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Year 2017, Volume: 2 Issue: 3, 53 - 74, 30.12.2017

Abstract

References

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  • Blythe, J. (2000), “Objectives and measures at UK trade exhibitions”, Journal of Marketing Management, Vol. 16, pp. 203-222.
  • Blythe, J. (2002), “Using trade fairs in key account management”, Industrial Marketing Management, Vol. 31 No. 7, pp. 627-635.
  • Blythe, J. and Rayner, T. (1996), “The evaluation of non-selling activities at British trade exhibitions: an exploratory study”, Marketing Intelligence & Planning, Vol. 14 No. 5, pp. 20-24.
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  • Geigenmuller, A. (2008), “The role of virtual trade fairs in relationship value creation”, Journal of Business & Industrial Marketing, Vol. 25 No. 4, pp. 284-292.
  • Geigenmüller, A. and Bettis-Outland, H. (2012), “Brand equity in B2B services and consequences for the trade show industry”, Journal of Business & Industrial Marketing, Vol. 27 No. 6, pp. 428-435.
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  • Ghobadian, A., Speller, S. and Jones, M. (1994), “Service quality: concepts and models”, International Journal of Quality & Reliability Management, Vol. 11 No. 9, pp. 43-66.
  • Gopalakrishna, S. and Lilien, G.L. (1995), “A three-stage model of industrial trade show performance”, Marketing Science, Vol. 14 No. 1, pp. 22-42.
  • Gopalakrishna, S., Lilien, G.L., Williams, J.D. and Seqeuira, I.K. (1995), “Do trade shows pay off?”, Journal of Marketing, Vol. 59 No. 3, pp. 75-83.
  • Gopalakrishna, S., Roster, C.A. and Sridhar, S. (2010), “An exploratory study of attendee activities at a business trade show”, Journal of Business & Industrial Marketing, Vol. 25 No. 4, pp. 241-248.
  • Gottlieb, U.R., Brown, M.R. and Drennan, J. (2011), “The influence of service quality and trade show effectiveness on post-show purchase intention”, European Journal of Marketing, Vol. 45 No. 11, pp. 1642-1659.
  • Gottlieb, U.R., Brown, M.R. and Ferrier, L. (2014), “Consumer perceptions of trade show effectiveness: scale development and validation within a B2C context”, European Journal of Marketing, Vol. 48 No. 1/2, pp. 89-107.
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FACTORS DETERMINING TRADE SHOW EXHIBITORS’ SATISFACTION AND BEHAVIORAL INTENTIONS

Year 2017, Volume: 2 Issue: 3, 53 - 74, 30.12.2017

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.

References

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  • Barczyk, C.C., Glisan, G.B. and Lesch, W.C. (1989), “Trade show participation: inter-industry and organizational motives”, Journal of Professional Services Marketing, Vol. 4 No. 1, pp. 131-148.
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  • Bello, D. and Barczak, G. (1990), “Using industrial trade shows to improve new product development”, Journal of Business & Industrial Marketing, Vol. 5 No. 2, pp. 43-56.
  • Bello, D.C. and Lohtia, R. (1993), “Improving trade show effectiveness by analyzing attendees”, Industrial Marketing Management, Vol. 22 No. 4, pp. 311-318.
  • Berne, C. and Garcia-Uceda, M. (2008), “Criteria involved in evaluation of trade shows to visit”, Industrial Marketing Management, Vol. 37, pp. 565-579.
  • Bettis-Outland, H., Cromartie, J.S., Johnston, W.J. and Borders, L.A. (2010), “The return on trade show information (RTSI): a conceptual analysis”, Journal of Business & Industrial Marketing, Vol. 25 No. 4, pp. 268-71.
  • Bitner, M.J. (1992), “Servicescapes: the impact of physical surroundings on customers and employees”, Journal of Marketing, Vol. 56, pp. 57-71.
  • Bitner, M.J., Ostrom, A.L. and Morgan, F.N. (2008), “Service blueprinting: a practical technique for service innovation”, California Management Review, Vol. 50 No. 3, pp. 66-94.
  • Blythe, J. (1999), “Visitor and exhibitor expectations and outcomes at trade exhibitions”, Marketing Intelligence & Planning, Vol. 17 No. 2, pp. 100-110.
  • Blythe, J. (2000), “Objectives and measures at UK trade exhibitions”, Journal of Marketing Management, Vol. 16, pp. 203-222.
  • Blythe, J. (2002), “Using trade fairs in key account management”, Industrial Marketing Management, Vol. 31 No. 7, pp. 627-635.
  • Blythe, J. and Rayner, T. (1996), “The evaluation of non-selling activities at British trade exhibitions: an exploratory study”, Marketing Intelligence & Planning, Vol. 14 No. 5, pp. 20-24.
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  • Boshoff, C. and Gray, B. (2004), “The relationships between service quality, customer satisfaction and buying intentions in the private hospital industry”, South African Journal of Business Management, Vol. 35 No. 4, pp. 27-37.
  • Brady, M. and Robertson, C. (2001), “Searching for a consensus on the antecedent role of service quality and satisfaction: an exploratory cross-national study”, Journal of Business Research, Vol. 51 No. 1, pp. 53-60.
  • Breiter, D. and Milman, A. (2006), “Attendees’ needs and service priorities in a large convention center: application of the importance-performance theory”, Tourism Management, Vol. 27, pp. 1364-1370.
  • Browning, J. and Adams, R. (1988), “An effective promotional tool for the small industrial business”, Journal of Small Business Management, Vol. 26 No. 4, pp. 31-36.
  • Chen, Y. and Mo, H. (2012), “Attendees’ perspectives on the service quality of an exhibition organizer: a case study of a tourism exhibition”, Tourism Management Perspectives, Vol. 1, pp. 28-33.
  • Chon, K. and Weber, K. (2002), Convention Tourism: International Research and Industry Perspectives, Taylor & Francis, Inc., Oxford, UK. Chonko, L.B., Tanner, J.F. and McKee, J. (1994), “Behind the booths”, Marketing Management, Vol. 3 No. 1, pp. 40-43.
  • Cox, J.M. (1993), “How effective is your exhibit?”, Successful Meetings, 3,1 pp. 59-61.
  • Dekimpe, M.G., Franc¸ois, P., Gopalakrishna, S., Lilien, G.L. and van den Bulte, C. (1997), “Generalizing about trade show effectiveness: a cross-national comparison”, Journal of Marketing, Vol. 61 No. 4, pp. 55-64.
  • Dickson, J.R. and Faria, A.J. (1985), “Firms with large market shares, product lines rate shows highly”, Marketing News, Vol. 10, pp. 10-14.
  • Doganoglu, T. and Grzybowski, L. (2007), “Estimating network effects in mobile telephony in Germany”, Information Economics and Policy, Vol. 19 No. 1, pp. 65-79.
  • Fliesher, C.S. (2007), “Using open source of data in developing competitive and marketing intelligence”, European Journal of Management, Vol. 27 No. 7/8, pp. 852-866.
  • Friedman, S. (2001), “Common trade show marketing mistakes”, available at http://www.tradeshowcoach.com (accessed 18 August 2008).
  • Geigenmuller, A. (2008), “The role of virtual trade fairs in relationship value creation”, Journal of Business & Industrial Marketing, Vol. 25 No. 4, pp. 284-292.
  • Geigenmüller, A. and Bettis-Outland, H. (2012), “Brand equity in B2B services and consequences for the trade show industry”, Journal of Business & Industrial Marketing, Vol. 27 No. 6, pp. 428-435.
  • George, K. (2012), “A model for assessing consumer perceptions of quality”, International Journal of Quality and Service Sciences, Vol. 4 No. 1, pp. 175-188.
  • Ghobadian, A., Speller, S. and Jones, M. (1994), “Service quality: concepts and models”, International Journal of Quality & Reliability Management, Vol. 11 No. 9, pp. 43-66.
  • Gopalakrishna, S. and Lilien, G.L. (1995), “A three-stage model of industrial trade show performance”, Marketing Science, Vol. 14 No. 1, pp. 22-42.
  • Gopalakrishna, S., Lilien, G.L., Williams, J.D. and Seqeuira, I.K. (1995), “Do trade shows pay off?”, Journal of Marketing, Vol. 59 No. 3, pp. 75-83.
  • Gopalakrishna, S., Roster, C.A. and Sridhar, S. (2010), “An exploratory study of attendee activities at a business trade show”, Journal of Business & Industrial Marketing, Vol. 25 No. 4, pp. 241-248.
  • Gottlieb, U.R., Brown, M.R. and Drennan, J. (2011), “The influence of service quality and trade show effectiveness on post-show purchase intention”, European Journal of Marketing, Vol. 45 No. 11, pp. 1642-1659.
  • Gottlieb, U.R., Brown, M.R. and Ferrier, L. (2014), “Consumer perceptions of trade show effectiveness: scale development and validation within a B2C context”, European Journal of Marketing, Vol. 48 No. 1/2, pp. 89-107.
  • Grimwade, K. (2009), An Exploratory Study to Examine The Factors Influencing the Satisfaction of Delegates at an Exhibition, Undergraduate Dissertation. Bournemouth University, Bournemouth, Dorset, UK.
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There are 103 citations in total.

Details

Journal Section Makaleler
Authors

Feride Bahar Işın

Kumru Didem Atalay

Ayşegül Alagöz

Publication Date December 30, 2017
Submission Date September 14, 2017
Acceptance Date December 30, 2017
Published in Issue Year 2017 Volume: 2 Issue: 3

Cite

APA Işın, F. B., Atalay, K. D., & Alagöz, A. (2017). FACTORS DETERMINING TRADE SHOW EXHIBITORS’ SATISFACTION AND BEHAVIORAL INTENTIONS. International Journal of Health Management and Tourism, 2(3), 53-74.