Table of contentsElements that influence the perception of the service quality of an eventLocationSafetyCustomer serviceCreativityEvent flowValueImportance of communication and marketing in event planningMystery shopping involves the practice by in which individuals pose as potential customers, who rate customer service and overall involvement in obtaining a product or service. Certain elements must be present in an event that can influence the customer's overall perception to judge the service quality of that occasion. Mystery shopping is used to study the nature of administration carried out by stores and customer service points. The person who plays the role of mystery shopper carries out predetermined tasks, such as finding out about a specific administration or offer, purchasing an item, or registering a protest. Throughout the process, the secret shopper monitors the behavior of the worker present and, after leaving the business environment, records his or her perceptions on an unusually arranged form. Event marketing should by far be driven by one main goal; through which the set objectives must be achieved (Reber, 2014). There are many factors that influence how overall service quality is perceived by customers attending an event. The aim of this essay is to identify the different elements that exist in the event and management services sector and which have the greatest effect on the perception of service quality. Say no to plagiarism. Get a tailor-made essay on “Why Violent Video Games Should Not Be Banned”? Get an original essayElements that influence the perception of the service quality of an eventThe following characteristics form the basis on which customers use to judge the overall experience or image that an event conveys to them.VenueThe venue used must be able to accommodate the targeted audience. “There must be a connection between the chosen location and the community served” (Reber, 2014). The type of event, layout and space influence the type of setting used to accommodate the entire event. For example, the Mobile World Congress event, which attracts over 100,000 people, uses the Fira de Barcelona venue, which has the capacity to accommodate all the people, products and equipment to be used. Since this type of event attracts a huge crowd from all over the world, the venue must be large enough to accommodate the necessary participants. The layout of the place is designed to leave sufficient walking space. Individuals can freely make their way to the different stands without any inconvenience. This allows easy access to the location of the products. Security Security involves the safety of customers, products and customer service personnel. Security serves to generate confidence in the safety of the event by reducing fear and anxiety among consumers. Many factors such as the number of entry points, customer population and access to restricted locations influence customers' overall perception of security (Melbourne Showgrounds, 2017). All of these factors must be closely monitored in order to create a safe atmosphere at the site. For example, the Mobile World Congress is closely monitored through the use of CCTV cameras to detect suspicious activity. Security personnel, like police officers, must be present at events that attract huge crowds. This is done in order to reduce response time, if a security-threatening issue in this event arises.Customer Service Catering for customers is the selling point of an event, and it strongly influences their perception of the entire event; whether it was positive or negative. Customer service involves responding to customer needs regarding the products or services offered. Customer perception is influenced by factors such as how information is offered, the time taken to respond, and how the said product or service can help the customer achieve their desires. Customer catering should be easily accessible in order to convince them to purchase or participate in a brand's service (SponsorBoat, 2014). This is evident by the many customer service members helping consumers with mobile-related issues at Mobile World Congress. Each booth, representing a different mobile brand, has unique employees trying to explain new features that can help customers easily complete certain tasks. Customer service helps customers make decisions about purchasing products; therefore, it should be presented in a way that positively entices the customer to attend events in the future. Creativity This involves coming up with ingenious ideas that can impact the audience's emotions (Reber, 2014). It's about presenting elements that capture and captivate the audience's attention, thus bringing them closer to a brand's products. Creativity serves to leave a lasting impression in the minds of customers. The represented perception lasts longer, even after the event is over. For example, consumers were highly motivated to attend the upcoming Mobile World Congress after various mobile brands showcased their products using holographic displays that captivated the spectators. Live streaming also proved ingenious for online customers who were unable to attend the event. Creativity should be original and unique only to that event so that this occasion leaves a lasting impression on its customers (Event, 2012). Event Flow Overall management influences the tone and direction by which the event flows (Reber, 2014). ). The flow is affected by the sequences included in this event. The organization of procedures must be led by a leader to avoid disengagement of the audience from the event. Attendees at the World Mobile Congress, for example, were directed to different viewpoints using microphones and directional arrows pointing the way. The progress of an event must be directed by a schedule that allows equal time to be spent at different stopping points. The audience is not only captivated, but they also establish an emotional connection with the event as they are anxious and excited to see what will be presented next. A successful flow of events includes audience participation by allowing them to proceed in the described sequence of the entire event. Value Value is new knowledge gained by customers after attending an event. This can be done through the introduction of new products or services that achieve better results compared to older versions. Customers feel like they have gained something by attending the event and are therefore more likely to attend similar events in the future. Events that provide value to customers are designed with “repeatability and scalability” in mind (Reber, 2014). This allows the organizers of such an event to be able to reproduce such an occasion while offering new products that do not exist on the market. Value can also take the form of the message conveyed in the theme of an event. for example, the theme ofMobile World Congress 2017, outlining the role mobile phones play in our world today, was Elementary. The various new advanced technological devices have not overshadowed the message presented by the theme. Value; therefore, the message carried by the audience once the event is over (Reber, 2014). Importance of Communication and Marketing in Event Planning Communication plays a vital role in ensuring effectiveness. Success in any event management is multi-faceted and involves more details that involve more than normal communication between individuals and team members. Various pieces of the puzzle are necessary to achieve an impeccable event (Reber, 2014). Having the right momentum to decide when to communicate and speak is vital and a skill that takes time to acquire. It is therefore one of the essential traits of the event management profession. As soon as an event is scheduled, a planner must deliver it. Planning an event involves the time, dates and location where the event will take place. The key to an effective event and one that event managers can put to good use is to reinforce event promotion efforts with targeted, personalized messages to each guest who has been identified. Each group of guests should receive specific messages tailored to their interests. Response rates to a universal welcome may be less than half the number of invitations to particular gatherings of participants (Hill, 2015). For example, prospects, VIP customers, individuals at various affiliation levels, etc. Furthermore, it is important to send personalized requests. Some of these solicitations include “To Whom It May Concern” or others may have titles like “Dear Customer.” Additionally, these solicitations should be replaced with key fields such as initial title, name and organization which are then grouped into the host initiative note. Consolidating the mail will make the welcome note seem less like a general welcome message and more like a singular proposition. This exploration established that purpose-driven and tailored messaging can make the difference between an effective occasion and a poorly-responsed distributed event. Email is the primary method of dedicated and modified solicitations (Hill, 2015). Personalization primarily aims to inform major cases related to advertising skills that can embody the defining moment of an event. Creating a compelling website for the events business is essential for effective presentation of occasions. It is fundamental for an event site to allow attendees to register and pay for an event on the web. There are distinctive sites featuring exercises that can be used to boost signups and interest, for example, active riser reimbursements, cluster rates, and travel codes. Offering online event registration through methods for the event web page is essential, as it allows coordinators to determine whether they will have the appropriate measure of space, support, seating, and equipment during the event (SponsorBoat, 2014). Without a robust online registration system and the ability to track these metrics, organizers routinely overbook a stage or undersell the space they purchased. A quality event website should present attendees with an incentive for the event and streamline the registration process for all parties. Online enlistment frameworks can offer much more than just web forms that collect information by mailelectronics or exceed expectations. These frameworks can pre-populate participant information into enrollment forms and provide a basic three-click signup handle demonstrated to dramatically increase response rates. Nobody likes to round long structures. Organizers can use components of the framework to allow participants to register only for occasional sessions that they deem important (SponsorBoat, 2014). Additionally, organizers can encourage piecemeal enrollment by displaying different registration methods on sites for different types of participants. For example, VIP participants would be invited to take an interest in a selected excursion on systems administration while others would simply observe the informative sessions during the enrollment procedure. The other key to the success of the event is the automation of each regulatory project. Data segment, packaging filling, manual portion preparation, physical reporting, conducting telephone enrolments, telephone surveys and various activities consume a colossal amount of time and resources. Again, scheduling systems can automate these pesky limits and hire a single coordinator to run more events, improve the flow of events, focus on larger dollar obligations, fix problems. They have learned to take decisions and to leave the work environment at a reasonable time each day (Cornelissen, 2014). Opportunity battles will turn out to be even more dynamic and computerization can bring in investment assets priced close to around ninety-two percent. In recent times and considering the rapidly changing business conditions, it is the perfect opportunity for event organizers to appropriate the invention tools of the 21st century and use them more, thereby increasing their full wealth for the most extreme rate of profitability. may be to always look for better approaches claiming to develop the company's revenue. Key dream methods constantly searching for new opportunities and developing methodologies for the organization to take advantage of them. The organization could discover exciting and developing business areas where it could provide products or benefits (Cornelissen, 2014). Designing approaches claiming to offer additional administrations alternating with customer outcomes that an organization now needs will be an alternative approach to accelerate development (Cornelissen, 2014). Additionally, marketing and communications play an important role in promoting goodwill within the event management and planning process. Event organizations use matching methodologies to create the appearance of continually becoming a great corporate resident. Publicity about the company's altruistic activities will be limited and this may be over. The Presentation Branch Previously, an organization also tried with community, territorial or national figure events that the organization could previously participate in to produce publicity (Hill, 2015). Organizations purchase sponsorships and brand events that get featured on national television for the sample. Yet sponsorship of smaller events, for example children's neighborhood sports leagues, could also prove compelling. Event planning and management becomes beneficial when it comes to the,.