Measurement of Service Quality in Trade Fair Organization

The success of a trade fair depends on the close collaboration between organizers and exhibitors with potential visitors. While the literature has invested a great deal of interest in the role of the exhibitor and, to a lesser extent, to the visitor, scarce attention has been paid to the vital role played by the fair organizer. The present work analyzes the latter and their importance to the success of a trade fair, which is measured by the quality of the services offered to exhibitors. Using a sample of exhibitors at an International Spanish trade fair, regression analysis is used to examine, at the exploratory level, some quality aspects linked to organizers that can affect the fulfillment of objectives established by exhibitors prior to attending a fair. The results obtained reveal that two dimensions of quality linked to the organizer (event design and quality of results) highly correlate with the final perceptions of exhibitors, and that their deficient quality level prevents the exhibitors from reaching their fair goals