A Study on the Effect of Relationship Marketing of Libraries on the Quality of User Relationship and the Intention of Selective Behavior*
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In this study, by examining and understanding how the relationship marketing factors form a relationship for the user trust and satisfaction with the library users, and by examining how they affect the users’ intention to re-visit and word of mouth, it was intended to be meaningful in providing the useful basic data for utilizing them in the context of the library marketing strategy. This study conducted a survey with the public library users. Based on the results of the study, first, as the relationship factor increases, the reliability increases. Second, it was discovered that satisfaction increased as the professionalism factor and the relationship factor increased. Third, it was discovered that the higher the reliability and satisfaction factors, the higher the intention for word of mouth and the intention to revisit. Fourth, it was discovered that when the relationship orientation factor and the communication factor increased, the intention for word of mouth increased. Furthermore, it was discovered that when the users’ satisfaction with the library was high, it had an effect on intention to revisit and the intention for word of mouth.
Abstract
In this study, by examining and understanding how the relationship marketing factors form a relationship for the user trust and satisfaction with the library users, and by examining how they affect the users’ intention to re-visit and word of mouth, it was intended to be meaningful in providing the useful basic data for utilizing them in the context of the library marketing strategy. This study conducted a survey with the public library users. Based on the results of the study, first, as the relationship factor increases, the reliability increases. Second, it was discovered that satisfaction increased as the professionalism factor and the relationship factor increased. Third, it was discovered that the higher the reliability and satisfaction factors, the higher the intention for word of mouth and the intention to revisit. Fourth, it was discovered that when the relationship orientation factor and the communication factor increased, the intention for word of mouth increased. Furthermore, it was discovered that when the users’ satisfaction with the library was high, it had an effect on intention to revisit and the intention for word of mouth.
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