DATA MUSEUMS.xlsx

The research shows the results of the Quality perception index in two museums classified by the ICOM as the history museums of the city: Museo Regional de Guanajuato Alhóndiga de Granaditas in Mexico and Museo de Historia de Manacor in Spain. We conducted a survey applied to the visitors of the respective museums after visiting. Using the Cronin and Taylor’s Service Performance (Servperf), a structural equation model was generated to determine how visitors perceive the different components of service quality offered in the respective museums. Moreover, a multi-group analysis (PLS-MGA) was applied to assess whether there are statistical differences across countries and cultures. Among key results, we found that the perception of Servperf is manifested in the five dimensions of service quality of both museums. Furthermore, the only significant difference was manifested in the tangibles, with a greater manifestation in the Mexican historical museum.

本研究呈现了两家由国际博物馆协会（ICOM）归类为城市历史博物馆的质量感知指数研究结果：分别为墨西哥的瓜纳华托地区阿隆达格兰纳迪塔斯博物馆（Museo Regional de Guanajuato Alhóndiga de Granaditas）与西班牙的马纳科尔历史博物馆（Museo de Historia de Manacor）。本研究针对两家博物馆的到访观众开展参观后问卷调查，采用克罗宁与泰勒的服务绩效量表（Servperf）构建结构方程模型，以探析观众对两家博物馆所提供服务质量各维度的感知情况。此外，本研究运用多组分析（PLS-MGA）评估不同国家与文化背景下的感知差异是否具备统计学意义。核心研究结果显示，两家博物馆的服务质量感知均体现在Servperf的五大服务质量维度中。进一步而言，仅在有形性维度上存在显著差异，且墨西哥历史博物馆的有形性感知表现更为突出。