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- P-ISSN2466-2542
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도서관 디지털정보봉사서비스 마케팅 전략 - 실시간 정보봉사서비스(채팅을 통한 정보봉사서비스) 케이스를 통한 고찰 -
Library Digital Reference Services Marketing Strategies Based on the Case of Chat Reference Services
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초록
이 메일을 이용한 정보봉사는 가장 초기 형태의 디지털 정보봉사서비스로써 도서관분야에서 가장 초기에 발달되었었던 것이다. 그러나 이용자와 도서관 입장에서는 이러한 종류의 서비스가 전통적 방식의 정보봉사서비스와 비교 했을 때 여러 가지 취약점을 노출시켰던 것이 사실이다. 이러한 배경 하에서, 특정의 소프트웨어를 이용한 실시간의 정보봉사서비스가 제공되기 시작하였다. 이러한 실시간의 정보봉사서비스가 이 논문의 주관심사이다. 이 논문은 채팅을 통한 정보봉사서비스를 서비스 마케팅적 관점에서 다루며 서비스가 지니는 독특한 특성들과 서비스 품질이라는 개념을 바탕으로 하여 적절한 마케팅 전략을 제시하고자 하였다.
- keywords
- 채팅을 통한 정보봉사, 서비스 품질, 서비스마케팅 전략, Chat Reference Services, Service Quality, Services Marketing Strategies, Chat Reference Services, Service Quality, Services Marketing Strategies
Abstract
Reference services that use e-mail to receive reference questions and provide responses were developed as early digital reference services in the library field. However, librarians and users found that e-mail based reference services had some weak points when compared with traditional face-to-face reference services. As a result, libraries have started to create real-time reference services, which are similar to traditional face-to-face reference services through the use of synchronous chat software. Such chat reference services are focus of this paper. This paper approaches chat reference services as one of the services provided by libraries. Based on the understandings of the unique characteristics of services and the concept of “service quality”, this paper tries to suggest appropriate marketing strategies of chat reference services.
- keywords
- 채팅을 통한 정보봉사, 서비스 품질, 서비스마케팅 전략, Chat Reference Services, Service Quality, Services Marketing Strategies, Chat Reference Services, Service Quality, Services Marketing Strategies
참고문헌
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Joan Stahl and Diane Nester, “Online, Virtual, E-mail, Digital, Real Time: The Next Generation of Reference Services,” Art Documentation, Vol.20(2001), pp.26-30.
Mary Jo Bitner, Bernard H. Booms, & Mary Stanfield Tetreault, “The Service Encounter: Diagnosing Favorable and Unfavorable Incidents,” Journal of Marketing, Vol.54(1990, January), pp.71-84.
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