전시주최자의 관계마케팅적 행위가 전시회 성과에 미치는 영향

다국어 초록 (Multilingual Abstract)

In recent economic environment characterized by deeping competition and economic recession, show organizer have more recognized the importance of formation and development of long-term, strategic and interdependent relationship with exhibitions. Under the circumstances, the objective of this research is to suggest effective marketing strategies show organizers should employ to bring their shows with competitive advantage and continuing success. This study examines the contribution of show organizer`s relational behaviors to relationship quality and satisfaction which can ultimately lead to sustainable performance outcomes an both parties. Based on previous empirical relationship research, show organizer`s relationship behavior have been categorized into three factors: interactive communication; relational benefits; and customized service.

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