Scholarly record
ASSESSING EMPLOYEE-VISITOR INTERACTION AND INTERNAL ATMOSPHERE TO MEASURE SERVICE QUALITY IN MUSEUMS
Abstract
In the service industry, regardless of the market sector, the quality of service is of paramount importance. Museum staff members interact with visitors and influence their perception of the service. However, communication and customer relationship management are not the only factors; museum visitors are also influenced by a museumВ’s atmosphere. Hence, the reoccurring visits of a museum visitor varies depending on these factors. This research is exploratory in nature and aims to identify the most important parameters through which the quality of museums is assessed. Three Moscow-based museums are used as examples, namely, the State Historical Museum, the State Tretyakov Gallery, and The Pushkin State Museum of Fine Arts. There are different approaches and evaluation methods used in assessing museum service quality. Some techniques have already been successfully implemented, such as the order of the Ministry of Culture of the Russian Federation in 2015. Variables such as visitor awareness, level of comfort, cost of services, accessibility, quality of printed materials, convenience of buying tickets, friendliness of staff, variety of exhibitions, etc., are adjusted for the study, in the evaluation methodology. Researchers in this field mention quality assessment through surveys based on the SERVQUAL method (Pop and Borza, 2016)[10] and its transformation into the HISTOQUAL model (Markovic, Raspor and Komsic, 2013)[6]. The authors of this study propose their own model of assessing museum brand perception based on TreindlВ’s (2013) concepts of assessing retail brands. An empirical study was conducted using the mystery shopper method, assessing two groups of variables: perception of the atmosphere and quality of communication with the museum staff. The State Historical Museum turned out to be the leader in the quality of staff communication, and the State Tretyakov Gallery in internal atmosphere.
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References18
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