SERVICE QUALITY, VISITOR SATISFACTION AND BEHAVIOURAL INTENTIONS: PILOT STUDY AT A MUSEUM IN MALAYSIA

Lau Pei Mey () and Badaruddin Mohamed
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Badaruddin Mohamed: Universiti Sains Malaysia

Journal of Global Business and Economics, 2010, vol. 1, issue 1, 226-240

Abstract: Museum is not just being seen as an important tool for community development and helping in promoting cultural conservation. It is also one of the niche products of Malaysia cultural heritage tourism attraction that could affect the growth of the tourism industry in the country. This paper explores the service quality attributes for evaluating perceived service quality of museums. It is also to develop a tool to assess the perceived service quality, satisfaction levels, and behavioural intentions towards museums in Malaysia, from the visitors’ perspective, by applying the modified version of the SERVPERF model. Through the pilot study, a questionnaire with 35-items to measure visitor’s perceived service quality, and eight-items to measure satisfaction levels, and behavioural intentions were formed. It is hoped that this measurement tool will contribute to the setting of a foundation for future quality development and management of museums in Malaysia

Keywords: service quality; satisfaction; behavioural intentions; museum (search for similar items in EconPapers)
JEL-codes: M (search for similar items in EconPapers)
Date: 2010
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Citations: View citations in EconPapers (4)

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Persistent link: https://EconPapers.repec.org/RePEc:grg:01biss:v:1:y:2010:i:1:p:226-240

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