The cross-impact of network externalities on relationship quality in exhibition sector

Abstract

An exhibition is a kind of network business that confers benefits for participants that are often intangible and hard to evaluate. This paper addresses this issue as limited empirical research has been conducted on the effects of cross-network externalities in exhibition sector. The paper also addresses relationship quality, a relatively new concept within the hospitality literature, and investigates the effects of cross-network externalities on service quality and relationship quality, and their impact on customer loyalty. The results of this study (n = 412) show that the exhibition market exhibits cross-network externalities and that business network size has a significant influence on service quality, exhibitor satisfaction, and exhibitor trust. It is also argued that business network size and three components of relationship quality significantly affect exhibitor loyalty. This study provides valuable insights for exhibition organizers to formulate their relationship marketing strategies.