基于满意度和忠诚度的图书馆用户细分研究

Research on Library User Segmentation Based on Satisfaction and Loyalty

为从微观层次探索图书馆用户满意和忠诚之间关系的本质,本研究将用户满意分为非常满意、满意、不满意三个层次,将忠诚分为真实忠诚、虚假忠诚、潜在忠诚和不忠诚四种类型,采用K-均值聚类分析、交叉汇总分析等方法,基于满意程度和忠诚类型对用户进行细分。数据分析结果表明:尽管非常满意的用户与真实忠诚的用户存在强烈的对应关系,不满意的用户与不忠诚用户存在强烈的对应关系,但一般满意的用户与任何一种忠诚类型之间均不存在强烈的对应关系,且存在明显的"满意度陷阱现象",即声称对图书馆满意的用户中有一半的用户是不忠诚用户。图书馆应针对不同的用户类型,采用不同的忠诚提升策略。

In order to explore the essence of the relationship between library user satisfaction and loyalty from a micro level,this study divides user satisfaction into three levels:very satisfied,satisfied,and dissatisfied;loyalty is divided into four types:true loyalty,spurious loyalty,latent loyalty and no loyalty,and uses K-means cluster analysis,cross-aggregation analysis and other methods to subdivide users based on the satisfaction level and the loyalty types.The results of data analysis show that although there is a strong correspondence between very satisfied users and true loyal users,there is a strong correspondence between dissatisfied users and no loyal users,but there is no strong correspondence between generally satisfied users and any type of loyalty,and there is an obvious satisfaction trap phenomenon,that is,half of the users who claim to be satisfied with the library are no loyalty.Libraries should adopt different loyalty promotion strategies for different types of users.