Applying a relationshipmarketing perspective to B2B trade fairs: The role of socialization episodes

a r t i c l e i n f o This study addresses the business-to-business (B2B) trade fair from a relationship marketing perspective. The main purpose is to comprehend buyer and seller interactions in the context of the trade fair, evaluating their impact on relationship quality and on the development of the relationship in the long-term. A research model is proposed with the underlying rationale that socialization episodes (i.e., social and information exchange) at B2B trade fairs are important catalysts for relationship quality and development. An empirical study was conducted to test the theoretical model. Data was collected at an international trade fair in Portugal and gathered information about visitor-exhibitor interactions. Findings reveal that the typical atmosphere of the B2B trade fair setting encourages socializing behaviors useful to generate bonds and commitment and, ultimately, enhances the relationship quality. Product importance moderates the relationship between information exchange and relationship quality, and relationship age moderates the relationship between social exchange and relationship quality. The study draws managerial implications for exhibitors, visitors and trade fair organizers and proposes avenues for future research. Relationship marketing encompasses the study of interactions, relationships and networks (Gummesson, 1994). Interactions, namely interaction episodes as referred to in the interaction approach, represent a fundamental level for understanding business relationships (Håkansson, 1982); being the management of the interaction process core to relationship marketing (Grönroos, 2004). The management of the interaction process is particularly relevant in industrial marketing and in B2B situations because firms establish buyer-seller relationships which are often characterized by being close, complex and long-term (Ford, 1980). The context in which the interaction occurs is also important because different contexts have a distinct influence on buyer-seller interactions and may enhance the effectiveness of the interaction process (Price & Arnould, 1999). In particular, interactions between buyers and sellers in the context of B2B trade fairs are relevant, as these events attract qualified and interested audiences available for interaction (Shipley, Egan, & Wong, 1993). Yet, despite the relevance of interaction episodes the study of the interaction dimension is not yet fully understood , in particular in the context of B2B trade fairs. Previous research makes relevant contributions to the understanding of interaction episodes (e. The interaction approach proposed four types of interaction episodes entailing financial exchange, product exchange, social exchange and information exchange (Håkansson, 1982). However, studying interaction is particularly difficult because interaction is a dynamic phenomenon and, therefore, hard …