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 language | English (US) |
|---|---|
| Journal | Industrial Marketing Management |
| DOIs | |
| State | Accepted/In press - Jan 1 2018 |
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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 journal › Article
}
TY - JOUR
T1 - Effect of service-related resources on employee and customer outcomes in trade shows
AU - Jha, Subhash
AU - Balaji, M. S.
AU - Ranjan, Kumar Rakesh
AU - Sharma, Arun
PY - 2018/1/1
Y1 - 2018/1/1
N2 - 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.
AB - 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.
KW - Customer orientation
KW - Empowerment
KW - Interaction quality
KW - Job satisfaction
KW - Service leadership
KW - Service technology
KW - Trade show
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U2 - 10.1016/j.indmarman.2018.07.012
DO - 10.1016/j.indmarman.2018.07.012
M3 - Article
JO - Industrial Marketing Management
JF - Industrial Marketing Management
SN - 0019-8501
ER -