Assessment of Service Quality in Tanzanian Museums and Its Effect on Visitor Satisfaction: A case of Iringa Region Tanzania

Pwelle, Eva Kabungo (2014) Assessment of Service Quality in Tanzanian Museums and Its Effect on Visitor Satisfaction: A case of Iringa Region Tanzania. Masters thesis, The Open University of Tanzania.

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Abstract

The study examines the determinant factors for the effectiveness of quality service offered towards customer satisfactions in museum centers in Tanzania, taking Mkwawa Memorial Museum Center at Kalenga in Iringa Region as the case study. Four independent variables: responsiveness, professionalism, friendliness and honesty were identified as possible constructs that can influence customer satisfaction and loyalty as dependent variable. Previous studies explored the relationship between some of these constructs and loyalty. But this study examines more constructs. Therefore, the major findings of this research provide insights into the factors determining customer satisfactions in Tanzania. The findings have established that service quality is very important in providing customer satisfaction and loyalty in the traditional industries especially museums in Tanzania. If organization operators strive to improve the service quality for spread of sensitive information to customers, forgiving in case of failure, increasing the reputation (image) of the center, increasing operation of services and advancement in technology can be factors to be used and they will get the benefit of satisfied and loyal customers. Customer service is also found to bring satisfaction and loyalty in the museum market. This is because many of the respondents believe the price they pay now commensurate with service quality.

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