EVALUATION OF MUSEUMS SERVICE QUALITY A RESEARCH STUDY OF MUSEUMS AND GALLERIES VISITORS’ SATISFACTION

Abstract

As competition increases in the leisure sector, quality service is an advantage that increases the number of new and repeat users. The case study investigates whether or not the Cambridge & County Folk Museum delivers quality of service to external customers. The current visitor questionnaires are used to assess the Folk Museum's quality of service from the point of external customers through ten determinants of service quality. Staff and receptionists questionnaires identify the Folk Museum's perceptions of its service quality to the public and whether its operation is effective. The findings illustrate that there is no major disparity between the Folk Museum's internal objectives and the delivery of services. However, the Museum does need to explore which services outside audiences want the Museum to provide and to reinforce external communications in order to create positive and attractive images of the Museum for the public.