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

Autori
Marković, Suzana ; Raspor Janković, Sanja

Vrsta, podvrsta i kategorija rada
Poglavlja u knjigama, znanstveni

Knjiga
4th international thematic monograph - Modern management tools and economy of tourism sector in present era

Urednik/ci
Bevanda, Vuk ; Štetić, Snežana

Izdavač
Udruženje ekonomista i menadžera Balkana (UDEKOM)

Grad
Beograd

Godina
2019

Raspon stranica
223-234

ISBN
978-86-80194-29-5

ISSN
2683-5673

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

Sažetak
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.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA