Journal article Open Access

Service quality, visitor satisfaction and future behavior in the museum sector

Vasiliki V. Daskalaki; Maria C. Voutsa; Christina Boutsouki; Leonidas Hatzithomas

The present study investigates the factors that affect visitors’ satisfaction and their future behavior. A survey based on the dimensions of SERVPERF among 632 visitors in two distinct in terms of atmosphere, exhibits and activities museums, the Archaeological Museum and the Museum for Science and Technology in Thessaloniki (Greece) provides the empirical evidence. The results indicate that the five dimensions of SERVPERF can successfully determine the degree of visitors’ satisfaction and predict future behavior. Future behavior is often subject to visitors’ place of residence. The type of museum is also a significant factor affecting satisfaction and future behavior. on and loyalty. 

SUBMITTED: JULY 2018, REVISION SUBMITTED: MAY 2019, ACCEPTED: JULY 2019, REFEREED ANONYMOUSLY, PUBLISHED ONLINE: 30 JANUARY 2020. JEL Classification: L8, L15, L83.
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