A Study Of The Influence Of Public Library's User To User Interaction On Perceived Service Quality

In the field of service marketing,service quality is regarded as the most meaningful and hot issue.With the increasingly sever challenging,service industry regards perceived service quality as the key factor for the industry to seek development and breakthrough.More and more scholars have proved that user interaction,as a widespread phenomenon in the service industry,is an important factor affecting the perceived service quality of users.Some studies have proposed that the perceived service quality can be studied from the perspective of user interaction.As a traditional service industry,libraries are facing big challenges under the development of Internet and media technology.So,trying to improve the perceived service quality becomes a significant question in libraries.Currently,It is been proved that there is a lot of user interaction in libraries.Therefore,this study decides to select public libraries as the research object,conduct empirical analysis,explore the impact of user interaction on perceived service quality in public libraries,and hope to have a more in-depth study on this issue.Firstly,this study introduces the realistic and theoretical background of the research,indicates the importance of the research and main research techniques,contents and research framework in the research process.Based on literature related to the concepts of user interaction,perceived service quality and user compatibility,this paper constructs a theoretical model of how user interaction affects user perceived service quality in libraries,and puts forward the research hypothesis of this study.Secondly,this study gathered 399 effective data by questionnaire survey,and analyzed data by Amos and SPSS24.0.The results are as follows :(1)User interactive of public libraries has a great influence on the evaluation of perceived service quality.Among them,bad behavior is negatively correlated with perceived service quality evaluation,library environment and information control;Friendly behavior is positively correlated with perceived service qualityevaluation,library environment and information control.(2)User interaction of public libraries has an impact on user compatibility,bad behavior has a negative impact on user compatibility and friendly behavior has a positive impact on user compatibility.(3)User compatibility plays a part of intermediary role in the impact process of user interaction on perceived service quality in public libraries.User compatibility plays a part of intermediary role in the impact process of bad behavior on service perception,library environment and information control,and in the process of the influence of friendly behavior on service perception and library environment.Based on the results of empirical investigation,this study puts forward the following two suggestions for library management:Guide the behavior of user;Manage the compatibility of user and improve the quality of interaction.At the end of the article,study also explains deficiencies,and gives the foreground of the future study.