Factors Influencing State Association Planners' Overall Satisfaction with a Convention Experience

ABSTRACT

Customer satisfaction has attracted attention from both the industry and academia. However, customer satisfaction within the meeting industry has largely been unexplored. This study evaluated state association planners' satisfaction based on their most recent convention experience and identified factors influencing planners' overall satisfaction. A fax survey was conducted with a sample of 673 association planners (a 37.4% response rate). Forty-five attributes were factor analyzed and emerged into an 8-factor solution. Multiple regression analyses were then performed to identify factors influencing the respondents' overall satisfaction and repeat intention. The study results indicated that quality of meeting rooms was not only ranked as one of the most important areas for explaining respondents' overall satisfaction, but also showed a significant relationship in explaining their intention to return.

Key Words:

• State associations
• convention planners
• overall satisfaction
• repeat intention