A Study on Improving User Satisfaction through Internal Marketing of University Archives

Ku,, Y. , & Hong,, H. (2019). A Study on Improving User Satisfaction through Internal Marketing of University Archives. 한국비블리아학회지, 30(4), 235-254, https://doi.org/10.14699/kbiblia.2019.30.4.235

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Abstract

According to the development of information technology, the paradigm of the archives is shifting from preservation management of past records to use-oriented services. In this regard, this study is conducted an empirical study on the effect of internal marketing factors of university archives on the customer orientation of employees in order to improve organizational satisfaction for users of records information service. Based on the previous research, the delegation of authority, internal communication, management support, and training are established as factors of internal marketing, and the parameters for this are job satisfaction, organizational commitment, customer orientation as dependent variables, and We set up hypothesis between research variables and attempted an analysis through statistical system. In summary, each element of internal marketing showed significant results on job satisfaction and organizational commitment, and management support was most closely related to job satisfaction, organizational commitment, and customer orientation of university archive staff.

keywords: 대학기록관, 내부마케팅, 직무만족, 조직몰입, 고객지향성

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Article Contents

Vol.30 No.4

A Study on Improving User Satisfaction through Internal Marketing of University Archives

Abstract

한국비블리아학회지