Abstract
PurposeThis paper suggests mobile ethnography as a method for data collection, where Generation Y customers are integrated as active investigators. The paper aims to contribute to the debate on museums as experience‐centred places, to understanding how the experience is perceived by Generation Y, to identifying the customer journey, to providing an insight into service experience consumption and to deriving managerial implication for the museum industry of how to approach Generation Y.Design/methodology/approachMobile ethnography is applied to the National Museum of Australia in Canberra with a sample of Generation Y visitors as the future visitor market.FindingsThe paper finds that there is a need to involve museum management in measuring museum experiences, especially with regard to the definition and improvement of the service‐delivery processes. Service experience must be appropriately managed by museum operators by collecting, evaluating, storing and reusing relevant data on customer experience. Mobile ethnography and tools such as MyServiceFellow offer an important potential source of sustainable competitive advantage by improving customer experience, particularly for Gen Y.Research limitations/implicationsThe most significant limitation is the exploratory nature of the single case study derived from a small sample within only one museum.Originality/valueThis is one of the few studies to have addressed mobile ethnography in a service context and examined the museum experience of Generation Y. The paper finds that there is a need to involve museum management in service design to improve the service‐delivery process, especially with regard to the different mindsets of the Millennials.
Highlights
Museums are experience-centred places that offer both emotional and cognitive stimuli and are places of service experience consumption
This is of particular importance in the context of museum management, as those mostly publicly funded organisations have rather been ‘‘object’’ oriented, and ‘‘it is evident that enhanced application of service theory and strategy would greatly benefit design and delivery in the museum experience’’ (Alcaraz et al, 2009, p. 224)
This paper suggests mobile ethnography as a methodological basis for analysing the museum experiences of Generation Y visitors and applies MyServiceFellow as a mobile app
Summary
Museums are experience-centred places that offer both emotional and cognitive stimuli and are places of service experience consumption. The experience, and service orientation, is an organisational predisposition that encourages a distinctive approach of all aspects of the consumer market Parallel with this emphasis, the design of services has become an increasingly important issue in services management; there is only little research in this area (Teixeira et al, 2012). Growing demand in the service experience sector exacerbates the importance of developing knowledge that assists in analyzing and designing service experiences This is of particular importance in the context of museum management, as those mostly publicly funded organisations have rather been ‘‘object’’ oriented, and ‘‘it is evident that enhanced application of service theory and strategy would greatly benefit design and delivery in the museum experience’’ B To what extent does mobile ethnography facilitate the measurement of service experiences in museums by Generation Y visitors?
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