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Service Quality, Visitor Satisfaction And Behavioural Intentions: Pilot Study At A Museum In Malaysia


  • Lau Pei Mey


  • Badaruddin Mohamed

    (Universiti Sains Malaysia)


Museum is not just being seen as an important tool for community development and helping in promoting cultural conservation. It is also one of the niche products of Malaysia cultural heritage tourism attraction that could affect the growth of the tourism industry in the country. This paper explores the service quality attributes for evaluating perceived service quality of museums. It is also to develop a tool to assess the perceived service quality, satisfaction levels, and behavioural intentions towards museums in Malaysia, from the visitors’ perspective, by applying the modified version of the SERVPERF model. Through the pilot study, a questionnaire with 35-items to measure visitor’s perceived service quality, and eight-items to measure satisfaction levels, and behavioural intentions were formed. It is hoped that this measurement tool will contribute to the setting of a foundation for future quality development and management of museums in Malaysia

Suggested Citation

  • Lau Pei Mey & Badaruddin Mohamed, 2010. "Service Quality, Visitor Satisfaction And Behavioural Intentions: Pilot Study At A Museum In Malaysia," Journal of Global Business and Economics, Global Research Agency, vol. 1(1), pages 226-240, July.
  • Handle: RePEc:grg:01biss:v:1:y:2010:i:1:p:226-240

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    Cited by:

    1. Basiony, Abd Elazim & abd alla, Ghada & shaker El Sayed, Alaa, 2014. "Evaluating Tourism Service Quality Provided to the European Tourist “Applied on the British tourist"," MPRA Paper 57164, University Library of Munich, Germany, revised 2014.

    More about this item


    service quality; satisfaction; behavioural intentions; museum;

    JEL classification:

    • M - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics


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