Exploring servicescape experiences across museum types

What is it about?

Previous research has been unable to provide a comprehensive method for measuring environment-based experience and its outcomes although it is an essential determinant of the museum experience. Therefore, this paper presents a measurement method for exploring how visitors’ servicescape experiences affect their positive word-of-mouth intention (PWOM).

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Photo by Amy-Leigh Barnard on Unsplash

Photo by Amy-Leigh Barnard on Unsplash

Why is it important?

This paper contributes to the servicescape, customer experience and museum literature in several ways. Firstly, this study proposes a measurement method for servicescape experiences. Secondly, this study introduces servicescape experiences as new types of customer experience. Thirdly, this study provides insightful implications for the museum literature and professionals by highlighting how servicescape experiences affect PWOM across different types of museums.