A Study On The Service Quality Of Museum

With the museum boom and the rise of museum tourism, the service quality problem ofmuseum appears gradually. The service quality of museum has a vital role in thedevelopment of the museum, and it affects visitors revisit intention and recommendation.In the paper, that summaries the development of domestic museum and makes asystematic introduction about the basic theory and evaluation methods on the service qualityat home and abroad. Based on the theory of service quality and the service quality index,combines with the characteristics of the museum industry, attempts to establish thequantitative model of museum service quality evaluation. Then taking the QingdaoMunicipal Museum for empirical investigation, so as to optimize the theoretical evaluationsystem, and make the evaluation of the service quality of Qingdao Municipal Museum. Thepractical significance of the paper is to provide the basis for the museum to improve servicequality, provide reference for the management department to guide and standardize museumwork. In addition, it will perfect the theoretical research of museum, provide new ideas forquality evaluation of museum services. The contents of the article are as follows:1.The first part is the introduction, indicating the research background, significance,research framework, research methods and the innovation.2.The second part includes chapter two and chapter three. Chapter two is the literaturereview. First, the paper reviews the service of museum, the concept of the museum and thefunctional evolution of museum,. Secondly, from the concept and characteristics of theservices, the definition and classification of service quality, the presentment of tourismservice quality three aspects of quality for service are reviewed, providing reference formodel building. Chapter three mainly expounds the existing service quality evaluation modeland the related basis theoretical foundation. such as IPA evaluation model,SERVQUAL(Service Quality) evaluation model, gap analysis model etc. Then introduces thehierarchy of needs theory, customer satisfaction theory, service quality expectations theory and other related theory.3.The third part analyzes the related service elements of museum. First introduces thestakeholders of museum and defines the service object of museum. Secondly introduces theservice content of the museum and the characteristics of museum’s service.4.The fourth part is the research design and the empirical studies.The research designmainly expounds the research model, the selection of research object, questionnaire andstatistical methods. The empirical studies take tourists of Qingdao Municipal Museum asrespondents, mainly using validity analysis, factor analysis, regression analysis and otherstatistical methods to appraise and optimize the service quality evaluation system.Combining SERQUAL model and the characteristics of museum sets up23evaluationindexes. The importance of the five scales and weight are drawn based on the questionnairestatistical analysis, finally the service quality value of Qingdao Municipal Museum iscalculated roughly using service quality calculation formula.5.The fifth part mainly expounds the revelation of the service quality management ofmuseum. Because museum services involve many elements, to improve its service qualityrequires the joint efforts of the government, museum and so on.