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The effect of Brand Association in Public Libraries on Customer Satisfaction and Loyalty in Public Libraries - Focused on the 20s

  • Journal of the Korean Society for Library and Information Science
  • 2022, 56(1), pp.321-345
  • DOI : 10.4275/KSLIS.2022.56.1.321
  • Publisher : 한국문헌정보학회
  • Research Area : Interdisciplinary Studies > Library and Information Science
  • Received : January 22, 2022
  • Accepted : February 21, 2022
  • Published : February 28, 2022

Seo JungSun 1 GIYEONG KIM 1

1연세대학교

Excellent Accredited

ABSTRACT

Public libraries have been facing new challenges as the number of channels providing information resources has been increasing due to information and communication technology development. The perception of public libraries of the general public is that they should continue to play a substantial role in information services. However, the libraries’ environments are changing, and the public’s needs are diversifying, so public libraries also need to differentiate themselves from other organizations that provide similar services. This paper proposes branding as a solution to create differentiation. The study conducted a questionnaire survey with Koreans in their 20s. A series of statistical tests with the survey data showed the impact of the brand association elements on customer satisfaction and brand loyalty and identified unique factors in public libraries. For example, Brand associations such as material-based services, benefits, and attitude affected both dependent variables. On the other hand, the non-product association such as space/place images did not. Based on these findings, we provided implications for introducing branding in public libraries.

Citation status

* References for papers published after 2023 are currently being built.