Customer satisfaction and social performance of a museum shop

The museum shop began operating faintly even from 1890s. Although the occasion on its development was based on the financial enhancement of the museum, soon the shop metamorphosed and expanded comprising a separate unit. The merchandise was enriched with more products and the shop engaged marketing techniques to attract more audiences. Museum shops were necessitated to combine education and entertainment besides the financial contribution to the museum, becoming soon evidently very significant to the museum. The present research seeks to explore the extent to which visitors embrace education and entertainment and how likely they are to be satisfied from their visit in a museum shop and how strongly these two are correlated. Probit model is applied to evaluate the probability customer satisfaction is successful, while cross tabulations, independence tests and measures of association explain the relationship of customer satisfaction and the social performance of the shop. Interesting are the findings of the survey, some confirming the hypotheses in line with the theory and some others are in contrast to the hypotheses tested.

Autorentext

Eirini Tzika is presently an Assistant Accountant in a Greek firm. She holds a B.A. from the Deparment of Economics, Aristotle University of Thessaloniki(2005)and a Msc in Business Economics,Finance and Banking,University of Portsmouth and Technological Educational Institute of Crete,(2010).She speaks fluently English and is a native Greek speaker.