Assessing SERVQUAL Dimensions on Attendee Satisfaction in Chinese Business Exhibitions

Business exhibitions in China are critical economic catalysts, yet the specific drivers of attendee satisfaction remain underexplored.This study quantitatively assesses the impact of SERVQUAL's five dimensions-tangibles, reliability, responsiveness, assurance, and empathy-on attendee satisfaction within the Chinese business exhibition context.Utilizing a structured questionnaire based on the SERVQUAL model, data was collected from attendees across major trade shows in key Chinese cities. Confirmatory factor analysis validated the measurement model, while structural equation modeling (SEM) quantified the relationships between service quality dimensions and overall satisfaction.Results indicate that responsiveness (timely problem-solving and information access) and assurance (knowledgeable staff and trustworthiness) emerge as the most potent predictors of attendee satisfaction.Reliability was moderately influential, while tangibles and empathy showed comparatively weaker, though still significant, direct effects.The findings highlight that while infrastructure (tangibles) is foundational, Chinese exhibition attendees prioritize competent, responsive, and trustworthy interactions.This research provides empirical evidence for exhibition organizers to strategically allocate resources, prioritize staff training in communication and problem-solving, and tailor service delivery to enhance attendee experience and competitive advantage in China's dynamic exhibition market.