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Aim:
The aim of this assessment is to deepen student understanding of how servicescapes influence customer experiences in the highly complex and interdisciplinary nature of a museum setting.
Task Description:
To complete this assessment, students are required to first complete the field to the QUEENSLAND ART GALLERY (QAG) and GALLERY OF MODERN ART (GoMA). Based on your experience and reflective observations as a customer at the QAG and GoMA, complete the following tasks:
1. From your observations of visitors, identify TWO market segments visiting QAG and GoMA and then provide a detailed explanation of their motive, and value they seek to fulfil at QAG and GoMA;
2. Interpret the servicescape differences between QAG and GoMA;
3. Discuss the role servicescapes has on determining customers affective and behavioural responses at the museums;
4. Define service quality, and identify service quality issues impacting either QAG or GoMA;
5. Develop a service guarantee strategy for either QAG or GoMA to assure errorfree service delivery.All the above sections must be linked to relevant theories and/or models and academic literature.
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