Perceived Quality, Visitor Satisfaction And Conative Loyalty In South African Heritage Museums
Year: 2013
Type: article
Study design: Observational Study
Abstract: Museums are increasingly forced to pay attention to marketing-related aspects such as perceived service quality, satisfaction and loyalty. Using data from three South African heritage museums, this article first delineates the construct of perceived quality and then investigates the relationships between perceived quality, satisfaction and conative loyalty. The resulting perceived quality model comprises two service-based dimensions (service interaction and service evidence) and two product-based dimensions (product functionality and product enrichment). In addition, the results indicate that visitors perceived quality has both an indirect effect (through satisfaction) and a direct effect on their behavioral intentions, with the former effect being greater than the latter.
Authors: Laetitia Radder, Xiliang Han
Institution: Nelson Mandela University
Language: English
Domain: Social Sciences
Open Access status: hybrid
Funder: National Research Foundation
OpenAlex ID: W2186646754