高校图书馆服务品牌内化的理论构建——基于扎根理论的探索

Theoretical Construction of University Library's Service Brand Internalization:An Exploration Based on Grounded Theory

本文通过对3所案例图书馆的扎根理论研究构建高校图书馆服务品牌内化的理论模型,从组织内化、转换机制和馆员内化3个维度综合考察了高校图书馆服务品牌内化的动因和表现,认为高校图书馆服务品牌内化是由图书馆组织内部构建起组织融贯的内化基础后,通过转换机制形成与馆员层面匹配与转化的选择集合,最终由馆员根据利益选择和群体意识对服务品牌形成内化的过程。

Based on the grounded theoretical research of three case libraries,this paper constructs the theoretical model of the internalization of university library service brand,and comprehensively investigates the motivation and performance of the internalization of university library service brand from three dimensions: organization internalization, conversion mechanism and librarian internalization.It is believed that the internalization of university library service brand is the basis of organizational coherence built within the library organization.Then over-conversion mechanism forms a set of choices matching and transforming with the level of librarians.Finally,librarians internalize the service brand according to their interests and group consciousness.