences exhi-
The reason may be because convenience, informa- bition attendees’ perceived quality of servicescape.
tion, and hotels are not considered to play key roles Finally, this finding concurs with the contention of
in determining the exhibition attendee perception Zhang et al. (2010) that tangibles have been con-
of access quality. sidered to be an important part of constituting the
Interaction quality is perceived as the second servicescape in an exhibition context.
most important dimension of exhibition service Outcome quality is confirmed to be the fourth
quality. In this study, a majority of attendees who most important dimension of exhibition service

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quality perceived by attendees. This finding sup- emotions as having a positive effect on satisfaction
ports the contentions of earlier studies (Powpaka, in an exhibition context. This may be interpreted
1996; H. C. Wu, Wong et al., 2014; Zhang et al., as exhibition service quality, perceived value, and
2010) that outcome quality is perceived as a deter- emotions being antecedents of satisfaction because
minant of overall exhibition service quality. Socia- exhibition service quality, perceived value, and
bility (β = 0.62) is perceived as the most important emotions play a key role in increasing satisfaction
subdimension of outcome quality, followed by (Jung, 2005; Siu et al., 2012; Zhang et al., 2010).
waiting time (β = 0.41). This finding is consistent Finally, both perceived value and satisfaction
with the contention of Brady and Cronin (2001) positively affect behavioral intentions. This may
that sociability is perceived as an important factor be interpreted as perceived value and satisfaction
by a majority of customers. In addition, this result being antecedents of behavioral intentions because
concurs with the contention of Chiou, Perng, and both of them are key determinants of behavioral
Tseng (2012) that it is important to control the order intentions in an exhibition context (Siu et al., 2012;
of the waiting line and how to direct the exhibition C. Wang et al., 2012).
attendees to spread out once they pass the entrance. This study conceptualizes exhibition service
However, this study indicates that valence (β = 0.13) quality through the validation of the use of the four
has only a small effect on interaction quality. This primary dimensions (interaction quality, physical
result does not support the findings of Brady and environment quality, outcome quality, and access
Cronin (2001) and H. C. Wu and Ko (2013) that quality). The statistical analysis confirms that
valence is a key determinant of a service outcome. attendees evaluate overall exhibition service qual-
The reason may be because exhibition attendees do ity by assessing four primary dimensions: interac-
not consider valence as a determinant of the overall tion quality, physical environment quality, outcome
evaluation of outcome quality. quality, and access quality. The four primary dimen
sions identified in this study are consistent with
those identified in other studies (e.g., Brady &
Implications Cronin, 2001; Clemes et al., 2009, 2011, 2014; Y.
Lu et al., 2009; H. C. Wu, Cheng et al., 2014). This
Theoretical Implications
study identifies the comparative importance of the
This study provides a theoretical framework four primary dimensions in evaluating the exhibi-
for understanding the relationships among five tion attendee perception of overall exhibition service
important marketing constructs (exhibition ser- quality. Among the four primary dimensions, access
vice quality, perceived value, emotions, satisfac- quality is the most important primary dimension of
tion, and behavioral intentions). The result of this exhibition service quality, followed by interaction
study reveals that exhibition service quality has a quality, physical environment quality, and outcome
direct and significant impact on perceived value. quality. The results provide empirical evidence
The positive relationship that is identified between for the notion that accessibility resulting in visita-
exhibition service quality and perceived value may tion often has the greatest effect on the attendee
be interpreted as the higher the exhibition service perception of exhibition service quality (Shonk &
quality as perceived by attendees, the more willing Chelladurai, 2008; H. C. Wu & Ai, 2016; H. C.
attendees are to pay higher prices and spend more Wu, Ai, & Cheng, 2016; H. C. Wu & Cheng, 2013;
time for their favorite exhibitions. Alternatively, H. C. Wu, Li, & Li, 2016). However, the service
exhibition service quality is empirically tested and outcome that occurs during the service delivery has
confirmed as having a positive impact on emotions. few influences on the attendee perception of exhi-
The positive relationship identified between exhibition service quality because attendees may not
bition service quality and emotions may be inter- consider the experience with service outcomes as
preted as the higher the exhibition service quality a key determinant of overall evaluations of exhi-
perceived by attendees, the more delighted and bition service quality while visiting the exhibition.
entertained they feel. In addition, this study identi- This study identifies 13 subdimensions pertain-
fies exhibition service quality, perceived value, and ing to the four primary dimensions of exhibition

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service quality perceived by attendees. These sub- personnel to enhance their service expertise. This
dimensions are important, as they are the basis on study identifies four primary dimensions of exhibi-
which students form their perceptions of the four tion service quality and 13 subdimensions pertaining
primary dimensions and can be interpreted as the to the primary dimensions. For example, practi-
benefit bundle offered by an exhibition. The hierar- tioners can use the information from this study to
chical factor structure of exhibition service quality improve its understanding of the factors that create a
identified in this study provides support for the con- relaxing environment and act to increase high levels
tention that the nature of exhibition service quality of attendees’ behavioral intentions. However, as the
is both multidimensional and hierarchical (Brady & dimensions of exhibition service quality may vary
Cronin, 2001; Dabholkar et al., 1996). In particular, across industries and cultures, practitioners should
this study identifies the comparative importance of note that primary and subdimensional structures
the 13 subdimensions in the attendee overall evalu- may need to be factored for its own specific situa-
ation of exhibition service quality. Among the 13 tion and cultural setting. This information will enable
subdimensions, booth personnel’s conduct is the practitioners to accurately measure the attendee per-
most important subdimension of the interaction ception of service experiences.
quality primary dimensions while tangibles are the This study also provides practitioners with valu-
most important subdimension of the physical envi- able information about the complex relationships
ronment quality primary dimensions. In addition, among exhibition service quality, perceived value,
sociability and registration are the most important emotions, satisfaction, and behavioral intentions in
subdimensions of the outcome quality and access an exhibition context. The information will assist
quality primary dimensions, respectively. These four exhibition management to develop successful ser-
subdimensions appear to be important components vices marketing strategies. For example, exhibitions
of four primary dimensions of exhibition service should make continuous efforts to improve exhibi-
quality. When attendees evaluate overall quality tion service quality, as quality of exhibition service
of service experiences, they may consider these offerings will result in favorable perceptions of plea-
four subdimensions as parts of overall assessment sure, arousal, and value. In addition, the results of
of exhibition service quality. Therefore, these four this study provide practitioners with a better under-
subdimensions should be seriously considered when standing of the effects that exhibition service qual-
researchers conduct similar studies of the attendee ity, perceived value (time and money sacrifice), and
overall perception of exhibition service quality. emotions have on satisfaction, which in turn results
in behavioral intentions. The results in this study
indicate that to improve the exhibition attendee
Managerial Implications
perception of exhibition service quality, value, plea-
Practitioners can use the multidimensional and sure, and arousal can effectively raise satisfaction
hierarchical model developed in this study in its levels, and higher levels of satisfaction ultimately
strategic planning process as an exhibition provides results in higher levels of behavioral intentions. In
a framework for evaluating the attendee perception this vein, practitioners should invest more efforts
of their overall service experiences. From a manage- into providing a consistently reliable service expe-
rial perspective, the multidimensional and hierarchi- rience to satisfy the attendee demand. In addition,
cal framework developed for this study provides an the results of this study provide practitioners with
improved understanding of how exhibition attendees an improved understanding of the influence of per-
assess the service quality of booth personnel. Practi- ceived value on behavioral intentions. In addition
tioners can use the dimensions of exhibition service to satisfaction influenced by emotions, practitio-
quality identified in this study as a background for ners should realize that pleasure and arousal influ-
formulating their exhibition management strategies. ence a multitude of exhibition attendees’ behaviors
For example, given the importance of booth person- including word of mouth and complaint behaviors.
nel’s ability to the attendee perception of interaction The result in this study suggests that increasing per-
quality, launching a regular training program is a ceived value enables attendees to return or revisit
sound management strategy that will enable booth the exhibition or recommend it to their friends or

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relatives. However, the results of this study indicate activity. The social experiences focus on the overall
that emotions do not positively influence behavioral after-consumption outcome instead of the intercli-
intentions. Practitioners should improve the attendee ent interaction that occurs during the service deliv-
perception of pleasure and arousal, which contribute ery. In an exhibition, family members, friends, and
to an increased level of behavioral intentions. other people are considered to be important socia-
Practitioners should be aware of the importance bility for attendees. Therefore, practitioners should
attendees place on each of the primary and subdi- create good atmospheres and environments to make
mensions of exhibition service quality. In addition, the attendee social experience positive. Although
practitioners should structure management strate- valence is the least important subdimension of out-
gies and resource allocation based on the relative come quality, practitioners should realize that the
importance of the exhibition service quality dimen- negative valence of an outcome ultimately enables
sions of its particular target customer market. In this attendees to form an unfavorable service experience
study, access quality is the most important primary when they may have a positive perception of exhi-
dimension for favorable perceptions of overall bition service quality (e.g., Brady & Cronin, 2001).
exhibition service quality, followed by interaction Registration is considered to play a critical role in
quality, physical environment quality, and outcome comprising access quality. Practitioners should pro-
quality. When designing a measurement to evaluate vide attendees with simple and easy registration.
the attendee perception of exhibition service qual- In addition, practitioners should be aware that the
ity, practitioners should recognize that the order of registration procedure is efficient and speedy and
importance of the primary dimensions of exhibition that the registration desk is placed in a convenient
service quality may vary across different exhibitions. spot. Although convenience, information and hotels
In general, practitioners should concentrate on the are not confirmed to be components of access qual-
subdimensions under access quality and improve ity, practitioners should allocate more resources to
the performance of exhibitions on the subdimen- improve the attendee perception of those three com-
sions according to the respondents’ responses to the ponents. In general, attendees use the exhibition as
survey in this study. However, the subdimensions an information source for many purposes such as
of interaction quality, physical environment qual- information gathering for possible purchases in the
ity, and outcome quality should also be resourced, future, learning about market trends, job improve-
as the attendee perception of exhibition service ments, and general industry awareness (Smith,
quality while experiencing the services does not Hama, & Smith, 2003). In addition, practitioners
only depend on the service provider and attendee should provide attendees with convenient transpor-
relationship, but also on the relationship between tation and enable them to understand that it is not a
attendees, the service environment, and outcome. problem to have access to the exhibition. Further-
Booth personnel’s conduct is considered to be more, practitioners should be aware that the location
important for perceptions of interaction quality, thus of the hotel can be a tremendous source of satisfac-
particular attention should be paid to the training of tion or dissatisfaction for exhibition attendees. Prox-
booth personnel’s conduct towards attendees during imity from the hotel to the exhibition venue is an
the service delivery. Tangibles are considered to be important factor for many attendees (Jung, 2005).
important for perceptions of physical environment Hotels that are not within walking distance of the
quality. The management of tangibles should allo- exhibition venue often provide public transportation
cate more resources to provide a variety of tangibles shuttles. When a hotel provides shuttle services, it
to satisfy the attendee demand and understand what is important to have a sufficient amount of signage
kinds of tangibles the majority of attendees prefer to directing customers to the bus pick-up and drop-off
see or use while visiting the exhibition. Sociability locations (Jung, 2005).
has been identified as an important component of
perceptions of outcome quality. According to Milne
Limitations and Directions for Future Research
and McDonald (1999), sociability means positive
social experiences that result from the social gratifi- Although this study provides a number of impor-
cation of being with others who also enjoy the same tant contributions to marketing theory and for

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exhibition management, there are some limitations. and trust) (e.g., Clemes et al., 2009, 2014; Siu et al.,
First, 41.8% of the respondents described them- 2012; H. C. Wu, 2013). Future studies may use this
selves as students. It is mainly due to the fact that study as a framework to test if the multidimensional
surveys were conducted in the education exhibition, and hierarchical modeling approach for conceptu-
which is particularly attractive to students. Also, alizing and measuring perceived exhibition service
the sample in this study, although randomly drawn quality and the relationships among the five impor-
from the attendees of the 4th MIEE in Macau, does tant services marketing constructs is applicable in
not fully represent attendees in other kinds of exhi- other industries or cultural settings.
bitions of Macau. Future studies should attempt to
examine exhibition service quality across different References
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Event Management, Vol. 20, pp.

565–591 1525-9951/16 $60.00 + .00

A STUDY OF EXHIBITION SERVICE QUALITY, PERCEIVED VALUE,

HUNG-CHE WU,* CHING-CHAN CHENG,† AND CHI-HAN AI*

*Business School, Nanfang College of Sun Yat-sen University, Guangzhou City,

Key words: Exhibition service quality dimensions; Satisfaction; Behavioral intentions;

Introduction was part of. Since then, international-branded

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arousal denotes the degree to which individuals Satisfaction

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Figure 1. A conceptual research model.

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H9: Exhibition service quality positively affects

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outcome quality). Factors identified in the focus Table 1

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Booth personnel’s conduct (BPC) 5.667 8.586 29.277

Ambience (AM) 4.722 7.154 36.431

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the DOI, publisher reference, volume number and page location.

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Waiting time (WT) 1.410 2.137 69.331

the DOI, publisher reference, volume number and page location.

IP: 185.46.86.55 On: Tue, 22 Nov 2016 06:49:55

the DOI, publisher reference, volume number and page location.

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BI4 I will speak highly of the exhibition to my friends and relatives.

the DOI, publisher reference, volume number and page location.

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the DOI, publisher reference, volume number and page location.

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Figure 2. A path model.

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Delivered by Ingenta to: University at Illinois at Urbana-Champaign

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H9: Exhibition service quality positively affects