顧客關係管理模式應用於公共圖書館書香宅急便服務之可行性研究--以台北市立圖書館為例

Abstract

公共圖書館面對多元化的資訊傳播媒體，如何在這競爭激烈的時代佔有一席之地，以滿足讀者多樣化的需求，是一直以來持續努力的目標。因此本研究汲取企業界顧客關係管理的理論，探討其實施顧客關係管理之成功因素及過程規劃，並選擇公共圖書館近幾年來所提供的創新服務－書香宅急便服務為研究範圍，深入探討將顧客關係管理模式應用於公共圖書館的書香宅急便服務是否可行，並進一步建議實施顧客關係管理的相關作法及規劃，以提升讀者的忠誠度及滿意度，進而創造公共圖書館的競爭優勢。 本研究以台北市立圖書館為研究個案，深度訪談台北市立圖書館處理「書香宅急便」業務的館員兩位，以瞭解目前書香宅急便服務的實施現況；並以立意抽樣的方式選擇頻繁的使用者九位，以瞭解讀者的使用經驗及潛在需求。研究結果發現，此服務實施後，會員使用的情況卻不如預期，150位會員中，使用過此服務的人數僅103人，使用過此服務達三次以上者所佔比例更低，僅有22人；而館員目前所遭遇的最大困難則在於處理宅配圖書的速度明顯變慢。分析使用者之特質，發現多數使用者居住於台北縣市，然而使用量較大的讀者則為離台北縣市中心較偏遠之地方，所借閱的圖書主題則以「兒童讀物」類居多，「文學類」其次。大多數使用者對於書香宅急便服務都有不錯的評價，卻也有許多期許及潛在需求，包括書香宅急便的作業流程及收費方面、館藏目錄系統方面、館藏借閱政策方面，以及館員服務方面。此外，研究也發現，館員與使用者意見產生了些許的認知落差值得注意。 評估將顧客關係管理導入書香宅急便服務的可行性，對圖書館及讀者而言，雖然需要耗費一些金錢、時間及人力成本，然而雙方卻都能獲得許多利益，因此可行性極高。然而依據訪談結果，若目前要將顧客關係管理模式運用於書香宅急便服務，仍有許多的努力空間。 最後本研究從顧客關係管理的角度出發，考量目前北市圖書香宅急便服務現況，針對資訊系統、組織作業流程管理以及館員方面提出具體建議，作為圖書館未來在改善書香宅急便服務或實施顧客關係管理的參考。The public library faces many kinds of information dissemination media, how to occupy a tiny space in this era with keen competition, improve service quality in order to satisfy readers’ different need is all the time continuously diligent goals. Therefore, this research draws the theory of Customer Relationship Management (CRM) to treat about the successful factor of CRM process, and chooses the creative service offered in recent years of public library - Book-Express service for research range, in order to explore if using CRM in Book-Express service is suitable. And the research tries to suggest the way of actualizing CRM to improve readers’ loyalty and satisfaction, and then create the competition advantage of the public library.. Taipei Public Library is chosen to be a case of study. Two Book-Express service librarians are interviewed to understand the present situation of Book-Express service, and nine users are interviewed to understand readers' use experience and potential demand. The result of study finds, after this service is implemented, but the situation which the member uses is not so good as expectancy, of 150 members, only 103 people of this service have used, it is lower to use this service to reach the proportion three or more times person, only have 22 people. The difficulties that librarians face are the speed of dealing with Book-Express is obviously slower. Analyzing users’ characteristics, we find most users inhabit in Taipei, but the readers using frequently inhabit in far away from the center of Taipei. The books theme borrowed is mostly the category of book for children, secondly literature. Most users all have good appraisal of Book-Express service, but also have a lot of hope and potential need, including Book-Express service work procedure and charge, catalogue system, loan policy, and librarian service. In addition, the study also finds, it is noteworthy that librarian and user's opinion have produced some cognitive drop. Assess the feasibility of using CRM into Book-Express service, for the library and readers, though they need to consume some money , time and manpower cost, but both sides can obtain a lot of interests , so feasibility is extremely high. According to interview result, if applying CRM to Book-Express service at present, there is a lot of diligent space. Finally this research proceeds from angle of CRM, consider the situation of Book-Express service at present, to the information system, organize the procedure management of the work and librarian respect to propose the concrete suggestion, in order to be regarded as the reference of the library while improving the Book-Express service or practicing CRM.