MUSEUMS REVITALIZATION THROUGH SERVICE QUALITY IMPROVEMENT AND CUSTOMER SATISFACTION
Pratminingsih, Sri Astuti
Soedijati, Elizabeth Koes
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Museum is not only a place where objects are preserved but also provide information, education and entertainment but also a symbol of community pride. The Culture and Tourism Ministry of Indonesia launched Visit Museum Campaign in 2009 through 2014. It aimed at increasing public appreciation of the museum as part of the country’s heritage as well as drawing more visitors. To attract more visitors, a good service quality of the museums should be created. There has been evidence that when customers’ perceptions of service quality are positive, visitors are satisfied and the behavioral intentions are favorable. This paper examines the service quality attributes for evaluating perceived service quality of museums in serving visitors, visitors’ satisfaction levels and future intentions to revisit and recommend the museums. Research was conducted in 3 museums in Bandung (Indonesia) with 500 visitors as respondents. The survey questions were organized based on SERVQUAL. The collected data was analyzed by using statistical methods such as correlation analysis. The research findings indicate that service quality and visitor satisfaction has a significant and positive relationship with visitors’ behavioral intentions.