图书情报工作

图书情报工作 >

2013 >Issue 07: 13 - 17

DOI: https://doi.org/10.7536/j.issn.0252-3116.2013.07.002

理论研究

图书馆服务忠诚测度与实证

  • 刘锦源 ,
  • 曹树金 ,
  • 张莉
展开
  • 1. 电子科技大学中山学院图书馆;
    2. 中山大学资讯管理学院;
    3. 中山职业技术学院图书馆
刘锦源,电子科技大学中山学院图书馆馆员,博士研究生,E-mail:sourceliu@yahoo.com.cn;曹树金,中山大学资讯管理学院院长,教授,博士生导师;张莉,中山职业技术学院图书馆馆员,硕士研究生。

收稿日期: 2013-02-01

  修回日期: 2013-03-20

  网络出版日期: 2013-04-05

基金资助

本文系2011年度广东图书馆学科研课题"图书馆服务忠诚研究"(项目编号:GDTK1103)研究成果之一。

收起

The Measurement of Library Service Loyalty and Its Empirical Study

  • Liu Jinyuan ,
  • Cao Shujin ,
  • Zhang Li
Expand
  • 1. Zhongshan Institute, University of Electronic Science and Technology of China, Zhongshan 528400;
    2. School of Information Management, SYSU, Guangzhou 510275;
    3. Zhongshan Polytechnic, Zhongshan 528400

Received date: 2013-02-01

  Revised date: 2013-03-20

  Online published: 2013-04-05

Fold

摘要

认为凭借馆藏量说明图书馆成就的传统正在被基于事实的服务效益证明所取代,服务忠诚及其测量为服务效益提供了理论基础和概念工具。图书馆服务忠诚是行为表征、关系维系和价值取向的复合概念,其核心是用户的态度取向和行为选择以及它们之间的关系。以态度和行为变化为尺度,构建图书馆服务忠诚的测量指标,通过问卷调查验证测量的合理性、可靠性和有效性。依据调查对象在态度与行为维度的因子得分识别投资型、暗恋型、旁观型和投机型用户,据此设计吸引、转换、激励和融合等差异化策略以培养和发展忠诚用户。

关键词： 图书馆; 服务忠诚; 忠诚测量; 忠诚分类; 忠诚管理

本文引用格式

刘锦源 , 曹树金 , 张莉 . 图书馆服务忠诚测度与实证[J]. 图书情报工作, 2013 , (07) : 13 -17 . DOI: 10.7536/j.issn.0252-3116.2013.07.002

Abstract

The evidence of service benefits to users is replacing the customary practice of collections representing the achievements of alibrary. Service loyalty and its measurement provide theoretical foundation and conceptive instrument to the performance evaluation. Library service loyalty is the concept which compounds behavioral demonstration with relationship maintenance and value orientation. Mental attitude, behavior selection and their relation play a key role in understanding service loyalty. The reasonableness, reliability and validity of library service loyalty measurement indicators which are designed with attitudinal and behavioral dimensions are verified by a questionnaire survey. Subjects of the survey can be divided into Investor, Secret admirer, Speculator and Bystander by factor scores on attitudinal and behavioral dimensions. Attracting, Upgrading, Motivating and Integrating strategies are brought out to improve and kee Ployalty.

Key words： library; service loyalty; loyalty measurement; loyalty classification; loyalty management

参考文献

[1] 程焕文.程焕文如是说[EB/OL]. [2012-06-08].http://blog.sina.com.cn/huanwen.
[2] Anne C, Lars G. Improving library users’ perceived quality, satisfaction and loyalty: An integrated measurement and management system[J]. The Journal of Academic Librarianship, 2003, 29(3): 140-147.
[3] Helgesen O, Nesset E. Does LibQUAL+TM account for student loyalty to a university college library?[J]. Quality Assuerance in Education, 2011, 19(4): 413-440.
[4] 罗曼. 图书馆服务质量模型及其应用[J]. 中国图书馆学报, 2005, 31(2): 20-24.
[5] Kiran K, Diljit S. Antecedents of customer loyalty:Does service quality suffice? [J]. Malaysian Journal of Library & Information Science, 2011, 16(2): 95-113.
[6] Rowley J, Dawes J. Customer loyalty-A relevant concept for libraries? [J]. Library Management, 1999, 20(6): 345-351.
[7] 温国强. 图书馆提高读者忠诚度的策略[J]. 中国图书馆学报, 2004, 30(6): 79-82.
[8] 许春漫. 数字图书馆电子商务服务忠诚用户的培育[J]. 中国图书馆学报, 2008, 34(5): 100-104.
[9] 白长虹, 刘炽. 服务企业的顾客忠诚及其决定因素研究[J]. 南开管理评论, 2002, 5(6): 64-69.
[10] Bloemer J, Ruyter K D, Wetzels M. Linking perceived service quality and service loyalty: A multi-dimensional perspective[J].European Journal of Marketing, 1999, 33(11): 1082-1106.
[11] Dick G S, Basu K. Customer loyalty: Towards and integrated conceptual framework[J]. Journal of the Academy of Marketing Science, 1994, 22(2): 99-113.
[12] Oliver R L. Whence consumer loyalty[J]. Journal of Marketing, 1999, 63(4): 33-44.
[13] Sharyn R T. Exploring loyal qualities:Assessing survey-based loyalty measure[J]. Journal of Services Marketing, 2005, 19(7): 492-500.
[14] Mathew P L, Roger C S. Ithaka S+R library survey 2010: Insights from U.S. academic library directors[EB/OL]. [2012-06-08].http://www.sr.ithaka.org/sites/all/modules/contrib/pubdlcnt/pubdlcnt.php?file=http://www.sr.ithaka.org/sites/default/files/reports/insights-from-us-academic-library-directors.pdf&nid=360.
[15] 张晓林. 颠覆数字图书馆的大趋势[J]. 中国图书馆学报, 2011, 37(5): 5-12.
[16] 郑永田. 卡内基图书馆计划的回眸与反思[J]. 中国图书馆学报, 2010, 36(1): 111-118.
[17] Zeithaml V A, Berry L L, Parasuraman A. The behavioral consequences of service quality[J]. Journal of Marketing, 1996, 60(2): 31-46.
[18] McMullan R, Gilmore A. The conceptual development of customer loyalty measurement:A proposed scale[J]. Journal of Targeting, Measurement & Analysis for Marketing, 2003, 11(3): 230-243.
[19] Too L H Y, Souchon A L, Thirkell P C. Relationship marketing and customer loyalty in a retail setting:A dyadic exploration[J]. Journal of Marketing Management, 2001, 17(3/4): 287-319.
[20] 王子舟. 伟大的力量来自哪里——解读社会力量办馆助馆[J]. 中国图书馆学报, 2010, 36(3): 26-33.

Options
文章导航

/

〈 〉