Applying the ‘servicescape theory’ to the museums: first evidence from Italy

This research aims to conceptualise and develop a scale that identifies relevant quality attributes in museum context adopting a servicescape approach. To assess such a relevance, the study examines the effects of the newly developed museumscape scale on museum visitor loyalty (word-of-mouth) in Italy. The study is exploratory in nature and adopts quantitative methodology. Data have been collected through direct interviews in three Italian art museums and on the basis of a structured questionnaire. All constructs were measured on a five-point Likert scale. The results showed that six of the seven dimensions of the museum servicescape positively influence visitors’ perceptions of service quality and their word-of mouth. These are as follows: staff interactions, art gallery quality, aesthetic quality, sign and signage, social interactions and ambient conditions. The discovered constructs could help museum managers to carefully design and manage the museum servicescape in order to enhance satisfaction and loyalty. The museumscape scale proved to be adequate in museums and relationships among the service- model variables and other variables were tested, thus increasing knowledge of customer service experience and service quality management.