Research On The Influence Of Service Quality Of University Libraries On The Relationship Quality

In the field of service marketing,relationship is regarded as the real driving factor of market competitive advantage and outstanding performance.Enterprises must improve their relationship quality variously to cultivate relationship with customers.Although library researchers have recognized the importance that maintaining relationships with the users can accelerate their loyalty,existing research results mainly focus on the discussion of the establishment and the management of the user relationship,not on the evaluation of relationship quality between library and users and the quality.This paper intends to build a quality assessment scale for university library to effectively evaluate the relationship level between library and users and the quality,and explore the impact mechanism of library service quality on the relationship quality,and provide permits for the library to improve the relationship quality.This study conducted 3 questionnaire surveys and a total of 843 valid samples were retrieved.The article includes three aspects:First,to build a University Library relationship quality evaluation scale.The item pool which included 34 items has be designed based on the relevant theoretical,and investigated in the users of the national university library.The article collected samples via pre survey(97 valid questionnaires)and formal survey(365 valid questionnaires),and used the discrimination analysis,correlation analysis,exploratory factor analysis and confirmatory factor analysis to purify items.Secondly,to discuss the impact mechanism of the university libraries service quality on the relationship quality.Based on the revelant theoretical basis,the model of the relationship between university library service quality and relationship quality was constructed and hypotheses were put forward.Integrated the mature library service quality scale with the above relationship quality scale to design the questionnaire,which was asked among users of national university library users.A total of 381 valid questionnaire were retrieved.Descriptive statistical analysis,reliability analysis,validity analysis and structural equation model analysis were used to test the model and hypothesis.Finally,the paper analyzed the library service status and concretely discussesed the influence of library service quality on the relationship quality by the use of quadrant analysis method.According to the analysis results,it proposed targeted improvement suggestions for improving the relationship between the university library and users.Research results:The scale of university library relationship quality is composed of 3 dimensions,which are satisfaction,trust and commitment,and 17 indicators.The 3 dimensions of the library services quality(service environment,information control and service personnel)have different positive influence on user satisfaction and trust.The service environment and information control have different positive effect on user commitment,and the service personnel has no impact on user commitment.Among them,the service environment has the greatest impact on the three dimensions of relationship quality.In the future,the library should particularly focus on the construction of environmental resources and improve the relationship between library and users.