earticle

영어

Trade Shows (TS) are an increasingly important marketing activity for many companies, and very potential business industry for current and future economic growth. Therefore, TS service quality improvement is necessary for exhibitors to the achievement of performance at trade show. Accordingly, this research paper discusses what TS service quality is composed of and what is the main composition of the exhibitor performance. Research results indicate the nine TS service qualities are: marketing/advertisement, public safety, reasonable costs, exhibition reputation and reliability, TS location, availability of personal services, TS program, equipment support, and availability of accommodations and TS guide. Additionally, the five TS exhibitor performances of sales-related, information-gathering, relationship-building, image-building, and motivation activities, are discussed.