Work

Relationship marketing in museums: influence of managers and mode of governance

Year: 2018

Type: article

Abstract: On the bases of relationship marketing and social capital, this paper aims to explore whether museums’ external relationships depend on managers and internal relationships as well as on mode of governance. The empirical findings of a hierarchical regression analysis for a sample of 556 museums indicate that close relationships with the external environment require managerial social capital and a supportive culture that favours internal cohesion. Finally, public museums directly run by government entities remain too bureaucratic and lack incentives to promote internal cohesion as well as relationships with customers and other stakeholders. Implications for managers are discussed.

Source: Public Management Review

DOI: 10.1080/14719037.2018.1550106

Authors: Carmen Camarero, María-José Garrido, Eva Vicente, María Redondo

Institution: Universidad de Valladolid

Language: English

Topic: Museums and Cultural Heritage

Subfield: Museology

Field: Arts and Humanities

Domain: Social Sciences

Open Access status: green

Funder: Secretaría de Estado de Investigación, Desarrollo e Innovación

Award: G2188296601