Effect of service-related resources on employee and customer outcomes in trade shows

Subhash Jha, M. S. Balaji, Kumar Rakesh Ranjan, Arun Sharma

Research output: Contribution to journalArticle

2 Citations (Scopus)

Abstract

Despite widespread recognition of trade shows as a vehicle to provide services to visitors by exhibitors, there is a paucity of research in this area of special interest. Drawing on the resource-based view, we develop a research framework to examine the effects of service-related resources on exhibitor's personnel attitudes and visitor responses. We collected on-site data from 151 exhibitor's personnel and 366 visitors during a trade show. These responses were matched at the exhibitor level to test the research framework. We found a positive effect of service leadership and service technology in developing a customer-oriented service strategy with satisfied employees. Additionally, we demonstrate that service leadership positively moderates the effect of service technology on customer orientation. In contrast, service leadership negatively moderates the effect of empowerment on customer orientation. This suggests that similar firm resources do not complement each other perhaps because they are substitutable. Finally, we show that service-related resources not only affect customer orientation but also influence job satisfaction of exhibitor personnel and visitors responses such as interaction quality, satisfaction, and word-of-mouth intentions.

Original languageEnglish (US)
JournalIndustrial Marketing Management
DOIs
StateAccepted/In press - Jan 1 2018

Fingerprint

Trade shows
Employees
Resources
Customer orientation
Personnel
Resource-based view
Interaction
Service strategy
Firm resources
Word-of-mouth
Empowerment
Job satisfaction

Keywords

  • Customer orientation
  • Empowerment
  • Interaction quality
  • Job satisfaction
  • Service leadership
  • Service technology
  • Trade show

ASJC Scopus subject areas

  • Marketing

Cite this

Effect of service-related resources on employee and customer outcomes in trade shows. / Jha, Subhash; Balaji, M. S.; Ranjan, Kumar Rakesh; Sharma, Arun.

In: Industrial Marketing Management, 01.01.2018.

Research output: Contribution to journalArticle

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