Creating sustainable practice in a museum context: adopting service-centricity in non-profit museums

Alcaraz, Celeste and Hume, Margee and Sullivan Mort, Gillian (2009) Creating sustainable practice in a museum context: adopting service-centricity in non-profit museums. Australasian Marketing Journal, 17 (4). pp. 219-229. ISSN 1441-3582


The main purpose of this study is the identification of issues from a consumer perspective that can assist in the creation of sustainable museums. This work specifically focuses on customer research including the service encounter experience. It has been suggested museum sustainability is questionable in the long term, with a need for fundamental change in the mental modes and attitudes assumed in the management of the sector, in particular the need for more effective and appropriate marketing strategies. Adopting a qualitative research approach, twenty consultant customers kept a service encounter diary and were subsequently interviewed in-depth. These scripts were analyzed thematically until theoretical saturation was achieved. Findings indicate many issues focusing on the creation of reflective spaces, self-paced consumption, solitude versus social exchange, the need for supplementary service to be more effectively developed, improvement in non custodial servicescapes and the relationships of satisfaction to process and amenities. Implications for management and research have been highlighted.

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Item Type: Article (Commonwealth Reporting Category C)
Refereed: Yes
Item Status: Live Archive
Additional Information: Permanent restricted access to Published version, due to publisher's copyright restrictions.
Faculty/School / Institute/Centre: Historic - Faculty of Business - School of Management and Marketing
Date Deposited: 05 Dec 2010 11:24
Last Modified: 27 Apr 2017 06:21
Uncontrolled Keywords: non-profit museums; sustainability; cumulative customers reflective spaces; self paced consumption; satisfaction
Fields of Research : 21 History and Archaeology > 2102 Curatorial and Related Studies > 210204 Museum Studies
15 Commerce, Management, Tourism and Services > 1505 Marketing > 150503 Marketing Management (incl. Strategy and Customer Relations)
15 Commerce, Management, Tourism and Services > 1503 Business and Management > 150313 Quality Management
Socio-Economic Objective: E Expanding Knowledge > 97 Expanding Knowledge > 970115 Expanding Knowledge in Commerce, Management, Tourism and Services
Identification Number or DOI: 10.1016/j.ausmj.2009.06.003

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