Study On The Relationship Of Perceived Service Quality And Customer Satisfaction

Library is the important part of public culture service. It undertakes the important duty of human cultural continuity and conveying knowledge. The library’s service quality is exactly the major index of library’s efficiency; therefore, the library’s service quality attracts more and more intention from many scholars. Since the founding of New China, our librarianship has been developed greatly, meanwhile, it has many problems, such as the insufficiency of library collection, the low service quality of library staff, the poor surroundings of reading room, and the low degree of informationization. Thus, improving the service quality of library and raising readers’satisfaction are the problems demanding prompt solution.This study is based on the theory of perceived service quality and custom satisfaction. We study deeply in the development of perceived service quality, its classical measure models, the connotation of customer satisfaction, and the relationship between perceived service quality and customer satisfaction, and meanwhile collecting the correlation studies about the relationship of perceived service quality and customer satisfaction in Library. To combine library’s connotation and its character of service quality with several library’s experts and readers’suggestion, we get this study’s measuring scale. Finally, though predictive research and data analysis, the questionnaire were formed.The object of this study is domestic 18 libraries’readers. We gave 1150 questionnaires, and took back 784. Using descriptive statistic, paired sample T-test, ANOVA analysis, correlation analysis and multiple linear regression analysis to analyze data by SPSS 16.0 and LISREL8.7, and get follow conclusions:(1) To obtain five dimensions of library perceived service quality:library as place, access of resource, emotion of service, assurance of service and charm of service. The five dimensions and 26 items build up the form which can be used to measure the perceived service quality of library.(2) There is significant difference between expected service quality and perceived service quality. The most important items include:"making electronic resources from my home or office", "dealing effectively with the reader’s comments and suggestions in a timely manner", "giving users individual attention, community space for group learning and group study", "updating information resources timely", and "print and/or electronic journal collection I require for my work". Library can enhance the service quality by improving the listed items.(3) The expected service quality has no significant affect on perceived service quality and customer satisfaction. However, there is significant positive correlation both between perceived service quality and customer satisfaction, the gap of perceived and expected service quality and customer satisfaction, and they both have great impact on customer satisfaction. Library can thus take pertinent actions to reinforce service quality and raise readers’satisfaction according to the priority of dimensions.Finally, we give some suggestion about improving library service quality and raising readers’satisfaction.