Moderating effect of membership status on the quality-value-loyalty chain at museums

• Chi-Ming Hsieh

  National Chung Hsing University

• Tang-Ping Chen

  Ling Tung University

• Chi-Jen Hsieh

  National Defense University , National Defense University , National Defense University , National Defense University , National Defense University

• Bi-Kun Tsai

  National Chung Hsing University

Delivering a high-quality, valued, and recommendable experience to customers is crucial for the tourism industry. Our purpose in this research was to investigate the determinants of museum visitor retention and the moderating effect of membership status on the quality-value-loyalty chain at the National Palace Museum in Taiwan. Participants were 729 museum visitors who had made more than 2 visits in 1 year. Results identified significant interrelationships among visitors’ intrinsic and extrinsic motivations, perceptions of service quality, and perception of value, which determined their loyalty. We are the first researchers to explore the effect of membership status at a museum as a moderator influencing the quality-value-loyalty chain. Our findings can act as a guide for museum managers and promoters as to which service offerings will meet the needs of both member and nonmember visitors, and will encourage their loyalty.

1. Chi-Ming Hsieh, National Chung Hsing University
   International Bachelor Program of Agribusiness
2. Tang-Ping Chen, Ling Tung University
   Department of Marketing and Logistics Management
3. Chi-Jen Hsieh, National Defense University, National Defense University, National Defense University, National Defense University, National Defense University

   Department of Journalism, Fu Hsing Kang College

4. Bi-Kun Tsai, National Chung Hsing University
   Graduate Institute of Bio-Industry Management

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