Beyond transactions: how relationship marketing management empowers exhibitor voice at B2B trade shows

Purpose This study aims to address a crucial gap in relationship marketing by examining how exhibitor voice behavior (EVB) fosters trust-based engagement in B2B trade shows. It examines how industrial relations climate (IRC), guanxi closeness (GC), exhibition identity (EI) and perceived organizational support (POS) jointly shape proactive communication and collaboration among exhibitors. Design/methodology/approach Using data from 333 exhibitors at the 24th China Xiamen International Stone Fair, a B2B trade show in China, we integrate structural equation modeling (SEM) and fuzzy-set qualitative comparative analysis (fsQCA). Guided by industrial relations theory and the stimulus–organism–response framework, it tests the mediating roles of GC and EI and the moderating role of POS. Findings Results show that IRC does not directly predict EVB but operates through relational mechanisms, with EI emerging as a stronger motivator than GC. POS significantly strengthens the IRC–EVB relationship. The fsQCA results identify multiple pathways, particularly those involving EI and POS, illustrating equifinality in exhibitor engagement within the trade show setting. Practical implications Trade show organizers and capital stakeholders should cultivate a supportive relational climate, strengthen exhibitor identity and trust and provide authentic organizational support. Governments and associations can enhance policy incentives and training programs to promote collaboration and sustainable trade show development. Originality/value This study extends IRC research to EVB in temporary B2B trade shows. It identifies EI as a stronger driver than GC and demonstrates POS as an important boundary condition. By combining SEM and fsQCA, the study reveals multiple pathways to exhibitor engagement and offers a context-sensitive framework for advancing relationship marketing research in trade shows.