Measuring total customer experience in museums
International Journal of Contemporary Hospitality Management
ISSN: 0959-6119
Article publication date: 1 November 1999
Abstract
Against the changing perceptions of the nature of the customer experience in museums, this article seeks to explore aspects of the total customer experience in museums, initially through two simple case studies, and subsequently by identifying some of the factors that might influence the customer experience. A methodology using walk‐through audits is proposed for monitoring the total customer experience. This methodology has the following stages: building a typical customer profile, designing walk through audit frames, executing audit frames, analysing the data from frames, introducing any recommended changes to the strategic plan, and modifying frames to reflect changes. This methodology offers an important approach to the evaluation of the total customer experience, which encompasses consideration of the way in which the variety of individual service exchanges come together to provide an integrated experience.
Keywords
Citation
Rowley, J. (1999), "Measuring total customer experience in museums", International Journal of Contemporary Hospitality Management, Vol. 11 No. 6, pp. 303-308. https://doi.org/10.1108/09596119910281801
Publisher
:MCB UP Ltd
Copyright © 1999, MCB UP Limited