基于服务接触理论的高校图书馆学科服务策略研究

摘要

The paper provides an overview of service encounter theory, analyzes encounter phenomena in 3 aspects of service or-ganization, service individual and service platform in university libraries’ subject service, discusses university libraries’ management strategies of service encounter, including 4 kinds of marketing promotion strategies of public service type, professional service type, re-ality service type, and virtual service type, brand innovation strategies, and failure recovering strategies curbed before, during and after service. Then it proposes strategies for quality improvement of service encounter.%概述了服务接触理论，通过对高校图书馆学科服务活动中服务组织、服务个体以及服务平台3个方面接触现象的分析，探讨了高校图书馆服务接触管理策略，包括大众服务型、专业服务型、现实服务型、虚拟服务型4种营销推广策略，品牌创新策略，事前、事中、事后3个控制阶段的失误补救策略，并提出了服务接触质量改进策略。