Service Quality of Macao Museums

Abstract

This study conducted quantitative analysis on the service quality of museums in Macao using the HISTOQUAL scale. Visitors, both tourists and residents, generally had positive attitudes about the service quality of Macao museums. We found that tourists gave a higher service quality rating than residents. The more satisfied group usually had a higher educational level and a managerial or professional career. We further classified museums according to their themes, and found the perception of service quality by visitors differed among the museum types. The study provides important information for museum managers to serve the needs of different niche markets better.

Keywords:

• Service quality
• museums
• HISTOQUAL scale
• visitors
• Macao