The effect of relationship marketing in specialized exhibitions with study of social factors

narges sadighian¹

1) Islamic Azad University of Zanjan

IOI Code : XYCG-AEZDZ
Publication : international conference of Management Elites(icme.ir)
Abstract :
    Abstract The aim of this study was to evaluate the effect of relationship marketing in B2B exhibitions by examining social factors. The present study is an applied research. It is also a survey conducted based on descriptive – analytical method. Data were collected based on interviews with showcasing executives and managers and distributing the questionnaires among exhibitors. Descriptive statistics of Anderson – Darling normality test were used to analyze the data and test the variables. The results show that, except the information exchange which did not affect the trust in the quality of the relationship ,other variables of social factors had a positive impact on the components of the quality of relationship as result of which the quality of the relationship, in turn, had a positive impact on future transactions.

Keywords : exhibition relationship marketing social factors future interactions