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.