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Innovation, technology and services: marketing, art and culture

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hdl:2099.1/25034

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Charques Trallero, Carolina
Tutor / directorPinho Lucas de Freitas, Carlos Manuel
CovenanteeUniversidade de Lisboa
Document typeBachelor thesis
Date2013
Rights accessRestricted access - author's decision
All rights reserved. This work is protected by the corresponding intellectual and industrial property rights. Without prejudice to any existing legal exemptions, reproduction, distribution, public communication or transformation of this work are prohibited without permission of the copyright holder
Abstract
One of the objectives of marketing research is studying the customer’s behavior in order to perceive their degree of satisfaction. When delivering a service it is important to know customers’ attitudes, interests and preferences in order to improve it and guarantee a future satisfaction for new audiences. This study is focused on factors influencing the behavior of museums visitors, more specifically their attitude towards technology. As nowadays technology has occupied an important part in people’s life, it is understandable that cultural institutions such as museums want to know customers’ preferences and opinions about technology. The services marketing perspective was studied and informed the preparation of the interviews in two relevant museums in Lisbon as well as the elaboration of two questionnaires, one for museums and one intended for visitors (customers). The empirical results do not show a clear relation between the youthful sample current behavior and other factors such as their attitude towards Apps, Social Networks or Interactive Technologies. However, the study shows that the visitors’ opinions and preferences related to technology are very similar to the ones from museums, which may increase the future attractiveness of museums from this market segment, important for those cultural institutions.
SubjectsMarket surveys, Consumer satisfaction, Museum attendance, Technology -- Social aspects, Consumers – Attitudes, Mercat -- Anàlisi, Consumidors -- Actituds Consumers – Attitudes Satisfacció del consumidor, Museus—Visites, Tecnologia -- Aspectes socials, Satisfacció del consumidor
URIhttp://hdl.handle.net/2099.1/25034
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