Perceived Quality, Visitor Satisfaction And Conative Loyalty In South African Heritage Museums

Abstract

Museums are increasingly forced to pay attention to marketing-related aspects such as perceived service quality, satisfaction and loyalty. Using data from three South African heritage museums, this article first delineates the construct of perceived quality and then investigates the relationships between perceived quality, satisfaction and conative loyalty. The resulting perceived quality model comprises two service-based dimensions (service interaction and service evidence) and two product-based dimensions (product functionality and product enrichment). In addition, the results indicate that visitors’ perceived quality has both an indirect effect (through satisfaction) and a direct effect on their behavioral intentions, with the former effect being greater than the latter.