Exploring The Determinants of Postgraduate Students' Satisfaction and Loyalty Toward Art Museums in Chengdu, China
DOI:
https://doi.org/10.14456/shserj.2025.19Keywords:
Student expectation, Student Satisfaction, Perceived value, Perceived quality, Art MuseumAbstract
Purpose: This study the determinants of university students' satisfaction and loyalty toward art museums in Chengdu, China. These factors include student expectation, perceived value, perceived quality, student satisfaction, trust, image, and loyalty. Research design, data, and Methodology: The target population is postgraduate students (n=450) who have visited the art museums of their respective schools within seven chosen universities in Chengdu, China. Employing a quantitative approach, a questionnaire was distributed for data collection. To assure the content validity of the research instrument, three experts were enlisted to evaluate all questionnaire items, employing the index of item-objective congruence. A pilot test involving 50 participants was conducted to assess the reliability of the questionnaire using the Cronbach's Alpha test. Subsequent data analysis utilized confirmatory factor analysis and structural equation modeling techniques. Results: The results show that student expectation, perceived value, and percived quality significantly impact student satisfaction. Perceived quality has a significant impact on perceived value. Furthermore, student satisfaction significantly impacts image. Student satisfaction and image have a significant impact on loyalty. However, trust has no significant impact on image. Conclusions: Art museums in Chengdu can enhance the satisfaction and loyalty of postgraduate students, ensuring a positive and enriching experience that encourages continued engagement with the museums and their offerings.
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