Abstract
This study examined the predictors of visitors’ satisfaction with public museum services, using the Jiangmen Overseas Chinese Museum as a case study. A descriptive research design was employed, and data were collected from 396 visitors through structured questionnaires. The study focused on four key service dimensions exhibition content, service facilities, employee services, and cultural expression while considering visitor demographics such as age, sex, education, and occupation. Results showed that exhibition content exerted the strongest influence on satisfaction, accounting for 51.36% of the variance. Significant relationships were found between demographic factors and satisfaction, particularly among middle-aged, male, and highly educated visitors. Cultural expression and staff professionalism also emerged as significant predictors of visitor satisfaction. Regression analysis confirmed that high-quality exhibitions, clarity of communication, and responsiveness to feedback play essential roles in enhancing the visitor experience. The findings underscore the importance of tailoring museum services to diverse visitor profiles and prioritizing cultural engagement, professional staff, and responsive service design. This study contributes to the empirical understanding of museum service quality and provides strategic recommendations for optimizing public cultural services in museums.
