Prioritizing servqual dimensions to improve trade show performance

The purpose of this article is to examine the suitability of SERVQUAL for trade shows. The objective is to identify the significant SERVQUAL dimensions and their relative importance to increase the purchase intention of visitors to a trade show. The study uses a survey of 400 visitors to a big trade fair. Structural equation modeling was used to determine the relative importance of the dimensions. Results suggest that SERVQUAL is well suited for assessing the service quality of trade shows. The tangibility and assurance are the two most significant factors influencing the purchase intention of trade show visitors. Exhibitors should enhance tangibility in trade shows by methods such as display of product or product prototypes, brochures, and screens. Further, they should increase assurance by displaying medals and awards won, quality certifications achieved, testimonials of past satisfied consumers, and experienced salespeople at the trade show counters. Trade show organizers should attract big brands for the exhibition to enhance assurance. The present study contributes to the ongoing debate on the relevance of SERVQUAL in the trade show context. The study demonstrates that SERVQUAL is a decent measure to study service quality in trade shows even though the majority literature claims otherwise. Further, the present research prioritizes the SERVQUAL dimensions, helping managers to design customer-oriented sales strategies.