A Study of the Enhancement of Service Quality and Satisfaction by Taiwan MICE Service Project

In terms of the extensive questionnaire survey of MICE (Meetings, Incentives, Conventions, & Exhibitions) made by the Bureau of Foreign Trade, Ministry of Economic Affairs (MOEA), R.O.C., it estimates that the MICE industry might bring about TWD 71.7 billion annual output value, TWD 30.3 billion direct output value, and TWD 41.4 billion peripheral benefit output value. It also results in 12,815 employment population. The MICE Service Project is important impetus to promote MICE industry. In this study, it finds out that the MICE Service Project correlates with the enhancement of service quality, in which ‘to train and to certificate professionals’, ‘to launch new exhibitions’, and ‘to improve hardware facilities in the exhibition place’ have more impacts on enhancing the quality. Therefore, to improve the effects and the outcomes of service project implementation may enhance the service quality, which would influence positively on the development of the industry. Furthermore, ‘assurance’ and ‘empathy’ both have significant effects on and explanatory abilities to the degree of satisfaction, implying that offering consideration and attention timely have significant effects on the degree of participants’ satisfaction.