The main purpose of this study was to empirically investigate the service quality in the
Croatian museum sector. Specifically, the study intended to answer the following
research questions:
1. What is the level of customer expectations regarding museum service quality?
2. What is the level of customer perceptions regarding museum service quality?
3. What are the differences between perceived and expected service quality in
museums?
4. What are the key dimensions of service quality expectations in museums?
5. What are the key dimensions of service quality perceptions in museums?
Based on the defined research questions, the study aimed to (a) assess museum visitors’
expectations and perceptions, (b) determine potential differences between perceived
and expected scores of museum service quality, (c) identify the main dimensions of
perceived and expected service quality in museums,
In addition, the present study aimed to test the following research hypotheses:
H1: The level of expected museum service quality is high.
H2: The level of perceived museum service quality is high.
H3: There is no statistically significant difference between expected and perceived
service quality in museums.