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Creating sustainable practice in a museum context: Adopting service-centricity in non-profit museums

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  • Alcaraz, Celeste
  • Hume, Margee
  • Mort, Gillian Sullivan

Abstract

The main purpose of this study is the identification of issues from a consumer perspective that can assist in the creation of sustainable museums. This work specifically focuses on customer research including the service encounter experience. It has been suggested museum sustainability is questionable in the long term, with a need for fundamental change in the mental modes and attitudes assumed in the management of the sector, in particular the need for more effective and appropriate marketing strategies. Adopting a qualitative research approach, twenty consultant customers kept a service encounter diary and were subsequently interviewed in-depth. These scripts were analyzed thematically until theoretical saturation was achieved. Findings indicate many issues focusing on the creation of reflective spaces, self-paced consumption, solitude versus social exchange, the need for supplementary service to be more effectively developed, improvement in non custodial servicescapes and the relationships of satisfaction to process and amenities. Implications for management and research have been highlighted.

Suggested Citation

  • Alcaraz, Celeste & Hume, Margee & Mort, Gillian Sullivan, 2009. "Creating sustainable practice in a museum context: Adopting service-centricity in non-profit museums," Australasian marketing journal, Elsevier, vol. 17(4), pages 219-225.
  • Handle: RePEc:eee:aumajo:v:17:y:2009:i:4:p:219-225
    DOI: 10.1016/j.ausmj.2009.06.003
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    References listed on IDEAS

    as
    1. Arnould, Eric J & Price, Linda L, 1993. "River Magic: Extraordinary Experience and the Extended Service Encounter," Journal of Consumer Research, Oxford University Press, vol. 20(1), pages 24-45, June.
    2. Weerawardena, Jay & Mort, Gillian Sullivan, 2006. "Investigating social entrepreneurship: A multidimensional model," Journal of World Business, Elsevier, vol. 41(1), pages 21-35, February.
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    Cited by:

    1. Izabela Luiza POP & Anca BORZA, 2014. "Increasing the Sustainability of Museums through International Strategy," Economia. Seria Management, Faculty of Management, Academy of Economic Studies, Bucharest, Romania, vol. 17(2), pages 248-264, December.
    2. Pop, Izabela Luiza & Borza, Anca, 2015. "Sustainable Museums for Sustainable Development," MPRA Paper 68360, University Library of Munich, Germany.
    3. Shabbar Jaffry & Alexandros Apostolakis, 2011. "Evaluating individual preferences for the British Museum," Journal of Cultural Economics, Springer;The Association for Cultural Economics International, vol. 35(1), pages 49-75, February.
    4. Pei-Hsuan Tsai & Chin-Tsai Lin, 2018. "How Should National Museums Create Competitive Advantage Following Changes in the Global Economic Environment?," Sustainability, MDPI, vol. 10(10), pages 1-20, October.
    5. Izabela Luiza Pop & Anca Borza, 2016. "Factors Influencing Museum Sustainability and Indicators for Museum Sustainability Measurement," Sustainability, MDPI, vol. 8(1), pages 1-22, January.
    6. Tanja Komarac, 2014. "A New World for Museum Marketing? Facing the Old Dilemmas while Challenging New Market Opportunities," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 26(2), pages 199-214.

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