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An Empirical Study on the Word-of-mouth Marketing Effect by Managing Student Employees in University Libraries

Yoonhee Choi 1 Giyeong Kim 2

1연세대학교 대학원 문헌정보학과
2연세대학교

Accredited

ABSTRACT

As a follow-up of the study on the marketing effect of undergraduates’ work experience in university libraries(Choi 2012), this study aims to identify differences in the library loyalty of student employees by the managerial characteristics of student employees and analyzes the loyalty of the acquaintances of the student employees to identify the word-of-mouth marketing effect by behavioral loyalty of student employees. Based on the results from the analyses, we discuss the possibility of the management of student employees as a marketing activities in university libraries to the whole undergraduate student.

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