From exhibitor engagement readiness to perceived exhibition performance via relationship quality *

The effects of company-stimulated antecedents of developing relationship quality have been widely examined. This study aims to take this further, developing a triadic reciprocal-causation model to investigate how customer created cognition influences relationship quality and ensuing perceived performance in exhibitions. The results of partial least squares analysis on data collected from 395 exhibitors in Macau indicate that exhibitor engagement readiness positively influences three components of relationship quality (satisfaction, trust, and commitment) and that three components positively influence the perceived performance of exhibitions. Furthermore, the results of the multi-group analysis indicate the effect of trust on the commitment of business show exhibitors is higher than that of public show exhibitors. The study illustrates the synthesis of the relationship quality theory, customer engagement theory, and social cognitive theory. This alters our current understanding of relationship quality in the event setting. It also provides recommendations for stakeholders to maintain relationship quality to improve performance.

Automated summary

This study establishes a triadic reciprocal-causation model to investigate how customer-created cognition influences relationship quality and performance in exhibitions. The results show that exhibitor engagement readiness positively impacts relationship quality and perceived performance, with trust having a stronger effect on commitment in business exhibitions compared to public exhibitions. This study integrates relationship quality theory, customer engagement theory, and social cognitive theory, offering insights for stakeholders to enhance performance through maintaining relationship quality.