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Effect of Trade Show Organizer's Marketing-mix Strategy and Relation Marketing on Satisfaction and Trust
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전시주최자의 마케팅믹스전략과 관계마케팅이 참가업체의 만족도와 신뢰에 미치는 영향

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Type
Academic journal
Author
Chang-Keun Yoo (위덕대학교)
Journal
Korea Tourism Research Association International Journal of Tourism and Hospitality Research Vol.30 No.3 KCI Accredited Journals
Published
2016.3
Pages
185 - 198 (14page)

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Effect of Trade Show Organizer's Marketing-mix Strategy and Relation Marketing on Satisfaction and Trust
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Research history (2)

2016

Effect of Trade Show Organizer’s Marketing-mix Strategy and Relation Marketing on Satisfaction and Trust
Chang-Keun Yoo International Journal of Tourism and Hospitality Research 2016.03 Academic journal

2014

A Study on the Influence of Pro-Basketball Spectator’s Satisfaction with Art-Marketing upon Their Viewing Satisfaction and Loyalty
유창근 예술경영 2014.01 Thesis
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Abstract· Keywords

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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.
#Marketing Mix #Relationship Marketing #Trade Show Organizer #Satisfaction #Trust #마케팅믹스 #관계마케팅 #전시주최자 #만족도 #신뢰

Contents

Abstract
Ⅰ. 서론
Ⅱ. 이론적 배경 및 모형
Ⅲ. 연구모형 및 방법
Ⅳ. 분석 및 결과
Ⅴ. 결론 및 시사점
참고문헌
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References (49)

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[학술지(정기간행물)] - 고창헌 / 2014 / 항공사 서비스 마케팅믹스(7Ps) 요소와 소비자만족, 충성도간의 관계연구 / 관광경영연구 18 : 1 ~ 20 dbpia [학술지(정기간행물)] - 김귀자 / 2015 / 의료기관의 관계마케팅활동이 고객참여 및 관계성과에 미치는 영향: 중국인 의료관광객을 중심으로 / 관광연구 30 (7) : 123 ~ 145 google schola [학술지(정기간행물)] - 김기홍 / 2004 / 전시주최자의 관계마케팅적 행위가 전시회 성과에 미치는 영향 / 관광연구저널 18 (1) : 243 ~ 254 dbpia [학술지(정기간행물)] - 김홍범 / 2005 / 국제전시회 서비스 속성이 참가업체 만족도에 미치는 영향 / 관광학연구 29 (2) : 33 ~ 51 dbpia [학술지(정기간행물)] - 박숙진 / 2008 / 전시주최자의 마케팅전략과 참가목표 선택요인 참가성과에 관한 연구: 한국과 중국 전시회 참가기업을 중심으로 / 호텔관광연구 10 (1) : 140 ~ 156 dbpia

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UCI(KEPA) : I410-ECN-0101-2017-326-000675972