Mixed Methods Research for Service Innovation Development in the MICE Industry

Abstract

This academic article aims to study and analyze the impact of technology and service innovation adoption in the MICE industry (Meetings, Incentives, Conventions, and Exhibitions). It also assesses the relationship between service innovation development, user experience, and customer satisfaction. This research employs a mixed-methods approach, combining both quantitative methods (such as surveys and statistical analysis) and qualitative methods (such as interviews and focus groups) to gather comprehensive and diverse data. The analysis results indicate that the integration of technology and service innovation in the MICE industry enhances service processes, improving efficiency and significantly increasing customer satisfaction. Moreover, the study finds that the relationship between service innovation and user experience plays a crucial role in fostering customer satisfaction and loyalty. The development of new technologies and services can enhance efficiency and better meet customer needs. This article suggests strategies for improving service processes in the MICE industry based on research findings, aiming to strengthen competitiveness and enhance customer satisfaction at an international level.