전시참가업체 부스 운영요원의 고객 응대 특성이 라포, 장기거래지향성에 미치는 영향

Abstract

Despite the recent change to customer-oriented sales that match the important values of individual customers, a response at customer contact points is becoming more important. Still, studies on the relationship and influence between visitors and booth staffs at exhibitions are used as an essential marketing tool for companies are lacking. In this study, we tried to examine the relationship between customer orientation and sales orientation, which are the response characteristics of booth staffs of exhibitors, on the formation of rapport of visitors, and how they affect trust in exhibitors and long-term transaction orientation. For this study, a questionnaire was conducted on visitors who participated in the exhibition and had experience interacting with booth staffs of exhibiting companies, and 306 valid samples among the collected data were used as final analysis data. As a result of the final analysis, it was found that the customer orientation of the booth operator had a positive effect on the formation of rapport and the sales orientation had a negative impact on the building of rapport was found to have a positive effect on trust. In addition, it was found that the visitors' trust in the exhibitors had a positive impact on the long-term transaction orientation toward the exhibitors. Through this study, booth staffs of exhibitors respond so that they can feel that they are receiving customer-oriented services, and accordingly when visitors feel a rapport with booth staffs, trust in exhibitors, and long-term transaction orientation, it was confirmed that it had a positive effect. For exhibitors to achieve the purpose of participation, it is necessary to build trust for long-term transactions rather than focusing only on short-term sales performance.