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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。
The tradition of showing library achievements with their holdings is being replaced by evidence-based service benefits, and service loyalty and its measurement provide the theoretical and conceptual tools for service effectiveness. Library service loyalty is a composite concept of behavior representation, relationship maintenance and value orientation. The core of library service is user’s attitude and behavior choice and the relationship between them. Taking the change of attitude and behavior as the scale, the measurement index of library service loyalty is constructed, and the rationality, reliability and validity of the measurement are verified through the questionnaire survey. Based on the scores of attitudes and behaviors, the respondents identify investment-type, crush-type, observer-type and speculative-type users, and accordingly design differentiated strategies of attraction, transformation, motivation and integration to cultivate and develop loyal users.