Journal of the Korean Society for Library and Information Science (한국문헌정보학회지)

Korean Society For Library And Information Science (한국문헌정보학회)
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An Empirical Study on the Word-of-mouth Marketing Effect by Managing Student Employees in University Libraries

대학도서관의 근로운영방식에 따른 근로학생 구전(口傳)마케팅 효과의 실증적 연구

  • 최윤희 (연세대학교 대학원 문헌정보학과) ;
  • 김기영 (연세대학교 문헌정보학과)
  • Received : 2014.07.15
  • Accepted : 2014.08.14
  • Published : 2014.08.30
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Abstract

As a follow-up of the study on the marketing effect of undergraduates' work experience in university libraries(Choi 2012), this study aims to identify differences in the library loyalty of student employees by the managerial characteristics of student employees and analyzes the loyalty of the acquaintances of the student employees to identify the word-of-mouth marketing effect by behavioral loyalty of student employees. Based on the results from the analyses, we discuss the possibility of the management of student employees as a marketing activities in university libraries to the whole undergraduate student.

본 연구는 대학도서관 근로경험에 따른 도서관 마케팅효과에 대한 연구(최윤희 2012)의 후속 연구로서, 대학도서관의 근로학생 운영 특성을 조직구조와 조직커뮤니케이션의 특성으로 구분하였을 때, 각 집단에 속한 근로경험자의 충성도 차이를 확인하였다. 또한 근로학생의 행동적 충성도로 나타나는 구전마케팅 효과를 파악하기 위해 근로경험자 지인의 충성도를 통계적으로 분석하였다. 이를 토대로, 대학도서관의 근로학생 운영이 대학 내 학생집단 전체를 대상으로 한 마케팅 활동으로서 가지는 의의를 논의하였다.

Keywords

References

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