Understanding exhibitor satisfaction in trade shows and consumer fairs

Item Type Book Section

Trade shows (i.e., business-to-business exhibitions) and public fairs (i.e., business-to-consumer exhibitions) are an essential instrument in the marketing of goods and services. They provide vendors with a focused platform for communication and exchange with customers of different kinds (cf. Kirchgeorg 2005). The fair and trade show business itself has become an international multi-billion dollar industry (cf. Hansen 2004), in which organizers of trade shows and consumer fairs earn the biggest share of sales with exhibitors, who are paying fees for exhibition services. Like other services, trade shows and consumer fairs exhibit intangible elements and a high degree of customer integration as co-producer of perceived service quality at the point of service (cf. Parasuraman et al. 1988). Thus, public fair and trade show managers strive for high levels of exhibitor (and visitor) satisfaction in order to foster desired attitude and behavior among exhibiting companies (like, e.g., intention to buy, positive word of mouth and purchase or repurchase behavior cf. Keaveney 1995) which are positively related to financial performance (e.g., Anderson et al. 1994). The measurement and evaluation of customer satisfaction (i.e., exhibitors’ and visitors’ satisfaction) are therefore key success factors for managers of public fairs and trade shows, who need to decide how to deploy their limited resources to achieve high levels of satisfaction.

Authors Reinhold, Michael; Reinhold, Stephan & Schmitz, Christian
Subjects business studies
Institute/School IfM - Institute of Marketing
IMP - Institute for Systemic Management and Public Governance
HSG Classification not classified
Date December 2017
Publisher Springer
Place of Publication Berlin
Volume 2
Page Range 857-872
Number of Pages 15
Title of Book Handbuch Messemanagement
ISBN 978-3-8349-7089-3
Publisher DOI 10.1007/978-3-8349-7089-3
Official URL http://www.springer.com/de/book/9783834933683
Depositing User Dr. Stephan Reinhold
Date Deposited 08 Jan 2018 11:09
Last Modified 08 Jan 2018 11:10
URI: https://www.alexandria.unisg.ch/publications/253222


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Reinhold, Michael; Reinhold, Stephan & Schmitz, Christian: Understanding exhibitor satisfaction in trade shows and consumer fairs. Berlin : Springer, 2017, S. 857-872.


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