The University of Southampton
University of Southampton Institutional Repository
Warning ePrints Soton is experiencing an issue with some file downloads not being available. We are working hard to fix this. Please bear with us.

IT usage for enhancing trade show performance: evidence from the aviation services

IT usage for enhancing trade show performance: evidence from the aviation services
IT usage for enhancing trade show performance: evidence from the aviation services
Purpose
While trade shows remain an important customer relationship management (CRM) tool, recent advancements in information technology (IT) have raised concerns about the future of trade shows. This study aims to examine the antecedents and consequences of IT integration into trade shows.Design/methodology/approach

The study uses a questionnaire-based survey with senior and middle managers in the aviation services, resulting in 135 valid responses from industry professionals. The data were analyzed using partial least squares structural equation modelling.

Findings

The findings demonstrate differential but significant impact of perceptions toward website design and firm motivations toward the integration IT in the three stages of trade shows marketing. The results also show significant impact of IT usage on the perceptions toward the accomplishment of trade show objectives. Further, the results vary according to the levels of experience of the professionals.

Research limitations/implications

This study did not account for the differences in perceptions toward IT implementation across personnel from different departments, such as IT, finance and operations management. In addition, it did not examine situational factors and individual characteristics as additional antecedents of IT usage in trade shows, including pricing, return on investment, convenience and the social media.

Practical implications

Exhibitors are advised to integrate IT in supporting pre-trade show activities to approach potential customers. Exhibitors should integrate electronic interactions and personal communications during the show to reduce the amount of unanswered customer queries, focusing on timeliness and accuracy of information content, ease of navigation and graphic attractiveness of corporate websites, as effective CRM tools.

Originality/value

This paper offers novel insights into hitherto unknown aspects of trade show performance. The results have managerial implications for adopting IT as a CRM tool for effective trade show management.

Aircraft industry, Business-to-Business marketing, Exhibitions, Industrial marketing, Internet marketing, Trade fairs
0885-8624
398-408
Singh, Jaywant
db6316ed-e404-4c5a-873c-6e97c94fe531
Shukla, Paurav
d3acd968-350b-40cf-890b-12c2e7aaa49d
Kalafatis, Stavros P.
e7b1aa2b-4d08-46fd-9eb6-215d9999d6c5
Singh, Jaywant
db6316ed-e404-4c5a-873c-6e97c94fe531
Shukla, Paurav
d3acd968-350b-40cf-890b-12c2e7aaa49d
Kalafatis, Stavros P.
e7b1aa2b-4d08-46fd-9eb6-215d9999d6c5

Singh, Jaywant, Shukla, Paurav and Kalafatis, Stavros P. (2017) IT usage for enhancing trade show performance: evidence from the aviation services. Journal of Business and Industrial Marketing, 32 (3), 398-408. (doi:10.1108/JBIM-11-2014-0245).

Record type: Article

Abstract

Purpose
While trade shows remain an important customer relationship management (CRM) tool, recent advancements in information technology (IT) have raised concerns about the future of trade shows. This study aims to examine the antecedents and consequences of IT integration into trade shows.Design/methodology/approach

The study uses a questionnaire-based survey with senior and middle managers in the aviation services, resulting in 135 valid responses from industry professionals. The data were analyzed using partial least squares structural equation modelling.

Findings

The findings demonstrate differential but significant impact of perceptions toward website design and firm motivations toward the integration IT in the three stages of trade shows marketing. The results also show significant impact of IT usage on the perceptions toward the accomplishment of trade show objectives. Further, the results vary according to the levels of experience of the professionals.

Research limitations/implications

This study did not account for the differences in perceptions toward IT implementation across personnel from different departments, such as IT, finance and operations management. In addition, it did not examine situational factors and individual characteristics as additional antecedents of IT usage in trade shows, including pricing, return on investment, convenience and the social media.

Practical implications

Exhibitors are advised to integrate IT in supporting pre-trade show activities to approach potential customers. Exhibitors should integrate electronic interactions and personal communications during the show to reduce the amount of unanswered customer queries, focusing on timeliness and accuracy of information content, ease of navigation and graphic attractiveness of corporate websites, as effective CRM tools.

Originality/value

This paper offers novel insights into hitherto unknown aspects of trade show performance. The results have managerial implications for adopting IT as a CRM tool for effective trade show management.

This record has no associated files available for download.

More information

Published date: 1 January 2017
Keywords: Aircraft industry, Business-to-Business marketing, Exhibitions, Industrial marketing, Internet marketing, Trade fairs

Identifiers

Local EPrints ID: 429888
URI: http://eprints.soton.ac.uk/id/eprint/429888
ISSN: 0885-8624
PURE UUID: 52b23130-e197-481e-9695-d5803c44ca85
ORCID for Jaywant Singh: ORCID iD orcid.org/0000-0002-0766-0162
ORCID for Paurav Shukla: ORCID iD orcid.org/0000-0003-1957-8622

Catalogue record

Date deposited: 08 Apr 2019 16:30
Last modified: 10 Nov 2021 04:00

Export record

Altmetrics

Contributors

Author: Jaywant Singh ORCID iD
Author: Paurav Shukla ORCID iD
Author: Stavros P. Kalafatis

Download statistics

Downloads from ePrints over the past year. Other digital versions may also be available to download e.g. from the publisher's website.

View more statistics

Atom RSS 1.0 RSS 2.0

Contact ePrints Soton: eprints@soton.ac.uk

ePrints Soton supports OAI 2.0 with a base URL of http://eprints.soton.ac.uk/cgi/oai2

This repository has been built using EPrints software, developed at the University of Southampton, but available to everyone to use.

We use cookies to ensure that we give you the best experience on our website. If you continue without changing your settings, we will assume that you are happy to receive cookies on the University of Southampton website.

×