Study on the Benefit and Satisfaction of the Digital Experiential Marketing Strategy to a National Public Information Library
| Autor: | Han-Yu Jiang, 蔣涵宇 |
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| Rok vydání: | 2014 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 102 This research applied the strategic experiential modules theory and a particular tool for evaluating the service quality of a library LibQUAL+TM via objective and systematic method, choosing library users who have used the digital experiential zone as the study subject, to study the feeling, benefit and satisfaction through surveying and systematical analyzing processes. The results showed that the users found out the freshness of the air in the digital experiential zone made them feel comfortable, operating through finger touching was interesting, the interacting environment was relaxing and interacting learning was easy to understand. They were highly impressed by the zone. Regarding the experiential benefits, the superior academic library digital service benefit, multi-media visual contact design benefit and spatial beauty design benefit won the top three recognitions. As to the service satisfactions, the well-designed animation information, highly reliable accurate contents and favorable finger touching interaction were on the top. It also indicated that the user unsatisfied only to the service quality to the use of auxiliary solid products (molds) and evaluated other related to be moderately to highly satisfactory. Statistically analyzed results revealed that the higher the experiential recognition, the deeper the impression and greater the experiential benefit obtained. Also, the satisfaction of the digital experience to the users increased. In addition, the national public information library had provided the experiential service that satisfied the superior digital experience of the users. The results aimed to serve as a reference criteria for evaluating the experiential quality provided by the national public information library, and helped to set up a reliable experiential benefit system for the future managing design. They were expected to contribute to renew the highly impressed experiential managing design to the users. It is hoped that the future management emphasizes on developing the experiential benefit recognized by the users, adjusts the management based on users |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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