讀者對國立臺灣師範大學圖書館行銷滿意度之調查研究

A Study of Readers’ Satisfaction with the Marketing of National Taiwan Normal University Library

郭美蘭(MEI-LAN KUO)

指導教授 ： 黃明月博士

國立臺灣師範大學/教育學院/社會教育學系在職進修碩士班/碩士(2002年)

摘要

圖書館行銷近年來受到圖書館界的重視，將之做為經營圖書館的有效策略。本研究旨在探討讀者對圖書館行銷的滿意度，從中瞭解圖書館各項服務是否符合讀者的需求，據以做為圖書館營運之參考。
為達上述目的，本研究採用問卷調查法；以研究者自編之「讀者對國立臺灣師範大學圖書館行銷滿意度調查問卷」為研究工具，蒐集研究相關資料；以國立臺灣師範大學圖書館讀者為研究對象，針對入館讀者進行系統抽樣，發出問卷1100份，回收有效問卷856份，回收率78％。對於蒐集所得資料採用SPSS軟體之次數分配法、t考驗、單因子變異數分析、Pearson相關等統計方法，進行資料之統計與分析。
根據研究分析，本研究主要發現如下：（一）圖書館服務對象中進館使用人數以大學生為最多；（二）圖書館行銷整體上頗受讀者肯定；（三）讀者對圖書館行銷各層面滿意度以「使用管道」層面的滿意度最高；而「收費服務」層面的滿意度則相對較低；（四）圖書館行銷滿意度因社會人口變項不同而有所差異；（五）圖書館行銷整體滿意度與各層面滿意度呈現正相關。綜合上述研究發現，本研究獲致六項結論：（一）大學圖書館行銷規劃必須重視大學生的需求；（二）推動「讀者導向」的服務理念促使圖書館經營型態趨向多元化；（三）開拓便捷的「使用管道」將有助於提升圖書館行銷的效益；（四）圖書館宜以「市場區隔」之行銷觀念建立其特色；（五）圖書館需考慮以非營利機構行銷原則適度應用在讀者服務；（六）圖書館行銷有賴全館各部門相互支援合作才能竟其功。
根據上述研究之發現與結論，本研究提出七點建議，以作為圖書館營運規劃之參考：（一）圖書館應加強行銷規劃，以增進圖書館服務效能；（二）圖書館行銷應加強低年級學生之圖書館利用指導；（三）圖書館行銷應重視館藏發展，提供讀者最適用的產品；（四）圖書館員應加強行銷概念，以配合圖書館新的服務理念與發展；（五）圖書館對於「收費服務」應進行市場評估，訂定合理之價格；（六）圖書館應善用網路行銷通路，提供更積極的讀者服務；（七）圖書館應定期進行圖書館行銷評估，以調整圖書館經營方向。

關鍵字

圖書館行銷 ； 大學圖書館 ； 圖書館經營 ； 讀者服務 ； 讀者滿意度

並列摘要

Library marketing has received increased attention in the field of library studies in recent years as an effective strategy for library management. This study aims at exploring the readers’ level of satisfaction with library marketing. Observation on this issue may lead to better understanding of whether the services available at a library meet the needs of library users, thus providing important indication of library administration.
To achieve the stated objective, the researcher invented "Questionnaire on Readers’ Satisfaction with the Marketing of National Taiwan Normal University Library" as the tool for collecting data. The subjects of study are chosen from the visitors of National Taiwan Normal University Library through a systematic sampling method. Of the 1,100 questionnaires issued, 856 valid questionnaires, or 78% of the original number, are retrieved. The SPSS software is used to run statistics and analysis on the collected data. using such statistical methods as frequency distribution method, t-test, one-way ANOVA, Pearson's correlation, etc.
After the analysis, the main findings are: (1) undergraduate students account for the largest portion of visitors receiving the services provided by the library; (2) readers hold a quite positive attitude toward the overall marketing of libraries; (3) regarding the various aspects of library marketing, readers have the highest level of satisfaction in the “Place”（ channels of usage） aspect; the level of satisfaction is relatively low in the aspect of “Price”（ service fees）; (4) the level of satisfaction with library marketing show differences with different demographic variables; (5) the level of satisfaction with overall library marketing and that with the various aspects of library marketing show positive correlation.
Considering the findings described above, this study reaches the following six conclusions: (1) the planning of university library marketing should focus on the needs of undergraduate students; (2) the “reader-oriented” principle of service should be promoted to accelerate the diversification of library management; (3) creating and facilitating “Place”（ channels of usage） will help enhance the efficacy of library marketing; (4) libraries should establish their own distinguishing features based on the marketing principle of “market segmentation”; (5) libraries should consider at certain degrees applying the marketing principles for non-profit organizations in reader services; (6) complete success of library marketing cannot be achieved without the mutual support and cooperation among all the departments in the library.
Based on the findings and conclusions described above, the study proposes the following recommendations for the planning of library management: (1) libraries should strengthen their marketing planning to increase the efficiency of library services; (2) library marketing should pay more attention to providing guidance on using the library to the lower grade undergraduate students; (3) in order to provide the most suitable products for the users, collection development should become a more important part of library marketing; (4) librarians should be better informed in marketing to be able to support the new service philosophies and development of libraries; (5) libraries should conduct market evaluation on “Price”（ service fees） to determine reasonable prices; (6) libraries should take advantage of Internet access to provide more effective reader services; (7) libraries should conduct periodical evaluation of library marketing to make necessary adjustments of library management.

並列關鍵字

library marketing ； university library ； library management ； library services ； readers' satisfation

參考文獻

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