Service Quality, Visitor Satisfaction And Bahavioural Intentions Towards Public Museums In Malaysia
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Date
2011-06
Authors
Lau, Pei Mey
Journal Title
Journal ISSN
Volume Title
Publisher
Universiti Sains Malaysia
Abstract
Museum, as a niche product of Malaysia‟s cultural heritage tourism industry, is one of the sectors that could promote the growth of the tourism industry in the country. Given the increasing competitive phenomenon of the tourism industry, this study aimed to assess the visitors‟ perceptions of the service quality, the satisfaction levels, and the behavioural intentions towards public museums in Malaysia by applying the modified version of the SERVPERF model. This study was also set out to explore the relationships between the overall service quality, the overall visitors satisfaction and the behavioural intentions of visitors.
A set of questionnaire with 35-items of perceived service quality was formed, and 300 copies of the set of the questionnaire were distributed to the visitors of nine participating museums in Malaysia. The data collected was subjected to various analyses, such as reliability test, data distribution, descriptive analysis, and factor analysis by using SPSS. In addition, by using AMOS, path analysis was conducted by constructing the measurement model and the structural models.
Based on the results of the descriptive analysis, customer services dimension obtained the highest mean score for perceived service quality, while the pricing dimension received the lowest mean score. The factor analysis indicated that the „Customer Services‟, „Quality of Displays/Exhibitions‟, „Supporting Services and
Facilities‟, „Information Sources‟, and „Amenities and Facilities‟ factors were the significant contributing aspects of the service quality. The results of the path analysis revealed that service quality is an antecedent of the satisfaction levels. Moreover, the positive relationship between the overall visitor satisfaction and the behavioural intentions is also significant respectively. However, the direct impact of the overall service quality towards the behavioural intentions showed no significance in this matter.
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Keywords
Visitor satisfaction and bahavioural , towards public museums in malaysia