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ASSESSING THE SERVICE QUALITY AND CUSTOMER SATISFACTION RELATIONSHIP IN THE CROATIAN MUSEUM SECTOR Suzana Marković University of Rijeka, Faculty of Tourism and Hospitality Management Opatija, Primorska 42, P.O. Box 97, 51410 Opatija, Croatia Sanja Raspor Janković Polytechnic of Rijeka, Trpimirova 2/V, 51000 Rijeka, Croatia DOI: https://doi.org/10.31410/tmt.2019.223 4th International Thematic Monograph - Modern Management Tools and Economy of Tourism Sector in Present Era, Belgrade, 2019, Published by: Association of Economists and Managers of the Balkans in cooperation with the Faculty of Tourism and Hospitality, Ohrid, North Macedonia; ISSN 2683-5673, ISBN 978-86-80194-29-5; Editors: Vuk Bevanda, associate professor, Faculty of Social Sciences, Belgrade, Serbia; Snežana Štetić, full time professor, The College of Tourism, Belgrade, Serbia, Printed by: SKRIPTA International, Belgrade
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Abstract: The main purpose of this study was to discuss the impact of perceived service quality dimensions on customer satisfaction in the museum sector in Croatia. The study was conducted using a 24-item questionnaire, based on the modified HISTOQUAL model (Frochot & Hughes, 2000; Hui-Ying & Chao-Chien, 2008; Martin-Ruiz et al., 2010). The questionnaires were distributed to visitors of the Krapina Neanderthal Museum (Croatia). Factor analysis identified five dimensions of perceived museum service quality, namely “tangibles”, “accessibility”, “exhibition presentation”, “empathy” and “communication”. In addition, multiple regression analysis showed that the identified factors have a significant and positive effect on overall customer satisfaction. These results indicate that museum service quality is indeed a significant predictor of museum visitor satisfaction. Thus, improving museum service quality results in higher satisfaction levels of museum visitors. 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