Page 99 - Journal of Library Science in China 2020 Vol.46

098 Journal of Library Science in China, Vol.12, 2020

communities in Utah, USA, and found that the willingness of rural residents aged 60 and older to
remain in their communities was largely dependent on the quality of local services (Erickson, Call,
& Brown, 2012). According to Bandura, a representative scholar of social learning theory, “human
thoughts, feelings, and behaviours are influenced both by direct experience and by observation.
People can learn vicariously by observing the behaviour exhibited by others and its consequences”.
(Bandura, 1978) According to this theory, superior services will develop a good reputation, which
will lead more “observational learners” to associate with public services and form a rational
evaluation based on civic responsibility and identity. On these grounds, we proposed the first
hypothesis as follows.

Hypothesis 1 (H1). The quality of products (services) significantly affects the recognition of CBP from
rural residents.

In the area of regional public service governance, the presence of governmental awareness and
departmental roles can influence the public ethics and service consciousness of some staff (J. L.
LI & YU, 2010), and the “stereotypical” impressions and “bureaucratic” style of governmental
departments often influence residents’ judgments about public service satisfaction (HE et al.,
2006). Aldana, Piechulek, and Al-Sabir analyzed data from a survey of 1,913 farmers in rural
Bangladesh who had received care from a government health facility and concluded that the
behaviour of service providers (especially respect and courtesy) was more important than technical
competence (Aldana, Piechulek, & Al-Sabir, 2001). Accordingly, we proposed the second
hypothesis as follows.

Hypothesis 2 (H2). The service attitude of CBP’s staff significantly affects the recognition from rural
residents.

Consumers usually consume and experience in tangible scenes, judging the quality of public
services based on their various tangible elements (Bitner, 1992). Therefore, outdoor factors such
as site selection, architectural style, parking difficulty, and display windows and indoor factors
such as flooring, lighting, sound, aisle width, and product layout design have an important impact
on the service environment (Turley & Milliman, 2000; M. LI, Q. H. MA, & X. Y. ZHAO, 2013).
And the quality of the service environment can directly affect consumers’ emotional feelings
and willingness to consume. Taking sports venues as an example, the tone of ground and facility
equipment should be in harmony with the surrounding natural environment, which will create
an emotional experience of excitement and beauty for sports activists (YI & YUAN, 2014).
Accordingly, we proposed the third hypothesis as follows.

Hypothesis 3 (H3). The site environment of CBP significantly affects the recognition from rural residents.