Perception of service quality in the regional museum of Guanajuato Alhóndiga de Granaditas

Abstract

The museum is a heritage institution that has acquired a fundamental role as a potential actor in cultural tourism and promoter of social development. This study aims to develop a model of first-order structural equations to measure the perception of the quality of service in the Museo Regional de Guanajuato Alhóndiga de Granaditas, one of the most important historical sites in Mexico. The study survey was applied to 150 visitors after a tour of the Albondiga’s facilities. Using the research instrument Service Performance (Servperf) as a basis, proposed by Cronin and Taylor, a model of structural equations was generated to know how visitors perceive the different components that make the quality of services offered by the museum. The results show that reliability and assurance positively impact empathy, significantly affecting responsiveness. At the same time, tangibles were found to have a low impact on empathy.