FACTORS DETERMINING TRADE SHOW EXHIBITORS’ SATISFACTION AND BEHAVIORAL INTENTIONS

Yıl 2017, Cilt: 2 Sayı: 3, 53 - 74, 30.12.2017

Feride Bahar Işın Kumru Didem Atalay Ayşegül Alagöz

Öz

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.

Anahtar Kelimeler

structural equation framework, marketing objective effectiveness, service quality of the trade Show

Kaynakça

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