||Taiwan public museums and print medias hold many “blockbusters” one after another since 1990. This trend started from US then spread to all over the world. The considerable amount of visitors not only solved the financial problem, but also built the field for print media chasing the cultural capital and developing new business model. We can generalize this trend to three concepts, first, Issues of the Administrative Corporation of National Museum, second, the trend of museum marketing, third, new museology. Those concepts break the ossified museum organization system and the icy impression. However, a stream of people and money will bring some doubts, such like exhibition quality goes down, over commercialize, and unprofessional. Most of exhibition assessments about museum are overall assessments which include a wide range. But it's not applicable to blockbuster that happens only once, tours around, and needs inter-organizational cooperation.|
This study is a case study of “Da Vinci Travelling Exhibition” which is held by United Daily News Group, National Chiang Kai-shek Memorial Hall, and National Science and Technology Museum. The research design in this study is based on “Conceptual Model of Service Quality” and “Extended Model of Service Quality” which was brought out by Parasuraman, Zeithmal, & Berry. This study counts out the coefficients which existed in the service quality gap theory, then, establish regression. With the regression, we can judge which service gap character will effect customer’s satisfaction of service quality. So that we can point out the way how to improve blockbuster's service quality and build an exhibition assessment driving from customer. This study also investigated the relation among demographic variables and customer’s satisfaction of exhibition service quality.
Three findings are revealed. First, demographic variables have significant effect on customer’s attitude toward blockbuster service quality. Second, except for gap character 1(managerial perception), gap character 2(managerial standard)、gap character 3(service performance) and gap character 4(external communication) has a function relationship to the gap 5 was confirmed. Third, Use service gap theory to establish an exhibition service quality assessment is possible.