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Journal of Korean Library and Information Science Society

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Vol.44 No.1
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Public Library Service Positioning Strategy

Journal of Korean Library and Information Science Society / Journal of Korean Library and Information Science Society, (P)2466-2542;
2013, v.44 no.1, pp.279-303
https://doi.org/10.16981/kliss.44.1.201303.279

(2013). Public Library Service Positioning Strategy. Journal of Korean Library and Information Science Society, 44(1), 279-303, https://doi.org/10.16981/kliss.44.1.201303.279
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Abstract

The purpose of this study is to suggest public library service positioning strategies for the segmented markets according to public library service users’ loyalty. To achieve the study purpose, this study conducted interview with public library users. Qualitative method was utilized to analyze the data. The following public library service positioning strategies for the both segmented groups were suggested: 1) expanding of bookmobile service and utilization of shuttle bus, 2) regular and systematic user study, 3) diversification of public library service promotion methods, 4) user survey, 5) internal marketing, 6) increasing environmental quality of public library services, and 7) provision of reading programs for preschoolers, students, and their parents.

keywords
Public library service, Public library service positioning strategy, Public library user loyalty, Public library user market segmentation, 공공도서관서비스, 공공도서관서비스 포지셔닝전략, 공공도서관 이용자충성도, 공공도서관 서비스이용자 시장세분화

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