초록 열기/닫기 버튼
A study on corporate participants is crucial considering its volume and impacts on the meeting industry, but this area has net been investigated enough due to its difficulties to approach internal data of corporation. The purpose of this study is to understand different participation experience and loyalty by market segments of participation performance of corporate particpants. The 296 units of survey feedback were found to be valid to be analyzed as samples. Factor analysis was executed to verify dimension of participation performance, hierchical cluster analysis and non-hierchical cluster analysis provided market segmentation by perception of participation performance, discriminant analysis for validation, MANOVA to verify difference of participation experience and loyalty between segmented groups. Chi-square and correspondence analysis provided results of demographic difference about perception of participation performance. The study suggest that the corporate meeting planners’ need for customized contents provision by different groups.
키워드열기/닫기 버튼
Corporate Participants, Market Segmentation, Participation Performance(, Loyalty
