An Empirical Study of the Effects of Service Quality, Visitor Satisfaction, and Emotions on Behavioral Intentions of Visitors to the Museums of Macau

This study aims to identify the dimensions of service quality and to examine the interrelationships among the service quality dimensions, service quality, satisfaction, emotions, and behavioral intentions as perceived by visitors to the museums of Macau using the structural equation model. The dimensions of service quality are built and a multi-dimensional and hierarchical model is used as a framework to synthesize the effect of service quality on emotions, and then the effects of emotions and service quality on visitor satisfaction, which in turn results in behavioral intentions towards the museum. The findings of this study are based on structural equation modeling analysis of a convenience sample of 433 respondents. The findings reveal that there are four primary dimensions and 12 sub-dimensions of service quality as perceived by visitors to the museums.