查看文章

The purpose of this paper is to formulate and validate a measurement model to evaluate the service quality of cultural centers. This study aims to expand the domain of service quality measurement models by extending the SERVQUAL model to an alternative measurement tool called the ARTQUAL model based on three different preferences and scenarios including concert halls, theater halls and art galleries.

The data were collected from 15 cultural centers. Structural equation modeling (SEM) was utilized in the current research to study the association between aesthetic environments and service quality. An exploratory factor analysis took place to formulate the fundamentals of the measurement model. The validation process is based on a hybrid framework integrating the covariance-based SEM along with the partial least square technique to present a robust validity of the …