This Slideshare presentation is a partial preview of the full business document. To view and download the full document, please go here: http://flevy.com/browse/business-document/service-excellence-of-museums-3002 DOCUMENT DESCRIPTION Measuring service quality of a museum is one of the most important thing to do, if your goal is to improve it. In this document, you will see the meaning of service quality. Then, you can pinpoint success indicators of a museum impacted by service quality that are highlighted by studies. Do what is most vital and wonderful: measure service quality using a modified validated instrument developed through research. You are supposed to be ironclad in your decisions about how to improve such service. But first, your assessment tool should be tested.

2. The questionnaire
The following is a modified instrument of Maher, Clark and
Motley (2011) designed to measure service quality of
museums.
Instruction: Assess the service quality of a museum based on
the following statements. On each item, put “5” for highest
and “1” for lowest, according to how the statement applies.
(R) indicates that the item is reverse-coded.
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3. 1 2 3 4 5
14) Employees are polite.
15) Employees should be knowledgeable about
exhibits.
16) Employees should know how to operate exhibits.
Staff empathy
17) Employees give visitors individual attention.
18) Employees give visitors personal attention.
19) Employees know visitor needs.
Organizational empathy
20) The museum has visitors’ best interest at heart.
21) Operating hours are convenient.
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4. References
Anderson, E., Fornell, C. and Lehmann, D. (1994). Customer satisfaction,
market share, productivity: Findings from Sweden. Journal of
Marketing, Vol. 58 (July), pp. 53-56.
Fornell, C., Johnson, M., Anderson, E., Cha, J. and Bryant, B. (1996). The
American customer satisfaction index: Nature, purpose and findings.
Journal of Marketing, Vol. 60, no. 4, pp. 7-18.
Lin, G. and Sun, C. (2009). Factors influencing satisfaction and loyalty in
online shopping: An integrated model. Online Information Review,
Vol. 33, no. 3, pp. 458-475.
Maher, J., Clark, J. and Motley, D. (2011). Measuring museum service quality
in relationship to visitor membership: The case of a children’s
museum. International Journal of Arts Management, Vol. 13, no. 2,
pp. 29-42.
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