中文摘要：

本文以博物馆游客为调研对象,探讨服务公平性、服务质量、顾客满意感、信任感与组织形象的关系,分析顾客感知的服务质量、顾客满意感、信任感、组织形象对博物馆游客行为意向的影响。结构方程模型分析结果表明：在博物馆服务环境中,（1）服务公平性包括交往公平性、程序公平性、结果公平性和信息公平性等4个组成部分;服务公平性4个组成成分对顾客感知的服务质量、满意感、信任感有直接或间接的影响,对组织形象有间接的影响;（2）顾客满意感和顾客感知的服务质量直接影响组织形象;（3）组织形象和顾客信任感对游客行为意向有直接的影响。论文的研究结论对指导博物馆的营销管理有一定的理论和实践意义。

英文摘要：

The paper,with museum visitors as an object of investigation,probes into the relationship between perceived service quality,visitors＇ satisfaction, sense of trust and organizational image and analyzes the impact of these factors on visitors＇ behavior intention.The result of SEM analysis indicates that under museum service environment： 1.Service justice is composed of justice in social contact,procedure,result and information.These four elements have direct and indirect impact on visitors＇ perceived service quality,satisfaction and sense of trust.They have only indirect impact on organizational image.2.Visitors＇ sense of satisfaction and their perceived service quality directly affect organization image.3.Organizational image and visitors＇ sense of trust have direct impact on their behavior intention.The study conclusion is of theoretical and practical significance to the instruction of museum＇s marketing management.