关系营销理论在读者服务中的应用

本文将关系营销理论引入图书馆读者服务工作中,探讨了如何与读者建立长期良好的互动关系,基于服务质量和关系质量理论;提出了图书馆服务过程中的读者关系营销模式,并从读者体验营销、读者精益化服务、面向读者的服务补救、读者关系管理等方面提出了图书馆读者关系营销的具体措施.

Application of Relationship Marketing Theory in the Reader Service

Citing the relationship marketing theory during the library reader service,the thesis researches on how to build up the long-term interactive relationship.It states that the relationship marketing mode,based on the relationship quality and service quality theory.And it points out the measures from four aspects,such as the experience marketing,lean service,service recovery and reader relationship management.