公共性社區型圖書館之顧客滿意研究－以彰化縣F鄉立圖書館為例

A Study on Customer Satisfaction of Public Community Libraries: A Case Study of F Township Library, Changhua County

楊輝南(Huei-Nan Yang)

《建國科大理工期刊》 31卷2期 (2012/04) Pp. 43-66

https://doi.org/10.6995/JSECTU.201204.0045

摘要

公共性社區型圖書館具有文化、教育、資訊、休閒等功能，是以服務民眾為主的社區學習中心；服務品質與顧客滿意是服務業的關鍵成功因素，圖書館行銷已面臨顧客滿意時代。針對公共性社區型圖書館之顧客滿意進行實證研究，並提出因應對策，將有助於形塑優質服務意象。基於前述研究動機，彙整本研究之研究目的：（1）暸解顧客對公共性社區型圖書館之滿意認知，並提出因應對策；（2）瞭解不同人口統計變項顧客，對公共性社區型圖書館之滿意認知是否有顯著差異，及其差異情形。本研究採問卷調查法，及定點調查、便利抽樣方式，於顧客接受F鄉立圖書館服務後，進行面對面不記名問卷填答蒐集資料，總計發放顧客問卷255份，回收有效問卷240份，有效問卷回收率94.11%。經描述性統計顯示，顧客在32個服務接觸點之滿意度皆低於5.60分（未達滿意水準），本研究研擬多項建議，提供經營者參考。經ANOVA及雪費事後檢定顯示，年齡20歲以下之顧客對視聽媒體種類與數量的滿意認知，高於21-30歲、51-60歲之顧客；年齡21-30歲之顧客對新書採購之質與量的滿意認知，高於20歲以下之顧客；年齡61歲以上、41-50歲之顧客對館藏資料對自我學習之助益的滿意認知高於其他年齡層之顧客，年齡41-50歲之顧客對接受推薦書刊的滿意認知，高於21-30歲、51-60歲之顧客；年齡20歲以下之顧客對館藏文獻之質與量的滿意認知，高於51-60歲、61歲以上之顧客。職業「軍」之顧客對視聽媒體種類與數量的滿意認知，高於公教、退休之顧客；職業「商」之顧客對館內標示的滿意認知，高於退休之顧客；職業「退休」之顧客對申請借書證作業的滿意認知，高於自由業之顧客。學歷國中以下之顧客對視聽媒體種類與數量的滿意認知，高於學歷專科、大學及學院之顧客。

關鍵字

顧客滿意 ； 服務品質 ； 圖書館

並列摘要

A public community library is a community learning center which provides cultural, educational, informational, and recreational service for the public. Since the service quality and customer satisfaction are the key successful factors in service industry, the marketing of libraries has entered the age of customer satisfaction. An empirical study on the customer satisfaction of a public community library will facilitate the formation of good service image.The purposes of this present study are: (1) to understand the customer satisfaction of a public community library and to provide strategies for improvement; (2) to understand whether different demographic variables of customers significantly influence customer satisfaction. Questionnarie survey method, Central Location Test, and Convenience Sample are adopted to collect data. From the total of 255 questionnaires, 240 are valid. According to the result of the questionnaire, scores of customer satisfaction of the 32 service items are all lower than 5.60 points. The result shows that the majority of customers are not very satisfied with the service of this library.ANOVA and Scheffe post test show: customers under 20 years old are more satisfied with the variety and amount of the visual and audio media than those in the age range of 21-30 and 51-60; customers in the age range of 21-30 years old are more satisfied with the quality and quantity of new book purchase than those under 20 years old; customers over 61 years old and customers within age 41-50 years old are more satisfied with the benefit of library resources to se lf learning than customers at other stages; customers age 41-50 are more satisfied with the recommended collections than those in the age range of 21-30 and 51-60; and customers under 20 years old are more satisfied with the quality and quantity of the books and documents in the library than those within 51-60 years old and over 61 years old . Soldiers are more satisfied with the variety and amount of the visual and audio media than civil servants, teachers, and retirees; business people are more satisfied with the variety and amount of the visual and audio media than retirees; and retirees are more satisfied with the application process of a library card than free lancers. Customers whose educational background are under junior high school are more satisfied with the variety and amount of the visual and audio media than customers whose educational background are junior college, university, and academy.

並列關鍵字

Customer Satisfaction ； Service Quality ； Library