Service quality in the museum setting is a complex concept that refers to several
aspects of the museum experience. It relates to museum exhibits and their presentation,
as well as to personnel competence and empathy. Gilmore and Rentschler (2002)
revealed that education, accessibility, communication, relevance and frequency of
special exhibitions are important elements for delivering service quality in museums. In
addition, Phaswana-Mafuya and Haydam (2005) suggested that service quality in
museums comprises accessibility, safety, cleanliness, and providing information.