The instrument for collecting primary data in this study was an on-site and selfadministered
questionnaire. The questionnaire consisted of three parts, designed to
measure the expected and perceived service quality, as well as demographic
information about the respondents.
The foundation for measuring expected and perceived service quality in museum was
the HISTOQUAL model (Frochot and Hughes 2000). Based on the literature review
the model was modified to meet the specific features of museum service. The item
structure included 24 items, selected from studies conducted by Frochot and Hughes
(2000) (eleven items), Hui-Ying and Chao-Chien (2008) (ten items), and Martin-Ruiz
et al. (2010) (two items). One item was added by the authors (see Appendix 1). The
expected and perceived service quality was assessed with a 5-point Likert-type scale,
ranging from “strongly disagree” (1) to “strongly agree” (5).