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Determining Visitors' Satisfaction by Using SERVQUAL Dimensions in Museums: Cases from Kuala Lumpur, Malaysia

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Determining Visitors' Satisfaction by Using SERVQUAL Dimensions in Museums: Cases from Kuala Lumpur, Malaysia 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 Kuala Lumpur, Malaysia 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 Selangor, 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 Perak. Perak Museum, 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 Sarawak State Museum, Kuching 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
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