RELATIONSHIP QUALITY AND EXHIBITOR’S PERFORMANCE IN LEISURE TRADE SHOWS

This paper analyzes the roll of complaint management as a factor that may influence the quality of the relationship between the participants at leisure trade shows, the quality of these relationships being a relevant factor on business performance. Therefore, we study the quality of relationship between the leisure trade show organizer and the exhibitor as well as between the latter and their end customers in order to determine whether influences exist between both relationships, and the effect that the relationship quality could have on the performance the exhibitor achieves at the trade show. This established four initial hypotheses and analysis was performed through the development of a Structural Equations Mode (SEM). We applied the Partial Least Squares (PLS) method to establish the relationships between the constructs as well as the predictive power of the structural model. The posited model we analyzed enabled us to confirm the existence of a positive effect between the two relationships studied (relationship between leisure trade fair venue and exhibitor; and relationship between exhibitor and customer). This means that the quality of the relationship between the leisure trade fair venue and the exhibitors influences both the way in which exhibitors approach and develop their relationships with their customers. In addition, our results show the existence of a relevant impact of the relationship quality between organizations on the performance obtained by the exhibitor of leisure products and services at the end of the show. This in turn is an indication of the important role of complaint management as a key tool for achieving a good business performance and ensuring the future of trade shows.