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Service quality, visitor satisfaction and future behavior in the museum sector

Vasiliki V. Daskalaki, Aristotle University of Thessaloniki, Greece, Maria C. Voutsa, Aristotle University of Thessaloniki, Greece, Christina Boutsouki, Aristotle University of Thessaloniki, Greece, Leonidas Hatzithomas, University of Macedonia, Greece
Published online: 30 January 2020, JTHSM, 6(1), pp.3-8.

URN: urn:nbn:de:0168-ssoar-66291-9, DOI: 10.5281/zenodo.3603167

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Daskalaki, V. V., Voutsa, M. C., Boutsouki, C., & Hatzithomas, K. (2020). Service quality, visitor satisfaction and future behavior in the museum sector. Journal of Tourism, Heritage & Services Marketing, 6(1), 3–8. https://doi.org/10.5281/zenodo.3603167

Service Quality, Visitor Satisfaction and Future Behavior in the Museum Sector


Purpose: Visitor satisfaction has become of significant importance and is a substantial asset in a museum’s strategic development plan. The present study elaborates on the issues of service quality, visitor satisfaction and future behavior intantions taking into consideration distinct museum settings in Greece.

Methods: A survey though a self-administered questionnaire based on the dimensions of SERVPERF among 632 visitors in two distinct in terms of atmosphere, exhibits and activities museums, the Archaeological Museum and the Museum for Science and Technology in Thessaloniki provides empirical evidence.

Results: The results indicate that the five dimensions of SERVPERF can successfully determine the degree of visitors’ satisfaction and predict future behavior. Future behavior is often subject to visitors’ place of residence. The type of museum is also a significant factor affecting satisfaction and future behavior. on and loyalty.

Implications: Findings are somewhat consistent with prior studies in museums and support the significance of service quality on satisfaction. The correlation analysis for both museums shows that there is a moderate positive correlation between all SERVPERF dimensions with future behavior. Path analysis with structural equation modeling revealed a statistically significant positive effect only of tangibles for Science and Technology Museum and reliability for the Archaeological museum on visitors’ satisfaction.


Service Quality, Museums, Satisfaction, Future Behavior, SERVPERF

JEL Classification:

L8, L15, L83

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