haku: @indexterm quality / yhteensä: 1290
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| Tekijä: | Gottlieb, U.R. Brown, M.R. Drennan, J. |
| Otsikko: | The influence of service quality and trade show effectiveness on post-show purchase intention |
| Lehti: | European Journal of Marketing
2011 : VOL. 45:11-12, p. 1642-1659 |
| Asiasana: | customers consumer behaviour perception service quality marketing effectiveness models |
| Vapaa asiasana: | automotive industry trade fairs trade shows |
| Kieli: | eng |
| Tiivistelmä: | The aim of this paper is to build up and test an integrative services framework to examine the role of perceived effectiveness of trade show on overall trade show service outcome, conceptualised as the intention to purchase a related product after, rather than during, a show. Basing on the services marketing and trade show research, the authors test a model of trade show effectiveness with data collected from 592 attendees at a major automotive trade show. Results indicate that improving trade show visitors' perceived service quality positively impacts visitor perceptions of trade show effectiveness. Moreover, both trade show effectiveness and service quality directly affect future purchase intention. Applying a services theoretical framework to assess trade show visitor experiences provides an alternative to the traditional marketing communications approach. By treating such visits as service encounters, managers must inevitably consider the effects of service quality and service outcomes to determine the likely success of their shows. However, as the study focuses on one show it may not constitute a complete or very representative sample of the whole industry. |
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