The influence of service quality and trade show effectiveness on post-show purchase intention

Gottlieb, Udo R., Brown, Mark R. and Drennan, Judy (2011) The influence of service quality and trade show effectiveness on post-show purchase intention. European Journal of Marketing, 45 11/12: 1642-1659. doi:10.1108/03090561111167324


Author Gottlieb, Udo R.
Brown, Mark R.
Drennan, Judy
Title The influence of service quality and trade show effectiveness on post-show purchase intention
Journal name European Journal of Marketing   Check publisher's open access policy
ISSN 0309-0566
1758-7123
Publication date 2011-11
Sub-type Article (original research)
DOI 10.1108/03090561111167324
Volume 45
Issue 11/12
Start page 1642
End page 1659
Total pages 18
Place of publication W Yorks, United Kingdom
Publisher Emerald Group Publishing
Collection year 2012
Language eng
Formatted abstract
Purpose: The purpose of this paper is to develop and test an integrative services framework to investigate the role of perceived trade show effectiveness on overall trade show service outcome, conceptualised as the intention to purchase a related product after, rather than during, a show.
Design/methodology/approach: Drawing on the services marketing and trade show literature, the authors test a model of trade show effectiveness with data collected from 592 attendees at a major automotive trade show in a large metropolitan centre.
Findings: Results show that improving trade show visitors' perceived service quality positively affects visitor perceptions of trade show effectiveness. Furthermore, both trade show effectiveness and service quality directly influence future purchase intention.
Research limitations/implications:
Employing a services theoretical framework to evaluate trade show visitor experiences provides an alternative to the traditional marketing communications approach. By viewing such visits as service encounters, managers must inevitably consider the effects of service quality and service outcomes in determining the likely success of their shows. The study primarily focuses on one large consumer show and therefore does not constitute a complete, nor necessarily representative, sample of the trade show industry.
Originality/value: The original contribution of the paper stems from the paucity of research conceptualising trade shows as services and the comparative lack of emphasis placed on visitors rather than exhibitors in the literature. The research not only has utility for trade show organisers but also provides necessary theory-based research in the trade show domain.
Keyword Trade show
Effectiveness
Service
Visitor
organisation
Trade fairs
Customers
Q-Index Code C1
Q-Index Status Confirmed Code
Institutional Status UQ

Document type: Journal Article
Sub-type: Article (original research)
Collections: Official 2012 Collection
UQ Business School Publications
 
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Citation counts: TR Web of Science Citation Count  Cited 5 times in Thomson Reuters Web of Science Article | Citations
Scopus Citation Count Cited 13 times in Scopus Article | Citations
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Created: Tue, 08 Nov 2011, 17:40:08 EST by Karen Morgan on behalf of UQ Business School