전시주최자의 서비스품질이 전시 참가업체와의 관계품질 및 관계지속의도에 미치는 영향에 대한 연구

A Study on the Effects of Exhibition Organizer’s Service Quality on Relationship Quality and Relationship Continuity Intention to Exhibitors

The purpose of this study is to investigate the effect of exhibition organizer’s service quality on the relationship quality and relationship continuity intention and to verify the mediating effect of relationship quality. To achieve this goal, a survey was conducted to exhibitors for the empirical analysis. The total number of samples used to meet the objectives of the study was 312, and the analytical tool was used in SSPS 21.0. The results of the study are as follows. First, exhibition organizer’s service quality has a significant effect on relationship quality and relationship continuity intention. Second, relationship quality has a significant effect on relationship continuity intention. Third, mediating effects of relationship quality were verified. Therefore, for the successful exhibition, the organizer should maintain long-term and positive relationship with exhibitors by managing service quality and relationship quality. In this study, theoretical and practical implications are suggested based on the results of this study.