Creating sustainable practice in a museum context: adopting service-centricity in non-profit museums

Article

Alcaraz, Celeste, Hume, Margee and Sullivan Mort, Gillian. 2009. "Creating sustainable practice in a museum context: adopting service-centricity in non-profit museums." Australasian Marketing Journal. 17 (4), pp. 219-229. https://doi.org/10.1016/j.ausmj.2009.06.003
Article Title

Creating sustainable practice in a museum context: adopting service-centricity in non-profit museums

ERA Journal ID19788
Article CategoryArticle
AuthorsAlcaraz, Celeste (Author), Hume, Margee (Author) and Sullivan Mort, Gillian (Author)
Journal TitleAustralasian Marketing Journal
Journal Citation17 (4), pp. 219-229
Number of Pages11
Year2009
PublisherSAGE Publications Ltd
Place of PublicationOxford, United Kingdom
ISSN1441-3582
1839-3349
Digital Object Identifier (DOI)https://doi.org/10.1016/j.ausmj.2009.06.003
Web Address (URL)http://au.vlex.com/source/australasian-marketing-journal-3455
Abstract

The main purpose of this study is the identification of issues from a consumer perspective that can assist in the creation of sustainable museums. This work specifically focuses on customer research including the service encounter experience. It has been suggested museum sustainability is questionable in the long term, with a need for fundamental change in the mental modes and attitudes assumed in the management of the sector, in particular the need for more effective and appropriate marketing strategies. Adopting a qualitative research approach, twenty consultant customers kept a service encounter diary and were subsequently interviewed in-depth. These scripts were analyzed thematically until theoretical saturation was achieved. Findings indicate many issues focusing on the creation of reflective spaces, self-paced consumption, solitude versus social exchange, the need for supplementary service to be more effectively developed, improvement in non custodial servicescapes and the relationships of satisfaction to process and amenities. Implications for management and research have been highlighted.

Keywordsnon-profit museums; sustainability; cumulative customers reflective spaces; self paced consumption; satisfaction
ANZSRC Field of Research 2020430299. Heritage, archive and museum studies not elsewhere classified
350605. Marketing management (incl. strategy and customer relations)
350715. Quality management
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Byline AffiliationsGriffith University
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