Research On The Visitors Satisfaction Of Science And Technology Museum Opening Free

Public scientific literacy is an important indicator of the overall quality of theevaluation of the nationals of a country. As the main front of science education, Science andTechnology Museum (Abbreviated as STM) plays an irreplaceable role in improving thelevel of public scientific literacy. STM opening free allows more people to accept scienceeducation and scientific edification. However, after opening free, the surged visitors’ trafficin the short term, as well as the contradiction between visitors’ high expectations and thereal level of STM service, affect the visitors’satisfaction, which prevent STM from scienceeducation. The research on the visitors’ satisfaction of STM opening free is helpful toimprove the quality of STM service, as well as the visitors’satisfaction and trust.After researching domestic and international Customer Satisfaction Index models, thispaper built a Visitors Satisfaction Model that was suitable for STM opening free in ourcountry. The model included five variables: Visitors Expectation, Service Perceived Quality,Visitors Satisfaction, Visitors Complaint and Visitors Trust. Based on the actual situation ofSTM opening free, this paper made research hypothesis on the variables in the VisitorsSatisfaction Model, and then conducted an empirical study on Seven STMs opening free.The Structural Equation Modeling was applied to the survey data, the model validationanalysis showed that: Visitors Expectation had a direct significant positive impact onService Perceived Quality, and Service Perceived Quality had a direct significant positiveimpact on Visitors Satisfaction, and Visitors Satisfaction had a direct significant positiveimpact on Visitors Trust; Visitors Satisfaction had a direct significant negative impact onVisitors Complaint, and Visitors Complaint had a direct significant negative impact onVisitors Trust; however, Visitors Expectation didn’t have a direct significant impact onVisitors Satisfaction.The research results showed that the real survey data fitted well with the theoreticalmodel, and this paper finally summarized the following three conclusions. Firstly, theVisitors Satisfaction Model can be used as a quantitative tool to research the visitors’satisfaction of STMs opening free. Secondly, according to the theoretical calculation ofsatisfaction scores, the quantitative research results on visitors’ satisfaction reflect the realsituation in seven STMs opening free. Thirdly, the service conditions and contents of STMsopening free are the core factors to improve visitors’ satisfaction. Based on the empirical results, this paper put forward some suggestions to improve visitors’ satisfaction of STMsopening free, aimed at improving STMs’ service quality and science education, and thusfurther promoting the raise of scientific literacy.