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Journals / Bogazici Journal: Review of Social, Economic and Administrative Studies / 2012 / Cilt: 26 - Sayı: 1

Müze Ziyaretçi Deneyimlerinin ve Deneyim Sonrası Boyutların YEM Kullanılarak İncelenmesi

Analyzing Museum Visitor Experiences and Post Experience Dimensions Using SEM

TAŞKIN DİRSEHAN
Pages
103–125
DOI
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AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

Based on the research findings, a structural equation model is developed to reveal the relationships between customer experiences and post experience dimensions (learning in museum, visitor satisfaction, visit intensification, word-of-mouth communication and revisit intention).

📌 3 Key Takeaways

🎯
Objective & Hypothesis:In marketing strategies, the consumer-focus approach reveals customer experience management as a differentiating tool for competitive advantage in an increasingly competitive environment.
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Key Findings & Data:In recent years, museums compete with other leisure and educational institutions such as other museums, theatres, cinemas and amusement parks.
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Conclusion & Impact:Based on the research findings, a structural equation model is developed to reveal the relationships between customer experiences and post experience dimensions (learning in museum, visitor satisfaction, visit intensification, word-of-mouth communication and revisit intention).
🔬Design:Modeling & Simulation
📍Scope:Comprehensive Sample
⚙️Variables:Domain Parameters

Abstract

In marketing strategies, the consumer-focus approach reveals customer experience management as a differentiating tool for competitive advantage in an increasingly competitive environment. In recent years, museums compete with other leisure and educational institutions such as other museums, theatres, cinemas and amusement parks. Thus, customer experience management provides a competitive advantage for museums. This study aims to reveal the effects of customer experiences from the museum perspective. For this purpose, an exploratory research and a descriptive research are conducted in Istanbul. Based on the research findings, a structural equation model is developed to reveal the relationships between customer experiences and post experience dimensions (learning in museum, visitor satisfaction, visit intensification, word-of-mouth communication and revisit intention).

Özet

Pazarlama stratejilerinde tüketici odaklı yaklaşım, tüketici deneyimi yönetimini artan rekabet ortamında farklılaştırıcı bir araç olarak ortaya çıkarmaktadır. Son yıllarda, mü- zeler; diğer müzeler, tiyatrolar, sinemalar ve eğlence parkları gibi diğer eğitici ve boş vakitleri değerlendirmeye yönelik kurumlarla rekabet etmektedir. Dolayısıyla, tüketici deneyimi yönetimi müzeler için rekabet avantajı sağlamaktadır. Bu çalışma, müze perspektifinden tüketici deneyimlerinin etkilerini ortaya çıkarmayı amaçlamaktadır. Bu amaçla, İstanbul’da bir keşfedici araştırma ve bir tanımlayıcı araştırma yürütülmüştür. Araştırma sonuçlarını temel alarak, tüketici deneyimleri ve deneyim sonrası boyutlar (müzede öğrenme, ziyaretçi memnuniyeti, ziyareti kuv- vetlendirme, kulaktan kulağa iletişim ve tekrar ziyaret niyeti) arasındaki ilişkileri ortaya çıkarmak için bir yapısal eşitlik modeli geliştirilmiştir.

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Cite This Article

DİRSEHAN, T. (2012). Müze Ziyaretçi Deneyimlerinin ve Deneyim Sonrası Boyutların YEM Kullanılarak İncelenmesi. Bogazici Journal: Review of Social, Economic and Administrative Studies, Cilt: 26 - Sayı: 1, 103–125. https://ajindex.com/articles/144331

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