FACTORS DETERMINING TRADE SHOW EXHIBITORS’ SATISFACTION AND BEHAVIORAL INTENTIONS

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

Feride Bahar Işın , Kumru Didem Atalay , Ayşegül Alagöz

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

References

• Anderson, E.W., Fornell, C. and Lehmann, D.R. (1994), “Customer satisfaction, market share, and profitability: findings from Sweden”, Journal of Marketing, Vol. 58 No. 3, pp. 53-66.
• 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.
• Bello, D.C. (1992), “Industrial buyer behavior at trade shows: implications for selling effectiveness”, Journal of Business Research, Vol. 25 No. 1, pp. 59-80.
• 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.
• Bonoma, T.V. (1983), “Get more out of your trade show”, Harvard Business Review, Vol. 1, pp. 75-83.
• 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.
• Hansen, K. (1996), “The dual motives of participants at international trade shows: an empirical investigation of exhibitors and visitors with selling motives”, International Marketing Review, Vol. 13 No. 2, pp. 39-53.
• Hansen, K. (1999), “From selling to relationship marketing at international trade fairs”, Journal of Convention & Exhibition Management, Vol. 2 No. 1, pp. 37-53.
• Hansen, K. (2004), “Measuring performance at trade shows: Scale development and validation”, Journal of Business Research, Vol. 57, pp. 1-13.
• Hao-Chen, H. (2016), “How does meetings, incentives, conventions, and exhibitions industry attract exhibitors?”, Asia Pacific Journal of Tourism Research, Vol. 21 No. 1, pp. 73-93.
• Herbig, P.A., O’Hara, B.S. and Palumbo, F. (1997), “Differences between trade show exhibitors and non-exhibitors”, Journal of Business & Industrial Marketing, Vol. 12, pp. 368-382.
• Hultsman, W. (2001), “From the eyes of an exhibitor: characteristics that make exhibitions a success for all stakeholders”, Journal of Convention & Exhibition Management, Vol. 3 No. 3, pp. 27-44.
• Hutchinson, D., Wellington, W.J., Saad, M. and Cox, P. (2011), “Refining value-based differentiation in business relationships: a study of the higher order relationship building blocks that influence behavioural intentions”, Industrial Marketing Management, Vol. 40 No. 3, pp. 465-478.
• Jin, X., Weber, K. and Bauer, T. (2012), “Relationship quality between exhibitors and organizers: a perspective from Mainland China’s exhibition industry”, International Journal of Hospitality Management, Vol. 31 No. 4, pp. 1222-1234.
• Jin, X., Weber, K. and Bauer, T. (2013), “Dimensions and perceptional differences of exhibition destination attractiveness: the case of China”, Journal of Hospitality & Tourism Research, Vol. 37 No. 4, pp. 447-469.
• Johanson, J. and Hallen, E. (1989), “Introduction: business relationships and industrial networks”, in Advances in International Marketing: A Research Annual, JAI Press Inc., Greenwich, CT, pp. xiii-xxiii.
• Jung, M. (2005), “Determinants of exhibition service quality as perceived by attendees”, Journal of Convention & Event Tourism, Vol. 7 No. 3/4, pp. 85-98.
• Kang, J. and Schrier, T. (2011), “The decision-making process of tradeshow exhibitors: the effects of social value, company size, and prior experience on satisfaction and behavioral intentions”, Journal of Convention & Event Tourism, Vol. 12 No. 2, pp. 65-85.
• Kang, M.H., Suh, S.J. and Jo, D. (2005), “The competitiveness of international meeting destinations in Asia: meeting planners’ versus buying centers’ perception”, Journal of Convention & Event Tourism, Vol. 7 No. 1, pp. 57-85.
• Kerin, R.A. and Cron, W.L. (1987), “Assessing trade show functions and performance: an exploratory study”, Journal of Marketing, Vol. 51 No. 3, pp. 87-94.
• Kijewski, V., Yoon, E. and Young, G. (1993), “How exhibitors select trade shows”, Industrial Marketing Management, Vol. 22, pp. 287-298.
• Kim, Y.J., Kang, J.J. and Cho, B.Y. (2013), “Investigating the role of network externalities and perceived value in user loyalty toward a SNS site: integrating network externalities and VTSL model”, in Proceedings of Pacific Asia Conference on Information Systems (PACIS) 2013, Jeju Island, Korea, 18–22 June 2013 17-28.
• Kozak, N. and Kayar, C.H. (2009), “Visitors’ objectives for trade exhibition attendance: a case study on the East Mediterranean International Tourism and Travel Exhibition (EMITT)”, Event Management, Vol. 12, pp. 133-141.
• Lai, I.K.W. (2015), “The cross-impact of network externalities on relationship quality in exhibition sector”, International Journal of Hospitality Management, Vol. 48, pp. 52-67. Lazarus, R.S. (1991), Emotion and Adaption, Oxford University Press, New York, NY.
• Lee, C.H. and Kim, S.Y. (2008), “Differential effects of determinants of multi-dimensions of trade show performance: by three stage of pre-show, at-show and post-show activities”, Industrial Marketing Management, Vol. 37, pp. 784-796. Lee, J. and Back, K. (2009), “Examining the effect of self-image congruence, relative to education and networking, on conference evaluation through its competing models and moderating effect”, Journal of Convention & Event Tourism, Vol. 10, pp. 256-275.
• Lee, M., Yeung, S. and Dewald, B. (2010), “An exploratory study examining the determinants of attendance motivations as perceived by attendees at Hong Kong exhibitions”, Journal of Convention & Event Tourism, Vol. 11 No. 3, pp. 195-208.
• Lee, M.J., Lee, S. and Joo, Y.M. (2015) “The effects of exhibition service quality on exhibitor satisfaction and behavioral intentions”, Journal of Hospitality Marketing & Management, Vol. 24 No. 7, pp. 683-707.
• Lee, S., Su, H. and Dubinsky, A.J. (2005), “Relationship selling in the meeting planner/hotel salesperson dyad”, Journal of Hospitality and Tourism Research, Vol. 29 No. 4, pp. 427-447.
• Li, L-Y. (2007), “The effects of firm resources on trade show performance: how do trade show marketing processes matter?”, Journal of Business & Industrial Marketing, Vol. 23 No. 1, pp. 35-47.
• Lin, C.P., Tsai, H.Y., Wang, Y.J. and Chiu, C.K. (2011), “Modeling IT relationship quality and its determinants: a potential perspective of network externalities in e-service”, Technological Forecasting & Social Change, Vol. 78 No. 1, pp. 171-184.
• Lin, K.Y. and Lu, H.P. (2011), “Why people use social networking sites: an empirical study integrating network externalities and motivation theory”, Computers in Human Behavior, Vol. 27 No. 6, pp. 1152-1161.
• Lin, Y., Jiang, J. and Kerstetter, D. (2015), “A three-component framework for trade show performance evaluation”, Journal of Hospitality & Tourism Research, 3, 6 pp. 1-25.
• Lu, Y. and Cai, L. (2009), “Analysis of image and loyalty for exhibitions and host destinations”, in Proceedings from the 2009 International CHRIE Conference, San Francisco, CA, July/August 17-26.
• Luo, Q. (2007), “Trade show operation models: characteristics, process, and effectiveness – cases from Dongguan”, Journal of China Tourism Research, Vol. 3 No. 3/4, pp. 478-508.
• McGee, J. and Sammut-Bonnici, T.A. (2002), “Network industries in the new economy”, European Business Journal, Vol. 14 No. 3, pp. 116-132.
• Munuera, J.L. and Ruiz, S. (1999), “Trade fairs as services: a look at visitors’ objectives in Spain”, Journal of Business Research, Vol. 44 No. 1, pp. 17-24.
• O’Hara, B.S. (1993), “Evaluating the effectiveness of trade shows: a personal selling perspective”, Journal of Personal Selling and Sales Management, Vol. 13 No. 3, pp. 67-78.
• Ok, C., Back, K. and Shanklin, C.W. (2007), “Mixed findings on the service recovery Paradox”, The Service Industries Journal, Vol. 27 No. 6, pp. 1-16.
• Olsen, N. and Sallis, J. (2006), “Market scanning for new service development”, European Journal of Marketing, Vol. 40 No. 5/6, pp. 466-484.
• Oppermann, M. and Chon, K.S. (1997), “Convention participation decision-making process”, Annals of Tourism Research, Vol. 24 No. 1, pp. 178-191.
• Parasuraman, A. (1981), “The relative importance of industrial promotion tools”, Industrial Marketing Management, Vol. 10, pp. 277-281.
• Parasuraman, A., Zeithaml, V.A. and Berry, L.L. (1996), “The behavioral consequences of service quality”, Journal of Marketing, Vol. 60, pp. 31-46.
• Polonsky, M. (1996), “Stakeholder management and the stakeholder matrix: potential strategic marketing tools”, Journal of Marketing-Focused Management, Vol. 1 No. 1, pp. 209-229.
• Pontiggiaa, A. and Virili, F. (2010), “Network effects in technology acceptance: laboratory experimental evidence”, International Journal of Information Management, Vol. 30 No. 1, pp. 68-77.
• Rainbolt, G., Benfield, J. and Loomis, R. (2012), “Visitor self-report behavior mapping as a tool for recording exhibition circulation”, Visitor Studies, Vol. 15 No. 2, pp. 203-216.
• Rauyruen, P. and Miller, K.E. (2007), “Relationship quality as a predictor of B2B customer loyalty”, Journal of Business Research, Vol. 60 No. 1, pp. 21-31.
• Rinallo, D., Borghini, S. and Golfetto, F. (2010), “Exploring visitor experiences at trade shows”, Journal of Business & Industrial Marketing, Vol. 25 No. 4, pp. 249-258.
• Rosson, P. and Seringhaus, F. (1995), “Visitor and exhibitor interaction at industrial trade fairs”, Journal of Business Research, Vol. 32 No. 1, pp. 81-90.
• Seringhaus, F.H.R. and Rosson, P.J. (1994), “International trade fairs and foreign market involvement: review and research directions”, International Business Review, Vol. 3, No. 3, pp. 311-329.
• Seringhaus, F.H.R. and Rosson, P.J. (2001), “Firm experience and international trade fairs”, Journal of Marketing Management, Vol. 17 No. 7/8, pp. 877-901.
• Severt, D., Wang, Y., Chen, P. and Breiter, D. (2007), “Examining the motivation, perceived performance, and behavioral intentions of convention attendees: evidence from a regional conference”, Tourism Management, Vol. 28 No. 2, pp. 399-408.
• Sharland, A. and Balogh, P. (1996), “The value of non-selling activities at international trade shows”, Industrial Marketing Management, Vol. 25 No. 1, pp. 59-66.
• Shemwell, D.J., Yavas, U. and Bilgin, Z. (1998), “Customer-service provider relationships: an empirical test of a model of service quality, satisfaction and relationship-oriented outcomes”, International Journal of Service Industry Management, Vol. 9 No. 2, pp. 155-168.
• Shipley, D., Egan, C. and Wong, K. (1993), “Dimensions of trade show exhibiting management”, Journal of Marketing Management, Vol. 9, pp. 55-63.
• Shoham, A. (1999), “Performance in trade shows and exhibitions: a synthesis and directions for future research”, Journal of Global Marketing, Vol. 12 No. 3, pp. 41-57.
• Smith, T.M., Gopalakrishna, S. and Smith, P.M. (2004), “The complementary effect of trade shows on personal selling”, International Journal of Research in Marketing, Vol. 21 No. 1, pp. 61-76.
• Strader, T., Ramaswami, S. and Houle, P. (2007), “Perceived network externalities and communication technology acceptance”, European Journal of Information Systems, Vol. 16 No. 1, pp. 54-65.
• Tafesse, W. and Korneliussen, T. (2011), “The dimensionality of trade show performance in an emerging market”, International Journal of Emerging Markets, Vol. 6 No. 1, pp. 38-49.
• Tanner, J.F. Jr (2002), “Leveling the playing field: factors influencing trade show success for small companies”, Industrial Marketing Management, Vol. 31, pp. 229-239.
• Tanner, J.F. Jr and Chonko, L.B. (1995), “Trade show objectives, management and staffing practices”, Industrial Marketing Management, Vol. 24 No. 4, pp. 257-264.
• Tanner, J.F. Jr, Chonko, L.B. and Ponzurick, T.V. (2001), “A learning model of trade exhibition attendance”, Journal of Convention & Exhibition Management, Vol. 3 No. 3, pp. 3-26.
• Taylor, S.A. and Baker, T.L. (1994), “An assessment relationship between service quality and customer satisfaction in the foundation of consumers’ purchase intentions”, Journal of Retailing, Vol. 70 No. 2, pp. 163-178.
• Walsh, M.F., Winterich, K.P. and Mittal, V. (2010), “Do logo redesigns help or hurt your brand? The role of brand commitment”, Journal of Product and Brand Management, Vol. 19 No. 1, pp. 76-84.
• Wan, P. and Siu, N. (2012), “The impact of the servicescape on the desire to stay in convention and exhibition centers: the case of Macao”, International Journal of Hospitality Management, Vol. 31 No. 1, pp. 236-246.
• Wan, Y.K. (2011), “Assessing the strengths and weaknesses of Macao as an attractive meeting and convention destination: perspectives of key informants”, Journal of Convention & Event Tourism, Vol. 12 No. 2, pp. 129-151.
• Whitfield, J., Dioko, L.A.N., Webber, D. and Zhang, L. (2014), “Attracting convention and exhibition attendance to complex MICE venues: emerging data from Macao”, International Journal of Tourism Research, Vol. 16, pp. 169-179.
• Whitfield, J. and Webber, D.J. (2011), “Which exhibition attributes create repeat visitation?”, International Journal of Hospitality Management, Vol. 30, pp. 439-447.
• Wong, J., Li, T., Peng, N. and Chen, A.H. (2014), “Conceptualizing trade show visitors’ consumption behavior”, International Journal of Tourism Research, Vol. 16 No. 4, pp. 325-328.
• Yeongbae, C., Sang-Min, L. and Dae-Kwan, K. (2014), “Understanding the exhibition attendees’ evaluation of their experiences: a comparison between high versus low mindful visitors”, Journal of Travel & Tourism Marketing, Vol. 31, No. 7, pp. 899-914.
• Yoo, J. and Chon, K. (2008), “Factors affecting convention participation decision-making: developing a measurement scale”, Journal of Travel Research, Vol. 47 No. 3, pp. 113-122.
• Zhang, L., Qu, H. and Ma, J. (2010), “Examining the relationship of exhibition attendees’ Satisfaction and expenditure: the case of two major exhibitions in China”, Journal of Convention & Event Tourism, Vol. 11 No. 2, pp. 100-118.
• Zhao, L. and Lu, Y. (2012), “Enhancing perceived interactivity through network externalities: an empirical study on micro-blogging service satisfaction and continuance intention”, Decision Support Systems, Vol. 53 No. 4, pp. 825-834.
• Zhou, T. and Lu, Y. (2011), “Examining mobile instant messaging user loyalty from the perspectives of network externalities and flow experience”, Computers in Human Behavior, Vol. 27 No. 2, pp. 883-889.