Analyzing museum visitor experiences and post experience dimensions using SEM


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DİRSEHAN T.

Bogazici Journal, cilt.26, sa.1, ss.103-125, 2012 (Scopus) identifier

  • Yayın Türü: Makale / Tam Makale
  • Cilt numarası: 26 Sayı: 1
  • Basım Tarihi: 2012
  • Doi Numarası: 10.21773/boun.26.1.6
  • Dergi Adı: Bogazici Journal
  • Derginin Tarandığı İndeksler: Scopus, TR DİZİN (ULAKBİM)
  • Sayfa Sayıları: ss.103-125
  • Anahtar Kelimeler: Customer experience management, Experiential marketing, Museum marketing, Structural Equation Model
  • Anadolu Üniversitesi Adresli: Hayır

Özet

In marketing strategies, the consumer-focus approach reveals customer experience management as a differentiating tool for competitive advantage in an increasingly competitive environment. In recent years, museums compete with other leisure and educational institutions such as other museums, theatres, cinemas and amusement parks. Thus, customer experience management provides a competitive advantage for museums. This study aims to reveal the effects of customer experiences from the museum perspective. For this purpose, an exploratory research and a descriptive research are conducted in Istanbul. Based on the research findings, a structural equation model is developed to reveal the relationships between customer experiences and post experience dimensions (learning in museum, visitor satisfaction, visit intensification, word-of-mouth communication and revisit intention).