The exhibition industry is an important part of the tourism industry, which promotes the flow of people, technology, information, and commodities, promotes the development of trade and economy, and enhances the quality of regional economic development. Many countries and governments at all levels regard the exhibition industry as an important industry for social and economic development and invest a lot ofhumanand material resources to promote the development ofthe exhibition industry. The exhibition industry also promotes economic development with its high return on investment and outstanding industry-driven effect. In the past 20 years, along with the rapid growth of China's economy and the increase in international economic, trade, cultural, and technological exchanges, China's exhibition industry has achieved rapid development and has taken up a larger and larger share in the world exhibition industry. Exhibition activities have become a comprehensive competition and exchangeplatform forurbandevelopment,enterprisesales,andtechnologydisplay.Organizersusevarious methodstoinviteenterprisestoparticipatein exhibitionsand,byproviding high-quality services, hope that these enterprises will participate in exhibitions again. To improve the scale and grade of the exhibition, the organizers are usually government departments, exhibition companies, and industry associations, who are responsible for the planning, organization, management, and service of the exhibition activities. This requires the organizers to coordinate the relationship between different participants and clarify their respective responsibilities to provide satisfactory services to exhibitors.
In this study, the analysis of previous literature reveals that research on consumers' perceived service quality, satisfaction, and loyalty has been conducted for decades, and there is a great deal of related research, especially by researchers on perceived service quality, satisfaction, and loyalty in tourism, but little research on exhibition activities. In response to this situation, the author, by systematically sorting out the development situation of China's exhibition industry, believes that exhibition activities should pay more attention to the perceived service quality, satisfaction, and loyalty, improve the competitiveness of exhibitions, expand the scale and specialization of the exhibition industry,changethepreviousstateofsmall andnumerousexhibitionactivities,improve thevisibilityandcompetitivenessofexhibitionsat homeand internationally, and finally improve the service quality and overall level of Chinese exhibitions in the face of the COVID-19 pandemic and the changing international situation. This study analyzes the factors affecting exhibitors' perceived service quality by drawing on the existed SERVQUAL model and modifies the model with the characteristics of the exhibition industry to design a measurement model of perceived service quality suitable for the exhibition industry. Then the structural equation model between perceived service quality, satisfaction, and loyalty is designed, and the structural validity, convergent validity, and discriminatory validity of the model are examined using AMOS 26.0 to test the adaptability of the model.
Finally, the correlation between perceived service quality, satisfaction, and loyalty is derived through structural equation modeling. This thesis also tested the mediating effect of satisfaction. It is concluded that exhibitors' perceived service quality includes six dimensions, all ofwhich haveasignificant positiveeffect on exhibitors' satisfaction. Satisfaction plays a role as a partial mediating effect between the six dimensions of perceived service quality and loyalty. The thesis concludes by giving research limitations and directions for future research.