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Processes and Scenarios

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Cultural Heritage Marketing

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Abstract

This chapter discusses how heritage conservation service can be designed and optimised from the organisational point of view. Particular attention is paid to customers’ involvement in the conservation service process. Subsequently, a service scenario, which expounds its elements and stages from the customer’s point of view, is presented. As an additional, particularly useful marketing instrument, a customer journey is discussed: a diagram depicting how the customer’s affective involvement in the service process evolves across time.

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Notes

  1. 1.

    Interview with Sarah Lowengard, PhD, textile conservator, on 10 June 2008, New York.

  2. 2.

    Presently, excepting only the most prestigious commissions, the Institute of Conservation and Management of Cultural Heritage (ICMCH) offers its services to other entities of Heritage Malta only.

  3. 3.

    This illustrative scenario would be applicable to a larger conservation business entity with its own front office and to historical objects that the owner is capable of personally bringing for a viewing appointment.

  4. 4.

    The author is fully aware of the fact that the stress pertinent to being overworked can be daunting for a number of conservators (Berry and Bendapudi 2007). It is fully understandable that a service provider, when confronted with an excessive workload, would naturally tend to prioritise their tasks and to focus on getting work done well (i.e. on its technical aspect). It is by no means the intention of the author to express criticism towards such an approach and such choices; rather, the above considerations are only to draw attention to the importance of the functional aspect of service processes from the relationship marketing perspective and from the point of view of customers.

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Interviews

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Authors and Affiliations

  1. Chair of Strategies for European Cultural Heritage, European University Viadrina, Frankfurt (Oder), Germany

    Izabella Parowicz

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  1. Izabella Parowicz
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Parowicz, I. (2019). Processes and Scenarios. In: Cultural Heritage Marketing. Palgrave Pivot, Cham. https://doi.org/10.1007/978-3-030-00287-9_5

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