The Study On Relationship Quality Between Exhibitors And Organizers

With the development of exhibition industry, the competition of trade showbecomes more intense. In this context, the one who can keep a good relationship withthe exhibitors can get competitive advantage. Therefore, the relationship qualitybetween the exhibitors and organizers becomes particularly important. Contrastingthese recent industry developments with the current focus of academic research, it isnoted that to date no studies have explored the transformed relationship betweenorganizers and exhibitors. The objective of this study is to investigate the antecedentsaffecting relationship quality between exhibitors and organizers and the consequencesinfluenced by relationship quality. The current study aims to address this gap inacademic research and put forward suggestion on decreasing the marketing cost andcultivating client loyalty.Based on the previous research and related literatures, this paper tries to structurethe cause–effect model of relationship quality in the exhibition industry whichincludes the antecedents and consequences of the relationship quality and explores anew dimension to explain the relationship quality in Chinese cultural. Apart from this,this article explores a comparative study with the enterprise characteristics of theexhibitors. The conclusions are followings:Firstly, service quality, communication, production performance and mian zi arethe four factors of the antecedents, which all have a significant influence onrelationship quality. The factor of production performance is themost severe effects onrelationship quality, following by factor communication, service quality and mian zi.Secondly, the relationship quality between exhibitors and organizers has apositive influence on customer loyalty and customer loyalty also can deeply affect theword of mouth. However, the influence of relationship quality on the word of mouthis not very significant.Thirdly, the evaluation on therelationship quality factors shows differentwithdifferent enterprise characteristics. The exhibitors from different region have adifferent evaluation on communication, mian zi, customer loyalty and word of mouth. There are significant differences in the evaluation on the relationship quality based ondifferent times in taking part in this exhibition and the exhibitors who have differentparticipating experiencehave a different valuation on communication.