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Relationship marketing in museums: influence of managers and mode of governance

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  • Carmen Camarero
  • María-José Garrido
  • Eva Vicente
  • María Redondo

Abstract

On the bases of relationship marketing and social capital, this paper aims to explore whether museums’ external relationships depend on managers and internal relationships as well as on mode of governance. The empirical findings of a hierarchical regression analysis for a sample of 556 museums indicate that close relationships with the external environment require managerial social capital and a supportive culture that favours internal cohesion. Finally, public museums directly run by government entities remain too bureaucratic and lack incentives to promote internal cohesion as well as relationships with customers and other stakeholders. Implications for managers are discussed.

Suggested Citation

  • Carmen Camarero & María-José Garrido & Eva Vicente & María Redondo, 2019. "Relationship marketing in museums: influence of managers and mode of governance," Public Management Review, Taylor & Francis Journals, vol. 21(10), pages 1369-1396, October.
    • Handle: RePEc:taf:rpxmxx:v:21:y:2019:i:10:p:1369-1396
    DOI: 10.1080/14719037.2018.1550106
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    Cited by:

    1. Krajnović, Aleksandra & Perković, Antonija & Rajko, Mladen, 2020. "Digital Marketing in Cultural Institutions - Example of Cultural Institutions of the City of Zadar," Proceedings of the ENTRENOVA - ENTerprise REsearch InNOVAtion Conference (2020), Virtual Conference, in: Proceedings of the ENTRENOVA - ENTerprise REsearch InNOVAtion Conference, Virtual Conference, 10-12 September 2020, pages 341-352, IRENET - Society for Advancing Innovation and Research in Economy, Zagreb.

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