INTERNATIONAL JOURNAL OF SCIENTIFIC & TECHNOLOGY RESEARCH VOLUME 9, ISSUE 04, APRIL 2020 ISSN 2277-8616

Determining Visitors’ Satisfaction By Using SERVQUAL Dimensions In Museums: Cases From ,

Albattat, Ahmad,Jacquline, Tham,S. M. Ferdous Azam

Abstract: Museums played vital role in the preservation and conservation of the artefacts, monuments and all the equipment of the histories. It is started from the earlier in 1907 which is National Museum was built in that era and it is administrated by Malaysia Federal Department. This museum has decided the pathway of the promotions to the culture and history of this country. This research outcome is to conduct and to gain knowledge about all the elements needed in the museum in order to improve a satisfactions of the Visitors no matter from neither local nor international. This research shows how the organizations of museums conserve all the artefacts as the main factor of the conservation of heritage and how they analyses all the information from all the heritages to do it in a creative way to deliver all the information to the Visitors. The National Museum and Music Museum are the main organization play as a rule to make all the heritages and histories, according to the standard of the syllabus from the history textbook. Change occurs for the exhibitions inside the museums gives a huge impact in the local and international Visitors especially for the teenagers. This exhibition, becoming the main factor developments of the heritages because histories and heritages are not becoming the main passions for Generation Z nowadays. There are 150 questionnaires distributed to all the Visitors before analysing all the data. The SPSS20.0 was used to analyse the data. The outcome is there is a positive relationship between the selected Museums and Visitors’ satisfaction. It shows by the significant of the two correlations and the result is positive.

Keywords: Service Quality; Visitor Satisfaction; Museums; Kuala Lumpur; National Museum; Music Museum. ——————————  ——————————

1 INTRODUCTION Visitor satisfaction is a major element in the creation of Museum is an entertainment and educational institution that visitor’s desires for future purchases; moreover, the satisfied conserves a collection of artistic, cultural, historical, or Visitor most likely will talk to others about their good scientific importance artefacts. Museums make this collections experiences and the quality of the received services (Antón et. available for public to tell stories about the history for al., 2017). The importance of word of mouth, which is people is entertainment and educational purposes using various display the passing of information from person to person by oral ways (Dean & Edson, 2013). Museums are non-profit communication, which could be as simple as telling someone institutions to service the society, open to the public, which the time of day. Besides that, it is considered as a more conserves, researches, communicates and exhibits the reliable means of attracting Visitor those other forms of tangible and intangible heritage of humanity and its advertising (Çadırcı et. al., 2016). There are several issues environment for the purposes of education, study and that need to be developing between the relationship service enjoyment (Orange, 2018). Most of the people will make a visit quality and Visitor satisfaction from the selected Museums in to the museum during travelling to a country (Falk, 2016). Kuala Lumpur (Md Ali, et al., 2019). Visitor satisfaction is the Indeed, the main economic development of a country is by major element that gives a powerful on local economic attracting both local and foreign Visitors to go to the museum. development and also contributions to the museums to Museums are important factors to attract the visitors to an maintain the facilities, artefacts, information, books, and area, helping the local economy and offering local people personal collections with historical value (Ahonen, 2019). employment (Edgell, 2016). Statistics estimated 7.3 million Furthermore, as a local community and government must visits were made to 22 museums throughout Malaysia based continually struggle to meet the demands and expectations on on Department of Museums Malaysia (The Star Online, 2017). Visitor satisfaction for service quality. Therefore, if the Visitor This research aims to collect information about the satisfaction satisfies on the service it will influence on revisit Visitor and the of visitors from National Museum and Kuala Lumpur Music good feedback on the person that might give another visitor Museum in Kuala Lumpur. This research focus on an attract about the museums (Holden, 2016; Nakip & Gökmen, experience of the visitor and information about the visitor 2018). In these cases of National Museum and Music collects from the experience. Museum there are several issues that need to be reviewed to develop a successful cultural; heritage tourism and scientific facts, especially in understanding Visitor on their comparison ______of expectation about the service with performance provided • Albattat Ahmad is currently Assistant Professor in Postgraduate (Butler & Ivanovic, 2016). In addition, tangibles define as a Centre, Management and Science University, Shah Alam, 40100, Visitor first impression during the event by looking at the , Malaysia, PH-+60195954499. E-mail: appearance of the physical facilities, equipment, personnel [email protected] and communication materials. In the second place is reliability • Jacquline Tham is currently Assistant Professor in Postgraduate about queue management the service ability to reduce waiting Centre, Management and Science University, Shah Alam, 40100, Selangor, Malaysia, PH-+60192336228. E-mail: time. Responsiveness defined as willingness to help Visitor [email protected] and provide prompt service to them. Assurance is about the • S. M. Ferdous Azam is currently Assistant Professor in knowledge and courtesy of the employees and their ability to Postgraduate Centre, Management and Science University, Shah convey trust and confidence. Last but not least is empathy is Alam, 40100, Selangor, Malaysia, PH-+60166831785. E-mail: defined as the ability to be approachable (Lovelock & [email protected] Patterson, 2015). The objectives of this research are; to study 3741 IJSTR©2020 www.ijstr.org INTERNATIONAL JOURNAL OF SCIENTIFIC & TECHNOLOGY RESEARCH VOLUME 9, ISSUE 04, APRIL 2020 ISSN 2277-8616

the relationship between service quality dimensions and Visitor culture, but it also consists of an incredible building. Yet, the satisfaction from selected museums in Kuala Lumpur (National museum serves to help future generations on an Museum and Music Museum). understanding of history and recognize their achievements. Without those, it will completely lose. The functions of the 2 LETERATURE REVIEW museum are to collect, store, and study the historical relics, as Travel has existed since the beginning of time when primitive well as provide education to the Visitors (Pearce, 2017). man set out, often traversing great distances, in search of game that provided the food and clothing necessary for his or 2.2 National Museum Kuala Lumpur her survival. Indeed, most of people love to travel because The first and the oldest museum in Malaysia are located in they want to explore the history, purpose of trade, religions Taiping, situated in the north of . , conviction, economic gain, war, migration, and other equally founded in 1883 by Sir Hugh Low, the fourth British Resident compelling motivations (Theobald, 2005). Moreover, tourism is of Perak (Ahmad, 2014; Kathirithamby-Wells, 2005). Then not just focusing on the activities in the accommodation and followed by the State Museum, by Sir hospitality sector, the transportation sector and entertainment Charles Brooke II opened in 1891. During 1907, Selangor sector with Visitor attraction such as theme parks, amusement Museum has been established. In 1910, the managements of parks, sports facilities, museums, and others, but tourism and the Selangor and Perak Museums were integrated under the its management are closely connected to all major functions, Federal Malay States Museums Department. On March 10, processes and procedures that are practiced in various areas 1945 Selangor Museum building accidentally has been related to tourism as a system (Zaei & Zaei, 2013). In bombed by the Allied Air Force (Lai, 2005). Located in Jalan addition, the importance of tourism is giving an income to our Damansara, Kuala Lumpur, this museum is the biggest countries by people visiting Malaysia they tend to spend their Museum in Malaysia; this is the main important in Malaysia money here. Besides, tourism may also give an experience in that represents the culture and heritage in Malaysia. Negara cultural exchange. Most of the Visitor wants to explore more Museum in divided into several parts of the galleries A, B, C on historical and cultural, they tend to learn about their and D. Gallery A is about human living in the earlier first exists language, art, skill, culture and others (Shakeela & Weaver, of the human beings in Malaysia, what is their food, their 2018). Tourism is important, even vital, source of income to clothes, how do they earn their economy and so on. Gallery B our countries. Indeed, tourism could bring in a large amount of is about the earlier era of colonialism of the Malaya. From the income into a local economy even to the local people get the earliest of colonialism followed by another state of benefit from it (Rogerson, 2017). The local community and the Malaya. The artefacts are very realistic because based on our Visitor will get the benefit from the service industries including observations, Visitors can feel how the history is inside the the transportation services such as bus, taxi, airlines, and gallery. Other than that, in Gallery B, Visitors can see the cruise, accommodations such as resort, hotel, hostel and artefacts of the old weapons, which is the earlier nationalism chalet, and entertainment venues such as shopping malls, and how do they fight against the colonialism and so on. casinos, amusement park and theatres (Omar et. al., 2015). Gallery C is from the era before the indecent is come. Gallery Furthermore, the Visitor will spend their money to buy some D is about after independent era. souvenirs, clothing and other suppliers. This study is to attempt to analyze the relationship between service quality 2.3 Music Museum, Kuala Lumpur and Visitor satisfaction for the National Museum and Music Music Museum, Kuala Lumpur was built in 1888 for the Museum. Therefore, it is to find a way to promote tourism as Chartered Bank of India, along with other buildings around the well as possible to plan their visit to Malaysia (Wang et. al., area (King & Halib, 2008), the building was built with influence 2018). to the Mughal style (Wade, 1998; Bom, 2010). A single story wing was demolished to wider Jalan Raja. The corner of the 2.1 Museum domes of the arches is constructed of Kayu Belian – a type of Since museum is one of the attractions and opens to hardwood from . The museum is one of the few everyone, the authority should preserve the historical items heritage buildings located at Jalan Raja, facing Merdeka because it is an important tool for community development and Square. The museum also used to collect the musical helping in promoting cultural conservation. Museums have instruments made from bamboo, wood, and leaves and offered an opportunity to expose visitor and Visitor to founded or used since the 16th century, or played by concerts. experience and explore the new things in a rich culture and heritage educational. Hence, it will effect on the growth of the 2.4 Attraction of the National Museum and Music Museum tourism industry in the country (Falk & Dierking, 2018). National Museum is basically attracting people based on the Beyond that, the museum has a far more important purpose historical component and cultural aspect. Indoor attraction is and deeper meanings in society, not just for economic gain the Prehistory Gallery, Malay Kingdom Gallery, Colonial Era purpose only. Museums dedicated to the preservation of Gallery, Malaysia Today Gallery (Ahmad, 2014). Outdoor history through paintings, sculptures and elements of our exhibitions divided into the several parts which are Steam society (Alexander et. al., 2017). The purpose of the museum Locomotive, Malacca Trishaw, The first Proton Saga and not just experiences and explore new thing, but is a part of our another collection from Proton, Model of Traditional House of education as well as a great way to know the general Istana Satu. Music Museum has its uniqueness to attract knowledge about the geographic, historical such as artefacts Visitor to go there (Kolb, 2005). There are a number of and manuscript, and arts and culture such as cultural displays instruments gathered here, from , of various ethnic groups. According to researcher (Crook, and Sarawak. The instruments include instruments of the 2018; Poskett, 2019; Diamond et. al., 2016). The museum Malays, Indians, Chinese, Aborigines and different ethnicities doesn’t just consists of artefacts, manuscript, and arts and from Sabah and Sarawak. Each instrument is included with 3742 IJSTR©2020 www.ijstr.org INTERNATIONAL JOURNAL OF SCIENTIFIC & TECHNOLOGY RESEARCH VOLUME 9, ISSUE 04, APRIL 2020 ISSN 2277-8616

their name and descriptions on the display. Some of the instruments Visitor can find on display are: Malay, Chinese, Indian, Sabahan, and Sarawakian.

2.5 Service Quality According to Zeithaml, et al., (1990), quality is defined as the quality is exceeding what Visitor expect from the service. Despite that, people consider delivering the service quality will achieve the successful strategy in today’s competitive environment. According to the researchers, service quality is a result from a comparison of what Visitor the feel a service provider should offer such as their expectations with the provider’s actual performance. The researchers found a five Fig1: Research Framework dimension of service quality for Visitor evaluating the service quality. These dimensions also known as SERVQUAL 3 RESEARCH METHODOLOGY dimension (Achrol et al., 2017). Definition of tangibles is about Quantitative research method was implemented in this study Visitor first impression during the event by looking at the to provide feedback and suggestion of Visitor service quality appearance of the physical facilities, equipment, personnel, and satisfaction toward National Museum and Music Museum. and communication materials. Since that, a customer looking This study used the survey questionnaires to outline the role of at the cleanliness, attitudes of the staff, communication materials such as pamphlet, brochure and information on the service quality (SQ) Visitor satisfaction (TS) and focused on website, physical facilities contains on toilets, information investigating and examining the factors that affect repeat visitor and customer loyalty. Thus, are chosen to examine the counter and parking facilities (Lo et al., 2015). Reliability is an ability to perform the promised service dependably and SQ and TS factors that affect the repeat visitor and customer loyalty regard Kuala Lumpur, Malaysia. The population of this accurately. For example, buying stuff from the internet using research were Kuala Lumpur Visitors and visitors, and the online banking. At this stage after buying something, the sampling techniques used were the stratified simple random customer will receive mail at the same time each day. sampling. Data collected were analyzed using the SPSS20.0 Responsiveness defined as willingness to help Visitor and provide prompt service. It refers to avoiding keeping visitor (Pallant, 2010). waiting for no apparent reason. Subsequently is an assurance, define as knowledge and courtesy of employees and their 4 DATA ANALYSIS ability to convey trust and confidence. It refers to the staff Based on the survey that has been given through distributed behavior, and being polite and showing respect for the visitor. at the selected museums in Kuala Lumpur and was targeted The last one is empathy ability to be approachable. Refer to the international and local visitor who has been experiencing the being a good listener to the Visitors, caring, individualized those museums. 150 respondents have been collected attention the firm provides its Visitors. As a final point, service through the questionnaire from National Museum and Music quality has stood an importance for the hospitality industry. It Museum, Kuala Lumpur. has been identified as one of the most effective means of building a competitive position and improving organizational 4.1 Respondent Demographic Profile performance. Furthermore, service quality is about to promote teamwork and at the same time increasing staff performance Table1: Summarized Demographic Profile of Respondents (Parasuraman, Zeithaml, & Berry, 1985).

2.6 Visitors Satisfaction Visitors’ satisfaction definitions related to the process of the product elements, focusing the satisfaction level (Guo et al., 2017). Satisfaction also defines as feeling from the Visitor (Chen & Chen, 2010). Visitors’ satisfactions became huge goals for all the people that involved in this industry within suggesting many of the product elements regarding all the product developments that have been made (Bramwell, 1998). Visitor satisfaction among all the products development can be perceived in many ways and methods. Usually Visitors’ satisfaction can be related to the market share. It is related to the suggesting aspect as mentioned above. Related to the title, Visitors’ satisfaction for the National Museum and Music Museum is the environments, delivering information methods, facilities, services provided as mentioned above (Xiang et al., 2015).

2.7 Research Framework

3743 IJSTR©2020 www.ijstr.org INTERNATIONAL JOURNAL OF SCIENTIFIC & TECHNOLOGY RESEARCH VOLUME 9, ISSUE 04, APRIL 2020 ISSN 2277-8616

Based on table 1, 73 respondents, 48.7% was Male and 77 concern in this study, 56 (37.3%) answered with average, respondents 51.3% were Female. The age range of followed by 39 (26.0%) whom answered interesting with the respondents was 10 respondents with 6.7% at age below 15 car park at the museum. About the ticket counter, 58 (38.7%) years old. 86 respondents or 57.3% at age 23-30, 22 were interesting, followed by 55 (36.7%) whom answered respondents or 14.7% at age 31-40, 17 respondents or 11.3% average with the ticket counter at the museum. For interesting at age 41-50 and about 14 respondents or 9.3% at age more with the signage at the museum, 56 (37.3%) was Average, 51 than 50. For nationality, 91 were Malaysian with 60.7%, 23 (34.0%) were interested. About Cafeteria, 57 (38.0%) were were Asian with 15.3%. 9 Americans with 6.0%, African 4, 19 Average, followed by 45 (30.0%) interested. Disable People European, and lastly, Middle East represent 27%. For Facilities got the average response 64 (42.7%), followed by 40 educational qualifications, 80 (53.3%) bachelor degree, 37 (26.7%) answered Interesting with the disable people facilities (24.7%) secondary, 21 (14.0%) master, 7 (4.7%) with PhD, at the museum. About Security, 58 (38.7%) were Average, and primary education represent 5 (3.3%). How respondents followed by 55 (36.7%) answered Interesting with the security visit the museums? 27 (18.0%) came Alone, 30 (20.0%) came at the museum. Cleanliness got 53 (35.3%) Interesting, with family or relatives, 56 (37.3%) came with friends, 11 followed by 49 (32.7%) Excellent with the cleanliness` at the (7.3%) for both who came with spouse and partner and school museum. Finally, about User Friendly, 57 (38.0%) were trip, about 10 (6.7%) came with guided tours. 112 (74.7%) Interesting, followed by 49 (32.7%) answered Excellent with experience visiting cultural and Heritage Museum Before. 88 the user friendly at the museum. (58.7%) answered that it was their first time visiting this museum. 41 (27.3%) answered no. some of the respondents 4.3 Service Quality have been 10 times to this museum and some has been visited 5 years ago, always visit, every year, twice and last but Table3: Tangibility not list 3rd times and rarely is about 2 or 1.3%, and some of the respondent has been visited twice with 3 or 2.0%. Respondents were asked about I’m aware of this museum through which media, 53 (35.3%) used electronic media, 36 (24.0%) Printed Media

4.2 About the Museum

Table2: About This Museum (Part B)

Table 3 refers to the service quality dimension - Tangibility. There are four questions under tangibility. Up-To -Date Equipment and Instrument Facilities of Museum. 41 (27.3%) respondents were Neutral, 65 respondents Agree, and 34 (22.7%) respondents choose Strongly Agree. The Service Area Is Clean. Respondents were Neutral with 32 (21.3%), followed by 66 (44.0%) Agree, and 42 (28.0%) choose Strongly Agree. Visual Appealing Facilities got 40 (26.7%) neutral respondents, followed by 61 (40.7%) respondents were agree, and 41 (27.3%) respondents were strongly agree. For systematic Arrangement in Each Section 32 (21.3%) respondents were neutral, followed by 72 (48.0%) agree and 40 (26.7%) respondents were strongly agree.

4.4 Reliability

Table4: Reliability

Table2 shows the information about the museum exhibition display. Out of the responses, 69 (46.0%) was interesting, 46 (30.7%) were average. Question about Labels/Texts Panel, 57 (38.0%) were average, followed by 55 (36.7%) were interesting with labels or text panel at the museum. About Lighting, 57 (38.0%) were interesting, followed by 51 (34.0%) answered average with the lighting at the museum. For collections/artefacts, 56 (37.3%) was interesting, followed by 49 (32.7%) were average with the collections/artefacts at the museum. About Multimedia, 59 (39.3%) were average, Table 4 refers to the reliability, for the minimum waiting time, followed by 50 or (33.3%) were interesting with the multimedia 48 (32.0%) respondents were neutral, 52 (34.7%) respondents display at the museum. Car park availability was another were agree, and 39 respondents choose strongly agree. About 3744 IJSTR©2020 www.ijstr.org INTERNATIONAL JOURNAL OF SCIENTIFIC & TECHNOLOGY RESEARCH VOLUME 9, ISSUE 04, APRIL 2020 ISSN 2277-8616

Availability of Holding, 55 (36.7%) respondents were neutral, knowledge to answer Visitor questions got 60 (40.0%) agree 52 (34.7%) were agree and the percentage is 34.7%, and 33 respondents, and 37 (24.7%) strongly agree. Finally, the staff (22.0%) strongly agree. The Availability of Statics Displays, 42 greets me warmly with a smile, 38 (25.3%) was neutral, 59 (28.0%) were Neutral. 64 (42.7%) Agree, and, 32 (21.3%) (39.3%) agree and 49 (32.7%) choose to be strongly agree. choose to be strongly agree. Maze Like (Zigzags) To Break Monotony, the Neutral response was 42 (28.0%), followed by 4.7 Empathy 59 (39.3%) agree and, 39 (26.0%) strongly agree. Table7: Empathy 4.5 Responsiveness

Table4: Responsiveness

Table7 talks about empathy dimension. Museum staff give individual attention to the visitor 57 (38.0%) respondents was agree and 34 (22.7%) respondents choose strongly agree. The museum has operating hours convenient to the visitor, about 49 (32.7%) was Neutral, 56 (37.3%) was Agree and 38 (25.3%) strongly agree. Lastly, museum staff deal with the visitor in caring way, 53 (35.3%) was Agree and 38 (25.3%) was strongly agree.

Table5 refers to the responsiveness dimension. It shows 4.8 Visitor Satisfaction keeping Visitor informed about when service will be performed got 42 (28.0%) neutral respondents, followed by 63 (42.0%) Table8: Visitor Satisfaction agree and, 29 (19.3%) strongly agree. Prompt Service to Visitor got 48 (32.0%) neutral respondents, 63 (42.0%) agree and 30 (20.0%) strongly agree. About willingness to help Visitor, 36 (24.0%) respondents was neutral, 72 agree with the percentage of (48.0%). 34 (22.7%) strongly agree. Staff are handling visitor by entertainment while the Visitor queuing, Out of the total respondent, 45 (30.0%) respondents were neutral, 55 (36.7%) respondents agree and, 37 (24.7%) strongly agree. Providing service as promised also got respondents’ attention, so, 41 (27.3%) was neutral, 58 (38.7%) was agree and, 40 (26.7%) strongly agree.

4.6 Assurance

Assurance Table6: From these results, it is clearly showing the highest mean point Visitor satisfaction is 3.97%, which shows that I am satisfied with the staff’s appearance, 3.96% shows that I am satisfied with the environment of the place. The same result for the mean of 3.81% for I am satisfied with physical facilities, I am satisfied with the artefacts or materials associated with the information (caption or statement) on visually appealing at an excellent condition and for I am satisfied with museum on modern looking equipment and materials. Similarly, as before, there is also the same result for a mean of 3.77% for I am

Assurance dimension questions also got interesting and satisfied with the information and interactive floor plan of the excellent responses. Visitor feels safe during their visit got 33 museum, I am satisfied with the attractiveness of the design of (22.0%) respondents was neutral, 58 (38.7%) agree, and 54 the souvenir shop and for I am satisfied with the staffs who (36.0%) strongly agree. Staffs are polite with 62 (41.3%) give me personal service (giving information or direction). agree, and 50 (33.3%) strongly agree. Staff who have the 3.64% shows that I am planning to come and re-visit this museum again. 3.48% shows that I am satisfied with the food 3745 IJSTR©2020 www.ijstr.org INTERNATIONAL JOURNAL OF SCIENTIFIC & TECHNOLOGY RESEARCH VOLUME 9, ISSUE 04, APRIL 2020 ISSN 2277-8616 at the cafeteria. Thus, 3.45% shows that please rate your overall experience at this museum may be the smallest 6 REFERENCES number in the mean column, but it is still very close to the [1]. Achrol, R. 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