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IMPORTANCE-PERFORMANCE ANALYSIS FOR NICHE MARKETING: THE CASE OF A MUSEUM EXHIBITION

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, MS, Kent State University, College of Education, Health and Human Services / School of Foundations, Leadership and Administration.
The museum industry is rapidly expanding, and Chinese museums now face many new challenges, including finding ways to improve the quality of service and increase customer satisfaction. In today’s competitive business environment, it would behoove exhibitors of cultural attractions to focus not only on increasing earnings but also on enhancing customer satisfaction with the quality of services provided. Indeed, visitor satisfaction is central to the survival and development of museums and directly affects the rate of return visits and a museum’s overall reputation. This research focuses on museum-exhibition quality improvement using a case study of one exhibition presented at the Zhejiang Museum in China. The study was designed to identify salient attributes of museum exhibits and evaluate satisfaction with the current services associated with this exhibition. The analyses compare and integrate data on importance and performance, and discuss the attributes that affect the quality of exhibits, and identify areas experienced by the audience as strengths and weaknesses. For museum application the analysis focuses on a customer’s experience of the physical environment as well as her/his opinions of the exhibit’s educational and entertainment-related characteristics. Such IPA results may help researchers to better understand the concept of “edutainment.” Results may also be of use to exhibitors as they allocate resources such as money, time, and labor in efforts to improve service and enable visitors to experience greater comfort and enjoyment during museum visits.
WANG PHILIP (Committee Chair)
SCHEULE BARBARA (Committee Member)
MUNSON WAYNE (Committee Member)
75 p.

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Citations

  • WU, X. (2013). IMPORTANCE-PERFORMANCE ANALYSIS FOR NICHE MARKETING: THE CASE OF A MUSEUM EXHIBITION [Master's thesis, Kent State University]. OhioLINK Electronic Theses and Dissertations Center. http://rave.ohiolink.edu/etdc/view?acc_num=kent1384148679

    APA Style (7th edition)

  • WU, XUAN. IMPORTANCE-PERFORMANCE ANALYSIS FOR NICHE MARKETING: THE CASE OF A MUSEUM EXHIBITION. 2013. Kent State University, Master's thesis. OhioLINK Electronic Theses and Dissertations Center, http://rave.ohiolink.edu/etdc/view?acc_num=kent1384148679.

    MLA Style (8th edition)

  • WU, XUAN. "IMPORTANCE-PERFORMANCE ANALYSIS FOR NICHE MARKETING: THE CASE OF A MUSEUM EXHIBITION." Master's thesis, Kent State University, 2013. http://rave.ohiolink.edu/etdc/view?acc_num=kent1384148679

    Chicago Manual of Style (17th edition)