ISSN: 2222-6990
Open access
This paper highlights the visitor’s service experience (VSE) framework, with its three main dimensions (service delivery, physical and social servicescape), which acts as the stimulus in the environment setting. This relationship theoretically affects the visitor’s response (VR) and influences the visitor’s approach-avoidance behavioural through the Non-Formal Science Learning (NFSL) as a mediator within the primary emotional stage of the pathways. The conceptual framework illustrated the situation with the potential parameters (stimulus) influencing the NSFL and VR. The conceptual framework with the underlying theories is constructed to understand how learners respond to science centres' services, thus continuing to visit the science centres. The public science centre faces great challenges with visitation rates and affordable charges. These challenges further increase as citizens are constantly demanding high-quality services. The theoretical perspective was discussed to understand the possible angle in handling visitation issues and non-formal science learning, with the focus on enlightening service experience among learners.
Barker, R. G. (1968). Ecological Psychology: Concepts and Methods for Studying the Environment and Human Behavior. (Kansas University, Ed.). California: Stanford University Press.
Boon, N. S. (2014). Science Education?: Challenges and the Way Forward. Ministry of Education Malaysia, 1–61. Retrieved from http://research.utar.edu.my/SoSE2014/1.Challenges and issues in science education.pdf
Bryman, A., & Bell, E. (2015). Business Research Methods (4th ed.). Cambridge, New York: Oxford University Press.
Chang, W. L., & Huang, L. Y. (2014). Measuring Service Experience: A Utility-Based Heuristic Model. Service Business, 10(1), 1–30. https://doi.org/10.1007/s11628-014-0263-9
Clark, M. S., & Isen, A. M. (1982). Toward Understanding the Relationship Between Feeling States and Social Behavior. (A. Hastorf & A. Isen, Eds.), Cognitive Social Psychology. New York: Elselvier North-Holland.
Daniels, A. (2013). Quality in Public Service Delivery. Regional Hub of Civil Service’s E-Journal, 55–64.
Dong, P., & Siu, N. Y. M. (2013). Servicescape Elements, Customer Predispositions and Service Experience: The Case of Theme Park Visitors. Tourism Management, 36, 541–551. https://doi.org/10.1016/j.tourman.2012.09.004
Donovan, R. J., & Rossiter, J. R. (1982). Store Atmosphere: An Environmental Psycology Approach. Journal of Retailing, 58(1), 34–57.
Falk, J. H., & Needham, M. D. (2011). Measuring the Impact of a Science Center on Its Community. Journal of Research in Science Teaching, 48(1), 1–12. https://doi.org/10.1002/tea.20394
Falk, John H., Needham, M. D., Dierking, L. D., & Prendergast, L. (2014). Final Report: International Science Centre Impact Study. OR USA.
Forrest, R. (2013). Museum Atmospherics: The Role of the Exhibition Environment in the Visitor Experience. Visitor Studies, 16(2), 201–216. https://doi.org/10.1080/10645578.2013.827023
Gilmore, A., & Rentschler, R. (2002). Changes in Museum Management: A Custodial or Marketing Emphasis? Journal of Management Development, 21(10), 745–760. https://doi.org/10.1108/02621710210448020
Govekar-Okoliš, M. (2018). Effectiveness of School Lessons From the Past as Living Forms of Museum Education for University Students. Museum Management and Curatorship, 0(0), 1–16. https://doi.org/10.1080/09647775.2018.1490198
Hong, S. J., Choi, D., & Chae, J. (2020). Exploring Different Airport Users’ Service Quality Satisfaction Between Service Providers and Air Travelers. Journal of Retailing and Consumer Services, 52(July 2019), 101917. https://doi.org/10.1016/j.jretconser.2019.101917
Hyun, H., Park, J., Ren, T., & Kim, H. (2018). The Role of Ambiances and Aesthetics on Millennials’ Museum Visiting Behavior. Arts and the Market, 8(2), 152–167. https://doi.org/10.1108/aam-04-2017-0006
Lockwood, A., & Pyun, K. (2019). How Do Customers Respond to the Hotel Servicescape? International Journal of Hospitality Management, 82(March), 231–241. https://doi.org/10.1016/j.ijhm.2019.04.016
Loureiro, S. M. C. (2015). Medical Tourists’ Emotional and Cognitive Response to Credibility and Servicescape. Current Issues in Tourism, 20(15), 1633–1652. https://doi.org/10.1080/13683500.2015.1050363
Markovic, S., Raspor, S., & Komšic, J. (2013). Museum Service Quality Measurement Using the Histoqual Model. Tourism in Southern and Eastern Europe, 497(5), 201–216.
Mehrabean, A., & Russell, J. A. (1974). An Approach to Environmental Psychology. Cambridge. MA: US: The MIT Press.
Mey, L. P., & Mohamed, B. (2010). Service Quality, Visitor Satisfaction and Behavioural Intentions?: Pilot Study At a Museum in Malaysia. Journal of Global Business and Economics, 1(1), 226–240.
MOSTI. (2020). Dasar Sains, Teknologi, dan Inovasi Negara 2021-2030. Putrajaya. Retrieved from https://www.mosti.gov.my/web/dasar-halatuju/
Mujtaba, T., Lawrence, M., Oliver, M., & Reiss, M. J. (2018). Learning and Engagement Through Natural History Museums. Studies in Science Education, 54(1), 41–67. https://doi.org/10.1080/03057267.2018.1442820
Ng, D. V., Wee, G., Hoo, L., Suai, W., & Moses, A. (2013). Design of Interactive Multimedia Display Application for Sarawak Museum based on Visitors ’ Preferences. Journal of Advanced Computer Science and Technology Research, 3(1), 39–50.
Ostrom, A. L., Bitner, M. J., Brown, S. W., Burkhard, K. A., Goul, M., Smith-Daniels, V., … Rabinovich, E. (2010). Moving Forward and Making a Difference: Research Priorities for the Science of Service. Journal of Service Research, 13(1), 4–36. https://doi.org/10.1177/1094670509357611
Parker, L. C., & Krockover, G. H. (2013). Science Education for Diversity and Informal Learning. In M. N. & R. Wegerif (Eds.), Science Education for Diversity: Theory & Practice (Vol.8, pp. 79–96). Exeter, UK: Springer, Dordrecht. https://doi.org/10.1002/sce.20220.CrossRefGoogle
Public Sector Research Centre. (2007). The Road Ahead for Public Service Delivery - Delivering on the Customer Promise. Public Sector Research Centre. The UK. Retrieved from www.psrc-pwc.com
Putra, F. (2016). Implementation of HISTOQUAL Model to Measure Visitors’ Expectations and Perceptions in Museum Geology Bandung. In Proceedings of the Asia Tourism Forum. 2016 - the 12th Biennial Conference of Hospitality and Tourism Industry in Asia (pp. 0–103). https://doi.org/10.2991/atf-16.2016.48
Rahma, R. A., Sucipto, Ishaq, M., Raharjo, K. M., & Widyaswari, M. (2020). The Effectiveness of Augmented Reality-Based Board Game as Learning Media in Comprehending Family Functions Concept. Proceedings - 2020 6th International Conference on Education and Technology, ICET 2020, 102–108. https://doi.org/10.1109/ICET51153.2020.9276584
Rosenbaum, M. S., & Massiah, C. (2011). An Expanded Servicescape Perspective. Journal of Service Management, 22(4), 471–490. https://doi.org/10.1108/09564231111155088
Russell, J. A., & Pratt, G. (1980). A Description of the Affective Quality Attributed to Environments. Journal of Personality and Social Psychology, 38(2), 311–322.
Saunders, M., Lewis, P., & Thornhill, A. (2009). Research Methods for Business Students (5th ed.). Essex, UK: Pearson Education Limited. https://doi.org/10.1017/CBO9781107415324.004
Sheng, C. W., & Chen, M. C. (2012). A Study of Experience Expectations of Museum Visitors. Tourism Management, 33(1), 53–60. https://doi.org/10.1016/j.tourman.2011.01.023
Siu, N. Y. M., Zhang, T. J. F., Dong, P., & Kwan, H. Y. (2013). New Service Bonds and Customer Value in Customer Relationship Management: The Case of Museum Visitors. Tourism Management, 36, 293–303. https://doi.org/10.1016/j.tourman.2012.12.001
Tubillejas-Andrés, B., Cervera-Taulet, A., & Calderón García, H. (2020). How Emotional Response Mediates Servicescape Impact on Post Consumption Outcomes: An Application to Opera Events. Tourism Management Perspectives, 34(100660), 1–13. https://doi.org/10.1016/j.tmp.2020.100660
Voorhees, C. M., Fombelle, P. W., Gregoire, Y., Bone, S., Gustafsson, A., Sousa, R., & Walkowiak, T. (2017). Service Encounters, Experiences and the Customer Journey: Defining the Field and a Call to Expand Our Lens. Journal of Business Research, 79(April), 269–280. https://doi.org/10.1016/j.jbusres.2017.04.014
Yin, R. K. (2003). Case Study Research: Design and Methods (3rd ed.). Thousand Oaks, CA: SAGE Publications. Inc.
In-Text Citation: (Kamsor et al., 2021)
To Cite this Article: Kamsor, N. M., Ahmad, J., & Ladisma@Awis, M. (2021). The Underpinning Theory of Service Experience’s Framework in a Science Centre Setting. International Journal of Academic Research in Business and Social Sciences, 11(6), 677–688.
Copyright: © 2021 The Author(s)
Published by Human Resource Management Academic Research Society (www.hrmars.com)
This article is published under the Creative Commons Attribution (CC BY 4.0) license. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this license may be seen at: http://creativecommons.org/licences/by/4.0/legalcode