顾客契合对用户-图书馆关系质量影响的实证研究  

An Empirical Study on the Influences of Customer Engagement on User-Library Relationship Quality

作　　者：王芳[1] 张辉[2] 牛振邦[3] 

机构地区：[1]山东师范大学图书馆,济南250014 [2]中山大学旅游学院,珠海519082 [3]南开大学商学院,天津300071

出　　处：《图书情报知识》2015年第6期48-60,共13页Documentation,Information & Knowledge

基　　金：中央高校科研业务费专项基金项目"基于内部品牌化的服务企业品牌资产提升研究"(14WKPY66)的成果之一

摘　　要：社会化媒体的发展从根本上改变了用户与组织互动的方式,使用户关系管理发展到全新的阶段。顾客契合描述了顾客与组织及其品牌所发生的行为联系及这些联系背后的心理状态,对用户-图书馆关系质量有积极影响。本研究以高校图书馆为例,探讨高校图书馆顾客契合的结构,及顾客契合对用户-图书馆关系质量及其各维度的影响。本研究收集到309个有效样本,高阶验证性因子分析发现,顾客契合是一个包括认知、情感和行为维度在内的二阶构念。结构方程模型分析发现,顾客契合对用户-图书馆关系质量有显著的正向影响,顾客契合对用户满意、承诺、依赖和伙伴质量均有积极的影响。最后,本研究对图书馆如何更好地进行顾客契合管理提出了管理建议,并就未来研究方向进行了展望。With the development of social media,users can interact with organization and other customers easily.Customer engagement refers to customer＇s behavioral manifestation toward organization and its brand,such as blogging,word of mouth,etc.,as well as the psychological state behind these behaviors.It is believed that customer engagement has positive effects on user-library relationship quality.This study chooses university students and university library as two parties in the engagement process to collect data,in order to empirically test the construct structure of customer engagement,as well of the impacts of customer engagement on user-library relationship quality.309 questionnaires were collected,and both SPSS and AMOS software were employed to test the hypotheses.The results of higher order confirmatory factor analysis show that customer engagement in library area is a second order constructs composing of cognitive,affective,and behavioral dimensions.The results of structural factor analysis show that customer engagement has a significant positive effect on user-library relationship quality.Further analysis shows that customer engagement has significant effects on user satisfaction,commitment,relationship dependence,and partner quality.Discussions and managerial implications were provided.At last,some drawbacks of this study and future research directions were discussed.

关 键 词：高校图书馆 用户图书馆关系质量 用户图书馆契合 图书馆微博 社会化媒体 

分 类 号：G251.6[文化科学—图书馆学]