THE CURRENT CONDITION ABOUT VISITORS’ PERCEPTION OF SERVICE QUALITY TOWARDS MUZIUM NEGARA AS CULTURAL AND HERITAGE ATTRACTION

Abstract

The paper investigates the current condition about the visitors’ perception on service quality towards Muzium Negara as the cultural and heritage attraction. The data were collected from a random sample of 550 adults among the visitors of Muzium Negara via a selfadministered questionnaire. The findings show the most important factor influencing the perception on the service quality was customer service, tangibility, signboard, and responsiveness. Exploratory factor analysis of 41-item in perceived barriers domain revealed seven factors that accounted for 52.5% % of the variance in perceived barriers to healthy eating, namely: customer service, tangibility, quality of information, responsiveness, consumables, empathy, and accessibility. The findings of this study implied the needs for the presentation of the competence of service provided and the enhancement of service quality. It is suggested that museum administrators might conduct an evaluation of customers’ satisfaction on annual or season basis using an online survey on the museum’s website or an on-site survey inside the museum.