Factors Influencing Undergraduate Students' Satisfaction and Loyalty to Art Museums in Chengdu, China
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Abstract
Purpose: This study aims to investigate factors impacting university students’ satisfaction and loyalty towards art museums in Chengdu, China, including student expectation, perceived value, perceived quality, student satisfaction, trust, image, and loyalty. Research design, data, and Methodology: The researchers identified the target population as undergraduate (n=450) who have visited their school’s art museum in selected seven universities in Chengdu, China. A quantitative methodology was employed alongside a questionnaire-based research design. To ensure the content validity, three experts were engaged to assess all questionnaire items using the index of item-objective congruence. Preliminary testing involved the distribution of the questionnaire to 50 participants to assess the reliability through the Cronbach's Alpha test variable. Data analysis was executed utilizing confirmatory factor analysis and structural equation modeling techniques. Results: The results show that student expectation and perceived value significantly impact student satisfaction. Perceived quality has a significant impact on perceived value. Furthermore, trust and student satisfaction significantly impact image. Student satisfaction and image have a significant impact on loyalty. However, perceived quality has no significant impact on student satisfaction. Conclusions: Enhancing university students' museum experiences requires a holistic approach that prioritizes student-centric program development, effective communication, exhibit quality, trust-building initiatives, and collaborations with educational institutions.
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