The analysis of differences between expectation and perception scores for each item
indicates a majority of negative gaps. The overall gap is also negative (-0.30), implying
that for most of the museum service attributes the visitors’ expectations are higher than
their perceptions of the delivered service.
However, it should be noted that there are five positive gaps between perceptions and
expectations of museum service quality. These gaps are identified in the following
items: V-1 (“helpful and courteous staff”), V-2 (“willingness to spend time with
visitors”), V-3 (“tolerable level of crowding”), V-12 (“interesting visit due to new
technologies”), and V-14 (“audio guides provided”). These museum service attributes
were assessed above the visitors’ expectations.