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.