以顧客關係管理觀點建置圖書館使用者之服務架構

Tunghai University Institutional Repository > 工學院 > 工業工程與經營資訊學系所 > 碩博士論文 > Item 310901/1438

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Title:	以顧客關係管理觀點建置圖書館使用者之服務架構
Other Titles:	The Development of a Service Framework for Library Users from Customer Relationship Management (CRM) Perspective
Authors:	王秀鑾 Wang, Shiow-Luan
Contributors:	邱文志;彭泉 Chiou, Wen-Chin;Perng, Chyuan 東海大學工業工程與經營資訊學系
Keywords:	圖書館服務;顧客關係管理;大學圖書館;學習 Library service;Customer relationship management;CRM;University;Learning
Date:	2009
Issue Date:	2011-02-25T01:55:38Z (UTC)
Abstract:	本研究首先藉由文獻探討歸納出圖書館服務之意義與內涵為利用指導、溝通管道、滿意度和資訊系統四個構面。而後引進電子商務的顧客關係管理概念，建構一個以服務圖書館使用者的服務架構。為驗證此架構的可行性，本研究藉由問卷調查法搜集資料，經由問卷的設計、發送及回收整理，重要程度衡量採李克特量表之五等分評量尺度（Likert scale）設計。以大學圖書館管理者為主要研究對象，進行問卷調查。從決策者的觀點，以差異分析法探討圖書館現行所提供的服務和實際應該提供的服務間的差異來做比較，在面臨資訊傳播技術、亞馬遜書店、電子資源和實體空間規劃等衝擊下，做為圖書館在管理及決策上的參考，以提昇圖書館的服務、增加使用者使用意願與滿意度，進而提昇圖書館組織的整體成效。研究目的在於了解﹔(1)可顯著瞭解使用者的使用滿意度以及使用意願之因素。(2) 以電子商務的顧客關係管理為觀點建置圖書館使用者的服務架構，探討分析使用者實際所獲得的服務和圖書館所應提供的服務之差異。(3)依此差異分析結果提出策略性的改進建議。結果顯示「當使用者的態度為正向時使用率會提昇」、「經由適當的圖書資源利用指導後會提昇資訊檢索使用率」和「使用者的負面態度可做為改進的參考」等三個因素獲得正數，可見圖書館在這些服務方面已經獲得使用者的正面評價；「改善公用目錄檢索介面的設計」和「精確的學習文件資源歸檔」則獲得最大的負數，顯現圖書館服務在這兩因素部份需要再加強。依據研究結論，提出下列五項建議：(1)圖書館應以電子商務服務顧客的觀念定期實施使用者研究，以掌握使用者的感受。(2)圖書館利用教育課程應朝向不同使用者需求擬定課程之方向發展，以提昇使用者之圖書館使用能力。(3)圖書館應主動且積極地行銷圖書館服務，以增加圖書館和教師的教學課程合作。(4)優良的圖書館服務可以提昇大學圖書館的地位。(5)圖書館的整體組織能力，包含館員、升遷、獎勵、經費預算等服務部門應與技術服務部門加強溝通，以提昇圖書館的組織效率。 A conceptual service framework for library users from CRM perspective is presented in this study. Four identified specific dimensions from a literature review of library services (Instruction, Communication channel, Satisfaction, and System) that this study considered critical to the certain of effective library organization. Survey was administered via a questionnaire to library managers with five Likert scale. The results show that there exists a gap where library organization often does not reach fully users’ satisfaction. Being a gap between actual performance and potential performance can lead to a dissatisfied and less effective library organization. The lack of significant enhancement among four identified dimensions at users’ services, library is facing the impact of ICTs, Amazon.com, e-resources, and the brick-and-mortar space on service dimensions; and responsible for the gaps. Gap analysis will help library in increasing users’ satisfaction and intention, therefore, make a promotion of effective and efficiency organization.The purpose of this study is (1) To identify those users’ care services from a review of literature in variable ways. The objective of this literature review was to review recent literature to identify whether such variability remains, (2) To present a service framework from CRM perspective for library users and conduct a survey to managers between actual and potential performance in service providing, and (3) To determine and recommend ways to bridge the gap through the results in strategic viewpoint. The results indicated that the gap score is positive in these three factors “Reuse up while users are in positive attitude”, “Information search is increasing after the instruction training” and “View negative response as valuable feedback”. Users are satisfied with these three services. The largest negative gap score is the “Design valid assessment programs and accurate documentation of student learning”, such as will give priority attention to library managers for making improvement in this factor.University libraries are currently facing their greatest challenge since the explosion in tertiary education and academic publishing due to the digital revolution. Most of them do not reach an ideal system, through this service framework which is designed to help university libraries in regards to promote their service and strive for more budgets. The conclusion of this study provided specific suggestions: (1) Library users are “customers” who seek satisfaction from the market place or “library”, (2) Put emphasis on instruction, (3) Designing coordination program with faculty, (4) Position the status of library, (5) Setting the focus on organization capability. The framework provides a clear and map for future research in this most important area.
Appears in Collections:	[工業工程與經營資訊學系所] 碩博士論文

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