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1. Critique the WtA gap analysis.? Could there be other explanations for the gaps?

Answer:?A walk-through-audit "can be a useful management tool for the systematic evaluation of a customer?s view of the service being provided."? Such an audit was conducted by a group of MBA students from the Helsinki School of Economics and Business Administration for the Helsinki Museum of Art and Design.? This audit identified several areas of diverging service perceptions by museum staff and customers.?

One of the most important gaps identified by the audit dealt with customers' likelihood of visiting the museum again and customers? expectations of recommending the museum to friends.? Both measures represent overall visitor satisfaction with museum services.? The average rating of their own expectations for a repeat visit as 2.8 out of 5 and of the likelihood that they would recommend the museum to others as 2.2.? Management and staff who responded to the same statements as if they were customers, however, rated the likelihood of a repeat visit 3.4 and 3.8 ratings, respectively, and they gave the notion of recommending the museum to other ratings of 3.2 and 2.8.? The walk-through-audit analyzed various services offered by the museum individually, identifying possible causes for the overall service perception gaps.?

The Helsinki Museum specializes in design and industrial art focused primarily on Finnish design.? It hosts three to four major exhibitions per year with a number of smaller exhibits and a private collection.? Museum facilities include a private cafe and gift shop, as well as exhibition areas.? The museum does not maintain its own Web site at this time.?

The walk-through-audit surveyed museum customers, employees, and managers.? Six elements of museum services were analyzed for service gaps.? These included awareness of exhibits, information, exhibit experience, visitor habits, facilities, and language (i.e., of posted information).? Museum staff and visitors had similar perceptions concerning the appropriate level of interactivity of the exhibition experience, as well as the language in which museum information should be provided, primarily in Finnish and Swedish.? However, customers indicated that lighting, background noise, and music were more important elements of the service than the staff perceived, thereby indicating that staff should be more aware of these items.

The audit uncovered a positive gap concerning the museum's facilities.? Visitors had much higher perceptions of the facilities than did the museum staff.? In a series of eight questions concerning restrooms, the gift shop, and the restaurant, customers gave an average rating of 2.7, while managers and staff gave these same questions ratings of 0.8 and 1.6, respectively.? The audit?concludes that this gap may be the result of the museum staff anticipating higher visitor expectations of services than visitors themselves have.? However, we certainly believe that the museum staff should still focus on improving customer satisfaction with these services.? Customers still gave these services relatively low scores, less than a ?not sure.?? Additionally, this is an area of services that can be managed most easily by the staff.? The questions focused on the cleanliness of restrooms, the quality of food, the price of both food and gift items, and the signs locating these facilities.? Therefore, even though customer expectations perhaps exceed those of the staff, improving these services could be an easy and relatively inexpensive means for improving customers? overall experiences.? Perhaps management should spend some time comparing its own facilities to those of comparably sized museums, ascertaining menu item ideas, gift pricing, and identifying facilities with signs to ascertain customer expectations better.? Finally, it would certainly be important to investigate further the gap between management and employee perceptions of these services.? Managers gave significantly lower ratings than employees and if management is that dissatisfied with the level of these services, it certainly should be attempting to bring employee services in line with their own expectations
1. Critique the WtA gap analysis. Could there be other explanations for the gaps?



If we can review the audits and evaluate how the customer views the services offered, we


can have a very powerful...


Paper#9209093 | Written in 27-Jul-2016

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