전시회 서비스 품질과 참가 기업의 성과와의 관계: 한국개최 국제전시회 참가기업의 전시 담당자의 인식을 중심으로

The Relationship Between the Exhibitors'Show Performance and the Service Quality of Trade Shows : As reported by participating exhibitor managers in International Trade Shows held in Korea

The purpose of this study is first to identify the dimensions of a trade show's service quality and the dimensions of the exhibitors' show performance, and thereafter determine the relationship between the trade show's service quality and the exhibitors' show performance. This study attempted empirical research, together with a literature review, to discover the effect of service quality upon on exhibitors' performance. A survey was conducted during an international trade show that was held in Korea where more than 100 businesses participated. The sample was selected from among the people who were in charge (e.g., managers) of their own private businesses. As a result, the study validated nine dimensions of a trade show's service quality: host and public relations, security, reputation and reliability, access, customer service, exhibition program, physical facilities, convenient facilities, and attendance cost. The study also identified five dimensions of the performance of participants: sales performance, information collection, networking, image building, and motivation. Overall, the empirical results of this study verified that there is a correlation between the performance of exhibitors and the service quality. of trade shows.