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高水平满意度不一定就会导致高水平忠诚度,其间存在着高满意度、低忠诚度现象,这就是所谓的“满意度陷阱”。从读者满意与忠诚的内涵及其重要性入手,运用双因素理论,以读者心理和行为研究的视角,对这一现象的成因进行分析。将稳抓保健因素、开发激励因素作为读者服务工作的突破点,并就如何避免满意度陷阱、提高高校图书馆读者忠诚度提出几点建议。
High level of satisfaction does not necessarily lead to a high level of loyalty, there is a high degree of satisfaction, low loyalty phenomenon, which is the so-called “satisfaction trap ”. Starting from the content and importance of readers’ satisfaction and loyalty, this paper analyzes the causes of this phenomenon from the perspective of reader psychology and behavior research by using two-factor theory. We will take care of the factors of health care and the motivation of development as the breakthrough points of readers ’service, and make some suggestions on how to avoid the trap of satisfaction and improve the readers’ loyalty of university library.