Examining the Relationships among Motivation,Service Quality and Loyalty: The case of the National Museum of Natural Science |
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| Authors: | Chi-Ming Hsieh Michael Hitchcock |
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| Institution: | 1. Department of Tourism, Recreation, and Leisure Studies, National Dong Hwa University, Shounfeng, Hualien 97401, Taiwan, R. O. C.;2. Institute of Creative and Cultural Entrepreneurship, Goldsmiths, University of London, London, UK |
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| Abstract: | This study explores causal relationships between push and pull motivations, perceptions of service quality and loyalty intention, and examines the moderating role of membership status in the National Museum of Natural Science, the largest museum in Taiwan. Data were collected from 405 paid admission visitors, with a quota and systematic sampling, from two stages of pre- and post-visit corresponding with two questionnaires. The results demonstrate that push and pull motivations impact on service quality perceptions, which in turn influence museum loyalty; the effect of pull motivation on service quality perceptions in the nonmember group was stronger than in the member group; the effect of service quality perceptions on loyalty in the member group was stronger than in the nonmember group. Museum managers could tailor and advertise existing museum products and services to different types of visitors; assuring the museum's continued operation and success. |
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| Keywords: | national museums and tourism push and pull motivations service quality loyalty membership status moderating effects |
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