Audience's View on Service Quality of Museum Apps Wen-fu Chen Dr. Joy Chih-ning Hsin ICOM MPR 2015
NMC (The New Media Consortium) Horizon Report-2015 Museum Edition http://www.nmc.org/news/its-here-the-nmc-horizon-report-2015-museum-edition 2
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Museum Apps Museum Apps 4
Perspective Audience (User) Demand Museum Apps Supply Museum 5
Assumption Users Before Service Quality Museum Apps Museum Users After 6
Assumption Expected Users Before Service Quality Museum Apps Museum Users After Perceived 7
Methodology NTSEC a case study Theoreticals PZB's(1988)SERVQUAL & PZM's(2005)e-SERVQUAL as foundations Koole's(2009) mobile learning as a frame Kano and refined Kano model as analysis tools Surveys in two phases Expectations: 18 questions in 4 categories +A mind map=332 Perceptions: 20 questions in 4 categories=207 8
Service Quality 9 (Parasuraman, Zeithaml & Berry, 1988)
E-Service Quality E-S-QUAL Efficiency Fulfillment System availability Privacy E-RecS- QUAL Responsiveness Compensation Contact 10 (Parasuraman, Zeithaml & Malhotra, 2005)
FRAME Framework for the Rational Analysis of Mobile Education 11 (Koole, 2009)
Kano s Model Attractive Quality One-dimensional Quality Must-be Quality Indifferent Quality Reverse Quality 12 (Noriaki Kano, 1984)
Kano s Model Attractive Quality One-dimensional Quality Must-be Quality Indifferent Quality Reverse Quality Delight attributes Performance attributes Basic attributes 13 (Noriaki Kano, 1984)
NTSEC s App Home page 14
ibeacon to positioning 15
Guide tours 16
Tour options by time 17
Self-route 18
Exhibit texts 19
Panorama 20
Latest posts 21
Reminder to push 22
Dictionary 23
History & my collection 24
Results: Quality attributes Maps information, routes, navigation, panorama, etc. Exhibits texts, demo, videos, etc. Personal reminder, favorites, history, social media, etc. Interactives highlights, AR / VR, learning, push, etc. 25
Results: Service quality levels Augmented service Actual service Core service 26
Maps Exhibits Before Personal Interactives Service Quality Museum Apps Museum Augmented Actual After Core 27
Core Limits of standards Bottom line Non satisfactions User Demand Museum Apps Supply Museum Apps Adjusted Actual Promote high addvalued Increase potential Highly refer to satisfactions Augmented Classify different mobile users in services 28
NTSEC Levels by users views Core Actual Augmented Information Navigation to exhibits Texts Demos AR My favorites Visiting history Afterwards reviews Navigation to facilities Highlights recommended Tour options by time 29
NTSEC Levels by users download the apps Core Information Self-routed Actual Augmented Navigation to facilities Navigation to exhibits Texts Demos AR My favorites Visiting history Afterwards reviews Highlights recommended Promotion push Record of my favorites 30
NTSEC Levels by users paid apps Core Actual Augmented Information Texts Dictionary Navigation to exhibits Texts Demos AR My favorites Visiting history Afterwards reviews Navigation to facilities Demos Highlights recommended Tour options by time 31
NTSEC Levels by frequent users Core Actual Augmented Information Indoor panorama Dictionary Time set tours Texts Demos My favorites Visiting history Afterwards reviews Self-routed Navigation to exhibits Navigation to facilities Highlights recommended AR interactions 32
Conclusions Accurate Real time More details Highlights by multi-media Maps Exhibits Personal Interactives Accounts and benefits Customized services Avoiding similar patterns Carrying capacity 33
Conclusions Service quality evaluated by users views Differentiates by levels of users Adjust attributes by on-site reality Understand the importance of users needs Technology benefiting users needs Apps + personnel + environmental service quality Consistently updating 34
Thank you. 35
Thank you, again. 36