Complaining Intentions and Its Antecedents of Academic Library Users

오동근

Abstract

This study is to investigate extensively the complaint responses of the academic library users, with a special regard to those in Daegu Metropolitan City and in Kyungpook Province. It selects and analyzes empirically some of the antecedents of the complaining intentions including perceived severity of dissatisfaction, perception of free use, attitude toward complaining, cost of the complaining, likelihood of success, product/service importance, external attributions and loyalty; and complaint intentions including exit intention, voice(redress seeking) intention, negative word-of-mouth intention and third party complaints intention, of the academic library users, based on the theoretical backgrounds. Final data through questionnaires are obtained from 582 unsatisfied academic library users in 5 universities in those areas, 542 of them analysed with SPSS 11.0 for Windows.

keywords: Academic Library Users, Consumer Complaining Intentions, Library and Information Center Management - Marketing, User Study, 대학도서관, 무료이용지각, 부정적 구전의도, 불만족의 강도, 불평의도, 이용중단의도, 제3자를 통한 불평의도, 항의의도, Academic Library Users, Consumer Complaining Intentions, Library and Information Center Management - Marketing, User Study

바로가기메뉴

Journal of Korean Library and Information Science Society

Article Contents

Vol.33 No.4

Complaining Intentions and Its Antecedents of Academic Library Users

Abstract

Journal of Korean Library and Information Science Society