Moderating effect of membership status on the quality-value-loyalty chain at museums

Delivering a high-quality, valued, and recommendable experience to customers is crucial for the tourism industry. Our purpose in this research was to investigate the determinants of museum visitor retention and the moderating effect of membership status on the quality-value-loyalty chain at the National Palace Museum in Taiwan. Participants were 729 museum visitors who had made more than 2 visits in 1 year. Results identified significant interrelationships among visitors’ intrinsic and extrinsic motivations, perceptions of service quality, and perception of value, which determined their loyalty. We are the first researchers to explore the effect of membership status at a museum as a moderator influencing the quality-value-loyalty chain. Our findings can act as a guide for museum managers and promoters as to which service offerings will meet the needs of both member and nonmember visitors, and will encourage their loyalty.