Journal of the Korean Society for Library and Information Science
- P-ISSN1225-598X
- E-ISSN2982-6292
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The effect of Brand Association in Public Libraries on Customer Satisfaction and Loyalty in Public Libraries - Focused on the 20s
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.
- keywords
- 공공도서관, 공공도서관 브랜드, 브랜드 마케팅, 브랜드 연상, Public Library, Public Library Brand, Brand Marketing, Brand Association
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