This Agricultural Products exhibition is doing to strengthen agricultural marketing at home and abroad. The purpose of this study is to explore the extent of expected importance and perceived satisfaction of the customer regarding the various services and products provided by the agricultural product exhibition in Pingtung County of Taiwan. The “SERVQUAL” scale was used to design a questionnaire to explore the differences between expected importance and perceived satisfaction of participants. A total of 306 valid questionnaires were collected in this study. The priority ranking for improvements, as shown by the QI values of the six service quality aspects in the SERVQUAL, is as follows: first, “Caring”; second, “Guarantee”; third, “Reliability”; fourth, “Creativity”; fifth, “Reactivity”; and sixth “Tangibility”. The organizers must also continuously provide more intricate service standards to enhance the satisfaction of costumer for the consumer to repeating his attendance. This study is the case study, not only the location is special, but the exhibition hall is also different, so the study conclusion can’t be inferred from all agricultural exhibition activities. It is suggested that the questionnaire can include more agricultural exhibition activities to make the overall results more complete.
Cite this paper
Chang, W. , Ardiyanto, A. N. , Wu, C. and Lin, C. (2020). The Application of SERVQUAL Model to Construct Indicators for Improvement of Agricultural Products Exhibitions Service Quality. Open Access Library Journal, 7, e6490. doi: http://dx.doi.org/10.4236/oalib.1106490.
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