Consumer satisfaction and post-purchase intentions: an exploratory study of museum visitors
Harrison, Paul and Shaw, Robin 2002, Consumer satisfaction and post-purchase intentions: an exploratory study of museum visitors, in New wave: entrepreneurship and the arts: symposium proceedings, Learning Services, Deakin University, Melbourne, Vic., pp. 1-8.
New wave: entrepreneurship and the arts: symposium proceedings
Learning Services, Deakin University
Place of publication
This paper examines the relationship between consumer satisfaction and future intentions in the museum context, and the role that demographic characteristics such as gender, age and education play. The variables Expectations Met, Satisfaction, Value, Intention to Return, and Recommendation to Others, were all found to be correlated. However, although it is often assumed that the level of educational attainment, gender and age correlate strongly with arts and cultural usage, this research found that the only statistically significant differences were that females had a higher mean Intention to Return, and there was a weak positive association between Age and Satisfaction, and weak negative associations between Education and Expectations Met, Satisfaction, and Recommendation to Others. Museum marketers may profit from examining the "value chain" of museum experience outlined in the model presented, especially the greater likelihood of positive recommendations to others than individual intention to revisit, and by investigating segment differences beyond those reported here.
Field of Research
150599 Marketing not elsewhere classified
HERDC Research category
E1 Full written paper - refereed
ERA Research output type
E Conference publication
Unless expressly stated otherwise, the copyright for items in Deakin Research Online is owned by the author, with all rights reserved.