公共圖書館顧客關係管理之分析－五都公共圖書館之個案研究

A Study on Customer Relationship of Public Libraries-The Case Study of 5 Taiwan Special Municipalities

董國昌(Kuo-Chang Tung)

《臺北市立圖書館館訊》 31卷4期 (2014/06) Pp. 14-29

摘要

本研究希望透過五都公共圖書館之個案研究，了解目前公共圖書館在顧客關係管理上的作法，同時提出改善之建議。本研究針對五都公共圖書館寄出200份問卷，回收59份，在臺中市南區、西區兩公共圖書館各做了24份讀者問卷，網路問卷共回收了144份問卷。對於此次公共圖書館研究發現如下：1、在最基本的問卷回復的份數偏低，填寫人姓名、職稱上分別有22%及25%未註明，59份問卷中僅10份為主管職人員所填寫，可看出館員們在工作職場上的責任、態度及觀念是保守的。2、五都公共圖書館對於進入之讀者未主動積極的建立基本資料，喪失了建立顧客關係管理的第一步。3、大多僅針對「讀者滿意度」做年度分析，其餘「讀者忠誠度」、「館內環境」、「館內服務」、「讀者使用率」、「各項活動參與率」、「讀者流失率」、「流失原因」等甚少進行了解，現今資訊軟硬體如此發達，即使每個月做一次分析應非難事。4、多數未針對不同身分讀者如自習室、閱覽室、流通空間等作區隔及分析，無法對不同讀者需求做更為適當與貼心的服務。5、應加強讀者在E-MAIL、簡訊、Facebook、網路上的Q&A、手機LINE等各種可能連繫的管道，達到對讀者方便且即時的服務。6、應根據（ISO11620 2008）之規範，朝向世界水準，進行改善。7、實際針對讀者訪查，發現公共圖書館在軟硬體上有相當大的改善空間。應即刻推動各館進行更準確的「顧客滿意度」訪查與改善工作。

關鍵字

公共圖書館 ； 顧客關係管理 ； 個案研究

並列摘要

In this study. Through five cities public library case study to understand the customer relationship management practices, and make recommendation for improvement. 200 questionnaires was sent to five cities public library and received 59 copies and 24 copies was sent to Taichung City southern area and western area libraries users. And collected 144 questionnaires by internet. For this study seven results are as follows: 1. At the most basic questionnaire replies copies low. fill in the name, the professional title were 22% and 25% which were not noted. only 10 of 59 questionnaires filled by chief, librarians can be seen in the workplace responsibilities, attitudes and ideas on conservative. 2. The libraries of 5 municipalities could not establish the basic data for the customers relationship management. 3. Mostly only for the ＂members of library Satisfaction＂ anneal analysis dine, the oust of ＂members of library loyalty＂, ＂library environment＂ ＂library Service＂, ＂members of usage rate＂ ＂activities participation rate＂, ＂members of Library turnover rate＂, ＂loss of reason＂ and so little to understand, today’s information hardware and software is so advanced it is not difficult that even analysis should be done once a month. 4. Mostly not analysis as study room, reading room etc, for segmentation and analysis of different identity library members can not provide members demands on different more appropriate and welcoming services. 5. Should be strengthened library members on E-mail, SMS, Facebook, the network’s Q&A, mobile phones and other possible LINE pipeline Links, reaching the members of the Library of convient and instant service. 6. Should be based on (ISO 11620 2008). The specification towards world standards to improvement.Based on the actual visits of members, it found in the hardware and software have considerable room for improvement. That should be promote the libraries carved out more accurate ＂customer Satisfaction＂ visits and improvements.

並列關鍵字

Public Library ； Customer Relationship Management ； Case Study

參考文獻

ISO (2008)。ISO 11620（國際標準的圖書館績效評估指標），取自http://www.iso.org/iso/catalogue_detail.htm?csnumber=56755。

吳大鈞 (2011)。如何落實自我評鑑制度，取自http://www.tsu.edu.tw/a/data/user/pel/files/201106011009493.pdf

盧秀菊 (nd.)。學術圖書館之績效評估，取自http://www.lib.ntu.edu.tw/Publication/univj/uj3-4/uj3-4_1.html

Dych'e, J.(2003)。客戶關係管理手冊。臺北:培生台灣。

李勝祥譯、吳若已譯、Zikmund, William G.、Mcleod, Raymond、Gibert, Faye W., Jr.(2005)。顧客關係管理。臺中:滄海書局。