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

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.