Exhibitor Perspective on the Relationship Quality in Trade Fairs in China
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China's trade fair industry has enjoyed fast growth in the past two decades and is facing consolidation. Competition among trade fairs for quality participants is increasingly intensive. If and how organizers can build up B2B customer loyalty becomes a key issue for competitive advantages of trade fairs. This paper aims to use relationship marketing theory to examine the adaption of the relationship quality concept in the trade fair sector in China. Altogether 33 semi-structured interviews were conducted in four major international trade fairs staged in Guangzhou and Beijing. Results indicate the perceptions of exhibitors regarding relationship orientation, organizer reliability and service quality, and how communication, service quality, trust and commitment contribute to trade fair relationship quality. By taking a qualitative approach to probe the perceptions of exhibitors, this paper is able to identify in-depth issues and problems. Findings may also have implications to trade fair industries in other countries and regions.
Proceedings of the 5th World Conference for Graduate Research in Tourism, Hospitality and Leisure
© 2010 World Conference for Graduate Research in Tourism, Hospitality and Leisure. The attached file is reproduced here in accordance with the copyright policy of the publisher. Please refer to the conference's website for access to the definitive, published version.
Business and Management not elsewhere classified