IT usage for enhancing trade show performance: evidence from the aviation services. Issue 3 (3rd April 2017)

• Record Type: Journal Article
• Authors: Singh, Jaywant; Shukla, Paurav; Kalafatis, Stavros P.
• Is Part Of: Journal of business & industrial marketing. Volume 32:Issue 3(2017)
• Page Start: 398
• Page End: 408
• Publication Date: 2017-04-03
• Subjects: Internet marketing -- Industrial marketing -- Business-to-Business marketing -- Aircraft industry -- Trade fairs -- Exhibitions; Industrial marketing -- Periodicals; 658.804
• DOI: 10.1108/JBIM-11-2014-0245
• Languages: English
• ISSNs: 0885-8624

Abstract

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.