Özet:

The aim of this study is to show the perceptions of visitors to the University of Anadolu Education Cartoon Museum towards the quality of service. The study also analyzed the impact of the quality of service perceived in museums on their satisfaction levels by the visitors’ recommendation of the service to others. The study was carried out by sample of 492 people. The obtained data, in addition to basic statistical analyses, has been applied factor analysis to determine the low dimensions of the service quality that visitors perceive with respect to the museum. The findings reveal the existence of three factors related to the quality of service detected in the museums. These factors are: interaction, physical space and art. These factors related to the quality of the service detected are related to the recommendation and satisfaction. Research findings also show that interaction, physical space and artistic reputation factors differ by the demographic characteristics of visitors, the frequency of visiting the museum and the information sources related to the exhibition. The primary news source for the works displayed in the museum was determined as the Internet due to the speed and ease of access. Given the level of visitors’ satisfaction, 93.5 percent of visitors say they are happy and very happy. From the point of view of the museum’s visiting purposes, the physical space and the size of recognition stands in the forefront according to staff-visitor interaction. The results of this research make a significant contribution to the efforts to improve the quality of the museum marketing practices and services – by providing data support to the museum management.