نقش تعدیل‌کننده درگیری مشتریان در خدمات بر رابطه ارزش ادراک‌شده و رضایتمندی با وفاداری مشتریان کتابخانه‌های عمومی (مطالعه موردی: کتابخانه‌های عمومی غرب کشور)

پژوهشنامه کتابداری و اطلاع رسانی

مقاله 10، دوره 5، شماره 1، تیر 1394، صفحه 221-234   

نوع مقاله: مقالات پژوهشی

شناسه دیجیتال (DOI): 10.22067/riis.v5i1.27502

نویسندگان

مریم کشوری^* ؛ احسان گرایی

دانشگاه شهید چمران

چکیده

هدف: این پژوهش به بررسی نقش تعدیل‌کننده درگیری مشتریان در خدمات ارائه‌شده توسط کتابخانه در رابطه میان ارزش ادراک‌شده و رضایتمندی با وفاداری مشتریان کتابخانه‌های عمومی غرب کشور می‌پردازد.
روش : جامعۀ آماری پژوهش را همۀ اعضای کتابخانه‎های عمومی غرب کشور تشکیل داده‌اند. داده‌ها با استفاده از پرسشنامه گردآوری و سپس با استفاده از نرم‎افزار اس‌پی‌اس‌اس ، و مدگراف تحلیل شدند. تجزیه‌وتحلیل نهایی روی 467 پرسشنامۀ بازگشتی انجام شد. در تجزیه‌وتحلیل داده‌ها از ضریب همبستگی پیرسون، و تحلیل رگرسیون سلسله مراتبی استفاده شد.
یافته‌ها: یافته‌های این پژوهش نشان داد درگیری مشتریان در خدمات کتابخانه، در هر دو سطح بالا و پائین، روی رابطه ارزش ادراک‌شده و وفاداری مشتریان اثرگذار بوده (0.05p

کلیدواژه‌ها

وفاداری مشتریان؛ کتابخانه‌های عمومی؛ درگیری مشتریان در خدمات؛ غرب کشور ایران

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