Online service marketing and delivery: the case of Swedish museums Available to Purchase

This article addresses service marketing and service delivery over the Internet. Some service activities – information, education and entertainment – can be delivered as well as promoted over the Internet. An empirical study focusing on museums has been carried out. The purpose has been to describe the current use of the Internet by Swedish museums and propose some strategies with regard to its value as a service delivery tool. The 371 Swedish museums that have a homepage have been examined. Of these, 156 museums operate their own Web site. The study has consisted of a content analysis of the sites as well as a questionnaire study and two preliminary in‐depth interviews. A cluster analysis was carried out, resulting in four groups being defined. It is found that the use of the Internet is still in its infancy. Three strategies for Internet service delivery are proposed.