مطالعه میزان وفاداری و عوامل مؤثر بر آن در مراجعه‌کنندگان کتابخانه‌های سازمان فرهنگی هنری شهرداری تهران

نوع مقاله : مقاله پژوهشی

نویسندگان

1 گروه علم اطلاعات و دانش‌شناسی، دانشگاه قم، قم، ایران

2 کارشناسی ارشد، علم اطلاعات و دانش‌شناسی، دانشگاه قم، قم، ایران

چکیده
هدف: مراجعه‌کنندگان به کتابخانه‌ها به‌عنوان سازمان‌های غیرانتفاعی از جمله سرمایه‌هایی اصلی آنها هستند، این پژوهش با هدف مطالعه میزان وفاداری و عوامل مؤثر بر آن در مراجعه‌کنندگان کتابخانه‌های سازمان فرهنگی هنری شهرداری تهران صورت گرفت.
روش: پژوهش حاضر، کاربردی و با استفاده از روش پیمایشی-توصیفی صورت گرفت. جامعه آماری تحقیق حاضر کلیه مراجعه‌کنندگان به کتابخانه‌های شهرداری است که از آن‌ها نمونه‌گیری به‌عمل‌آمده است. برای تدوین مبانی نظری از روش کتابخانه‌ای و داده‌ها با استفاده از پرسش‌نامه وفاداری مشتری راندل تیل (2004) گردآوری شد. برای توصیف داده‌ها از آمار توصیفی و برای تبیین رابطه بین مؤلفه­ها از ضریب همبستگی پیرسون استفاده شد.
یافته‌ها: یافته‌ها نشان داد که وفاداری مراجعه‌کنندگان به کتابخانه‌های سازمان فرهنگی هنری شهرداری تهران کمتر از حد متوسط است و بین نگرش وفادارانه، توانایی و ویژگی‌های شخصیتی و رفتار، خدمات جانبی کتابخانه، سودمندی مجموعه کتابخانه و وفاداری نسبت به کتابخانه، سوابق تمدید و مدت عضویت ارتباط معناداری وجود دارد.
نتیجه‌گیری: وفاداری پایین مراجعهکنندگان به کتابخانه‌های سازمان فرهنگی هنری شهرداری تهران نشان می‌دهد که این مسأله نیازمند بازنگری در شیوه‌های اطلاع‌رسانی، کیفیت خدمات و انطباق آن‌ها با نیازهای کاربران است. راهکارهایی مانند استفاده از فناوری اطلاعات، ارائه خدمات متناسب با گروه‌های مختلف کاربران، برگزاری کارگاه‌های آموزشی، توانمندسازی کتابداران و ارائه مشوق‌های عضویت می‌تواند در افزایش وفاداری مؤثر باشد. در نهایت، با اتخاذ رویکردی مشتری‌محور و پایش مستمر بازخوردها، می‌توان رضایت کاربران را افزایش داد و تعامل بلندمدت آن‌ها با کتابخانه را تقویت کرد.

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