An Analysis of the Current Situation of China’s Museum Management Taking Jinsha site as an Example

Abstract

After the museum is opened for free, how to ensure and improve the satisfaction of the audience under the condition of increasing number of visitors and increasing service workload has become a new issue faced by museums all over the middle-aged country/ ies. In this context, this paper takes the Jinsha Site Museum in Chengdu, Sichuan as an example, and uses structural equation modeling to study the museum’s customer satisfaction. By handing out questionnaires to 450 museum consumers face-to-face and collecting primary data for analysis, it is found that perceived value and perceived quality have the greatest impact on customer satisfaction. It is suggested that the museum will focus on strengthening the construction of the museum and improving the service level in the future, and improve the audience satisfaction by improving the exhibition environment and paying attention to the complaints of the audience.