Corporate image as a mediator between service quality and customer satisfaction: difference across categorized exhibitors

Impact of service quality and corporate image on satisfaction and loyalty behavioral intention are explored by using the PLS-SEM (Partial Least Squares Structural Equation Modeling) analysis for the exhibition industry. Service quality has a significant enhancing effect on the corporate image of the trade exhibitions, and both have significant positive effects on exhibitor satisfaction. Also, the role of the image as a partial mediating variable between service quality and satisfaction is emphasized. Additionally, the results obtained from multi-group analysis also supported the hypothesis that corporate image and service quality bring different satisfaction responses in exhibitors of the different industry with 4 business sizes in the capital. In light of scale and types of the enterprises for trade shows market, price segmentation strategies should be offered to maintain satisfaction and loyalty from the SMEs. Service quality and image of the service-offering company are more emphasized by big enterprises in choosing the trade organizer. Multiple group analysis also considered categorizing the specific industrial enterprises. The organizer can apply the result to explore workable market strategies to meet the needs of business partners with different capital size. This research not only has avail for trade exhibition organizers but provides necessary theory-based research in the trade exhibition territory.