Research On Audience Satisfaction Of Public Cultural Service Of Wuhan Museum

Museums are public cultural institutions that protect,study and utilize cultural heritage.They produce and disseminate cultural knowledge,serve for social development,and play an important role in enriching public cultural life,constructing collective memory and shaping cultural identity.In the new era,the public demand tends to be diversified and higher level,and the competition of cultural leisure places is fierce,which brings new challenges to the public cultural services of museums.Modern museums advocate the concept of audience,serving the audience is the mission of the museum,the study of the audience’s satisfaction of the museum’s public cultural service is of great significance to improve the quality of the museum’s public cultural service with the times,meet the audience’s expectations and appeals,and enhance the vitality and competitiveness of the museum.In this paper,on the basis of reading domestic and foreign literature,based on the theory of customer satisfaction and the theory of new public service,combined with the content and characteristics of museum public cultural service,this paper proposed the audience satisfaction model and research hypothesis of museum public cultural service,and designed the questionnaire.Secondly,descriptive statistical analysis,reliability and validity testing,model fitting and hypothesis testing were conducted on the questionnaire data using SPSS and AMOS software.The empirical analysis results of this paper show that: first,the audience’s quality evaluation of Wuhan Museum’s cultural and creative products,cultural and educational activities,explanation services and personalized services is relatively low and needs to be improved.Secondly,audience expectation has a positive impact on perceived quality and audience satisfaction.The higher the audience’s expectation before the visit,the higher the perception and satisfaction of the museum’s public cultural service quality after the visit.Thirdly,perceived quality has a positive impact on audience satisfaction,which is higher than audience expectation.Museum exhibits,cultural and creative products,cultural and educational activities,service facilities and staff service level will all affect audience satisfaction.Fourth,audience satisfaction has a positive impact on audience loyalty and a negative impact on audience complaints.The higher the audience’s satisfaction,the more they recognize the museum’s public cultural services,the more likely they are to visit and recommend to others,and the less likely they are to complain about the museum.Fifth,audience complaints have a negative impact on audience loyalty.The more the audience complains,the less loyal they are to the museum.Finally,based on the empirical analysis results,combined with the actual situation of Wuhan Museum,this paper puts forward the countermeasures to improve the audience satisfaction of Wuhan Museum’s public cultural services: enriching the display content,using diversified display forms,developing characteristic cultural and creative products,and improving the quality of the museum’s public cultural products;Increase the frequency and variety of cultural and educational activities,carry out cultural and educational activities for a wider group,promote the digital construction of educational resources,and strengthen the popularization of traditional culture education;Perfect service facilities,build multi-functional public space,give full play to the maximum value of museum public space;To improve the comprehensive quality of the staff,the implementation of mass explanation services,strengthen the audience survey,pay attention to the audience feedback,and improve the level of the museum’s service to the audience.