Determinants of Customer Satisfaction Among Exhibitors at the Nairobi International Trade Fair in Kenya
Abstract
As International Trade Fairs become more competitive, the need to retain current
customers and attract new has resulted in a number of strategies to boost customer
satisfaction. The Nairobi International Trade Fair has been found to loose customers with
new ones registering every year and the old clients failing to turn up for the next trade
fair exhibition. According to the Annual performance reports for ASK, Nairobi
International Trade Fair just like all the other 15 Agricultural Society of Kenya shows
failed to retain old exhibitors much as it attracted new ones in subsequent years. This
study sought to fill the existence knowledge gap by determining the effects of internal
customer satisfaction on service quality delivery. The objective was to determine
determinants of customer satisfaction among exhibitors at the Nairobi International Trade
Fair in Kenya. The study adopted descriptive survey research as it helped in collecting
quantitative data to answer to research questions. The population for this study was all
the 400 exhibitors who participated in Nairobi International Trade Faire at least one trade
fair between 2011 and 2015. The study adopted a sample size of 25% of the target
population which was 100 exhibitors. The study collected primary data using structured
and unstructured questions. Descriptive analysis technique was used in data analysis. The
results were presented in charts and tables. Content analysis was also used to analyze data
that was collected using open ended questions. The results revealed that employees of the
Nairobi International Trade Fair behaved in a way that increased trust in the fair,
providing services at the promised time, understanding individual or organization's
specific needs and performing their service right the first time influence hence the
satisfaction of exhibitors at Nairobi International Trade Fair. The study concluded that
Nairobi International Trade Exhibition is an essential instrument in the marketing of
goods and services since it provides vendors a focused platform for communication and
exchange with customers from different backgrounds. The study concluded that
relationship quality influences trust and satisfaction among exhibitors at the Nairobi
International Trade Fair in Kenya. The study recommends that Nairobi International
Trade Fair management should ensure that exhibitors experience customer satisfaction
arising from product quality, perceived value, financial benefits and service quality
experience.
Publisher
University of Nairobi
Rights
Attribution-NonCommercial-NoDerivs 3.0 United StatesUsage Rights
http://creativecommons.org/licenses/by-nc-nd/3.0/us/Collections
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