Exploring servicescape experiences across museum types
ISSN: 0887-6045
Article publication date: 20 April 2023
Issue publication date: 21 June 2023
Abstract
Purpose
Previous research has been unable to provide a comprehensive method for measuring environment-based experience and its outcomes although it is an essential determinant of the museum experience. Therefore, this paper aims to present a measurement method for exploring how visitors’ servicescape experiences affect their positive word-of-mouth intention (PWOM).
Design/methodology/approach
Data were collected by surveying 810 visitors to 3 museums (i.e. Louvre, Pera and Key) representing different museum types. The research model was validated by using partial least squares structural equation modeling.
Findings
The predicted associations between sensory, spatial and social experiences, and PWOM were confirmed for Pera. In the Louvre and Key, however, only sensory and social experiences were positively associated with PWOM. In addition, the moderating effect of building type on the relationship between spatial experience and PWOM was demonstrated.
Originality/value
This paper contributes to the servicescape, customer experience and museum literature in several ways. Firstly, this study proposes a measurement method for servicescape experiences. Secondly, this study introduces servicescape experiences as new types of customer experience. Thirdly, this study provides insightful implications for the museum literature and professionals by highlighting how servicescape experiences affect PWOM across different types of museums.
Keywords
Acknowledgements
The authors wish to thank the editor, guest editor, and anonymous reviewers for their suggestions and comments. In addition, the authors thank the staff of Key Museum and Pera Museum for their understanding during data collection.
Citation
Erdoğan, H.H. and Enginkaya, E. (2023), "Exploring servicescape experiences across museum types", Journal of Services Marketing, Vol. 37 No. 6, pp. 706-718. https://doi.org/10.1108/JSM-03-2022-0111
Publisher
:Emerald Publishing Limited
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