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Consumer satisfaction and post-purchase intentions: an exploratory study of museum visitors
conference contribution
posted on 2002-01-01, 00:00 authored by Paul HarrisonPaul Harrison, Robin ShawThis 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.
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Title of proceedings
New wave: entrepreneurship and the arts: symposium proceedingsEvent
New Wave: Entrepreneurship and the Arts Conference (2002 : Melbourne, Vic.)Pagination
1 - 8Publisher
Learning Services, Deakin UniversityLocation
Melbourne, VictoriaPlace of publication
Melbourne, Vic.Start date
2002-04-05End date
2002-04-06ISBN-13
9780730025535ISBN-10
0730025535Language
engPublication classification
E1 Full written paper - refereed; E Conference publicationUsage metrics
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