Effect of Trade Show Organizer’s Marketing-mix Strategy and Relation Marketing on Satisfaction and Trust

Abstract

The purpose of this study is to analyze the effect of trade show organizer’s marketing mix strategy and relation marketing on exhibitor’s satisfaction and make trust. Data collected from Daegu-Gyeungbuk international tourism exhibition. The questionaries were distributed from April 23th to 26th in 2015, of the 120 distributed questionnaires 115 copies were used in the analysis. The current study used four traditional marketing-mix components(product, price, place, and promotion), and relation marketing factors(interactive communication, relational benefits, customized service). As a result, marketing mix had a positive effect on relation marketing. Also product and promotion to the marketing mix factors giving a significant impact on satisfaction and trust. Relationship marketing, such as interactive communication, relational benefit, customized services represent a significant influence on the relationship between satisfaction and trust. Therefore, the basic product mix of marketing strategies and relationship marketing for communication and personalized service system are the elements needed to form a commonly long-term solidarity, satisfaction and confidence of the exhibitors. Based on the results, exhibition organizers to be secure the participating companies a long-term loyal customer-oriented and can effectively expand the marketing strategy. In addition, the referred to a useful study to demonstrate a relationship between the two concepts by reviewing the causal relationship between marketing mix strategy and relationship marketing.