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Assessing the service quality and customer satisfaction relationship in the Croatian museum sector

The main purpose of this study was to discuss the impact of perceived service quality dimensions on customer satisfaction in the museum sector in Croatia. The study was conducted using a 24-item questionnaire, based on the modified HISTOQUAL model (Frochot & Hughes, 2000 ; Hui-Ying & Chao- Chien, 2008 ; Martin-Ruiz et al., 2010). The questionnaires were distributed to visitors of the Krapina Neanderthal Museum (Croatia). Factor analysis identified five dimensions of perceived museum service quality, namely “tangibles”, “accessibility”, “exhibition presentation”, “empathy” and “communication”. In addition, multiple regression analysis showed that the identified factors have a significant and positive effect on overall customer satisfaction. These results indicate that museum service quality is indeed a significant predictor of museum visitor satisfaction. Thus, improving museum service quality results in higher satisfaction levels of museum visitors. The present study contributes to the existing literature on the relationship between service quality dimensions and customer satisfaction in the museum sector, reporting the findings from South Central Europe.

Service quality ; HISTOQUAL ; Customer satisfaction ; Statistical analysis ; Museum ; Croatia

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