Innovation, technology and services: marketing, art and culture

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.