FACTORS DETERMINING TRADE SHOW EXHIBITORS’ SATISFACTION AND BEHAVIORAL INTENTIONS

Authors : Feride Bahar KURTULMUŞOĞLU, Kumru Didem ATALAY, Ayşegül ALAGÖZ

Pages : 53-74

View : 12 | Download : 7

Publication Date : 2017-12-30

Article Type : Research Paper

Abstract :This study presents a model that can measure the satisfaction and behavioral intentions of exhibitors participating in trade shows. The main purpose of this study is to determine the effects of marketing objective effectiveness, service quality of the trade show, and business network size on exhibitors’ satisfaction and behavioral intentions. Various trade show service factors were incorporated into a structural equation framework that was used to examine the causal relationships between the trade show service factors, exhibitor satisfaction, behavioral intentions. The variable with the highest impact on satisfaction was marketing objective effectiveness, while service quality of the trade show had a lesser effect on satisfaction. Business network size had no direct effect on satisfaction. The high correlation between business network size and service quality of the trade show suggests an indirect relationship between business network size and satisfaction. In other words, exhibitors perceive business network size as a component of the service quality of the trade show. The limited number of studies focusing on the satisfaction and behavioral intentions of exhibitors at trade shows have concentrated on the exhibitors’ self-evaluation of their performance, ignoring the effects of organizers, other stakeholders on their satisfaction and behavioral intentions.
Keywords : structural equation framework, marketing objective effectiveness, service quality of the trade Show