Αξιολόγηση της ποιότητας υπηρεσιών στους πολιτιστικούς οργανισμούς βάσει του μοντέλου HISTOQUAL: η περίπτωση του Μουσείου Μπενάκη

It is agreed between the museums marketers that visitor experience depends from the quality of their supporting services. As in enterprises, service quality in museums is a significant factor in museum success and repeat visitors. However, service quality issues appear to have received limited attention in the heritage field. The present thesis sustains that museums need to develop instruments to measure service quality in order to provide managers with a tool allowing them to identify the strengths and weaknesses of their service provision. A new questionnaire is suggested in line with the Greek museums context, based on the HISTOQUAL scale identified by Frochot and Hughes (2000) for the evaluation of the service quality provided in historic houses. The study give proofs for the reliability of the questionnaire and includes a case study concerning the Mpenaki museum in Greece, revealing the quality dimensions in which the museum needs to take measures. The data analysis is based on the mean scores of the visitors’ answers to the questionnaire and the priority they give on the museum quality dimensions. The study also provides possible solutions for the support of those services proved as problematic during the analysis process.