Handbook of Research on Management of Cultural Products by Aiello Lucia

Author:Aiello, Lucia...
Language: eng
Format: epub
Published: 2014-04-23T02:36:58.928000+00:00

2. Visitors think that the virtual tour might ruin the excitement of the real visit.

Respondents are adverse to the presence of this requirement, hence the museum should not include it (also because its cost is very high).

M>O>A>I Rule

The M>O>A>I rule can be conceived as a useful guideline for efficiently directing investments in order to design the features of a museum smart app.

By analyzing the results of the evaluation by frequency and applying the hierarchical rule of M>O>A>I, some practical indications emerge. If managers wish to design a museum app according to visitors’ needs, they will first of all ensure the presence of the must-be requirements: details on how to get to the museum; contacts; museum artworks photo-gallery; museum map; multilingual option; friendly and efficient user interface.

Once that must-be requirements have been fulfilled, museum managers should then invest their financial resources to fulfill the one-dimensional requirements previously indicated: time of opening and closing; tickets booking and/or purchasing; timetable of planned exhibitions, events and tours; audio-guides with detailed information about each artwork; available off-line; free download. The presence of these features, together with the must-be requirements, is a necessary condition to ensure the sufficient level of customer satisfaction.

If additional resources are available, the museum offer could be enriched by the several attractive requirements we identified: description of the museum structure; additional services information (café, restaurant, museum shop); suggestions for guided tours; accessibility with any device (Mac, Android, Windows, etc).

Museum managers should avoid investing resources in the indifferent requirements—namely real-time news on new products; explanatory files of the artworks; virtual tour bookmarks — and must definitely avoid to waste resources to implement the reverse requirement: the 3D virtual tour.

Customer Satisfaction and Dissatisfaction Indexes

To summarize and verify the findings of the application of the Kano Model, we calculated the customer satisfaction index and the customer dissatisfaction index for each requirement, in order to confirm whether or not they coincide with the results obtained through the Kano Model (Table 3).

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