Furthermore, the results of the factor analysis indicate that the museum visitors’
expectations can be described with three dimensions, i.e. “tangibles and
communication”, “empathy” and “convenience”, which indicate three main museum
service elements that should be considered when the visitors’ expectations are to be
met. In addition, the dimensions “tangibles”, “accessibility”, “exhibition presentation”,
“empathy” and “communication” reflect five service quality elements that best explain
the visitors’ perceptions related to museum performance.