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Museum of Art and design
By M98U0102 卓佳怡
Museum of Art and Design (1/2)
• Used to be a school
• A beautiful three-stroy 19th century
• A small privately owned museum
20th century
• Educate the
public about
design
In the 1950s
• Foused on
Finnish
design
recently
• International
exhibits
• Last spring, brought the DalaiLama for a Tibet
exhibit
Museum of Art and Design (2/2)
• Customers include professional design people
as well as lay people
• 60% from government funding
• 40% from admission tickets sold, the café, the
gift shop and exhibits
• Major competition form the specialist
museums: Design forum, university of design
museum, and the Finnish National Museum
Walk-through audit
• Conducted by a team of students from the
MBA program
• A survey questionnaire used to evaluate a
service from the perspective of the customer’s
experience
• Used to uncover misconceptions the
perceptions of what customers are
experiencing during the service delivery
process
Gap analysis (1/6)
• Awareness of exhibits
Visitors to the museum obtained information
newspapers
Played s
smaller role
magazines
Accurate about
the influence
word-of-mouth
Significantly
more
important
Gap analysis (2/6)
• Information
 First gap:
 There are a different opinion between management
and customers
 the contact personnel do not perceive that visitors
would have any problem
 Second gap:
 Management was more critical in its assessment of
clarity and adequacy of information and explanations
 Visitors might have a preference for human contact
Gap analysis (3/6)
• Experience
Managers underestimated how much the
visitors noticed and appreciated them, such as
music
The visitors and the museum staff were not
sure about experimenting with new
experiences
This factor is explained by lack of familiarity
with these types of interaction
Gap analysis (4/6)
• Visitor habits
38% of the visitors saw all the exhibits, the
remaining visitors came for one of the main
exhibits
The permanent exhibit received the smallest
number of visitors
Conclude that each exhibit attracts different
visitors
Gap analysis (5/6)
• Facilities
Visitors rated food value, gift selection,
signage, and cleanliness of restrooms
favorably
Perhaps the expectations of visitors were not
as museum management and personnel
thought
Gap analysis (6/6)
• Language
Primarily in Finnish and Swedish
Only three were nonnative speakers and,
therefore, the majority did not identify
language as a problem area
More visitors would probably identify the
limitations of information, during the summer
tourist season
Thanks for listening