품질경영학회지 (Journal of Korean Society for Quality Management)

  • 제51권1호
  • /
  • Pages.19-36
  • /
  • 2023
  • /
  • 1229-1889(pISSN)
  • /
  • 2287-9005(eISSN)
한국품질경영학회 (Korean Society for Quality Management)
권호 표지
DOI QR코드

DOI QR Code

공공도서관의 서비스스케이프가 고객충성도에 미치는 영향에 관한 연구

A Study on the Effect of Public Library Service Scape on Customer Loyalty

  • 김영희 (숭실대학교 프로젝트경영학과) ;
  • 조동혁 (숭실대학교 경영학부)
  • Kim, Young Hee (Department of Project Management, Graduate School of Soongsil University) ;
  • Jo, Dong Hyuk (Department of Business Administration, Soongsil University)
  • 투고 : 2022.12.14
  • 심사 : 2023.01.19
  • 발행 : 2023.03.31
PDF 다운로드
⟨ 이전 논문 다음 논문 ⟩

초록

Purpose: The purpose of this study is to empirically verify the structural relationship between public library service-scape, flow, user satisfaction, and customer loyalty for adults who use public libraries for academic purposes in a changing public library environment. To this end, this study reviewed the concepts of public library service-scape, immersion, user satisfaction, and customer loyalty with existing literature, proposed a research model based on this, and empirically verified them. Methods: This study collected and statistically analyzed data for adults using public libraries for the purpose of reading books or studying. The collected data were checked using SPSS 24.0 and AMOS 24.0 and the research hypothesis was verified by analyzing the results using the structural equation modeling technique. Results: The results of the study are as follows. First, spatiality, aesthetics, and amenity of service-scapes have a positive effect on flow. Second, spatiality and amenity of service-scapes have a positive effect on user satisfaction. Third, Flow has a positive effect on user satisfaction. Fourth, Flow and user satisfaction have a positive effect on customer loyalty. Conclusion: This study is meaningful in that it suggests a strategic direction to enhance the service competitiveness of public libraries by strengthening the service-scape.

키워드

참고문헌

  1. Abimbola, T., Trueman, M., Iglesias, O., Liu, F., Li, J., Mizerski, D., & Soh, H. 2012. Self-congruity, brand attitude, and brand loyalty: a study on luxury brands. European Journal of Marketing 46(7/8):922-937. https://doi.org/10.1108/03090561211230098
  2. Anderson, R. E., & Srinivasan, S. S. 2003. E-satisfaction and eloyalty : A contingency framework. Psychology & Marketing 20(2):123-138. https://doi.org/10.1002/mar.10063
  3. Bitner. 1992. Servicescapes : The impact of physical surroundings on customers and employees. Journal of Marketing 56(2):57-71. https://doi.org/10.1177/002224299205600205
  4. Butcher. K., Sparks, B., & O'Callaghan, F. 2001. Evaluative and relational influences on service loyalty. International Journal of Service Industry Management 12(4):310-327. https://doi.org/10.1108/09564230110405253
  5. Byun, G. I., Lee, J. E., & Kim, K. J. 2014. Impact of servicescape including social environment on emotion responses and behavioral intention of customers: Focusing on coffee shops in Daegu city-center. Korean Journal of Hospitality and Tourism 23(1):101-123.
  6. Chio, H. M., & You, H. N. 2011. An exploratory study of relationships between servicescape in coffee shop, customers' brand attitude and brand loyalty. J Table & Food Coord 6:17-31.
  7. Cho, C. S. 2018. The influence of emotional labor on organizational commitment and job satisfaction of librarians working at public libraries. Journal of the Korean BIBLIA Society for Library and Information Science 29(2):109-126.
  8. Cho, S. B. 2002. The causal relationships of service environments, service quality, customer satisfaction, and repurchase intention in tourist hotel industry. The Structural Equation Model, Journal of Tourism Management Research 31(2):243-259.
  9. Choi, J. Y., & Kim, C. H. 2015. The Characteristic and the Role of the Community Library as a Community Center. Journal of Korea Planning Association 50(4):165-184. https://doi.org/10.17208/jkpa.2015.06.50.4.165
  10. Choi, M. H. 2017. The effect of space configuration factos of the public library upon the user satisfaction. Proceedings of the Academic Society of Global Business Administration 1:27-48.
  11. Choi, S. H., & Jeon, I. O. 2012. Impact of physical environment of exhibition on the experiences and visitors' satisfaction. The Journal of the Korea Contents Association 12(11):313-337. https://doi.org/10.5392/JKCA.2012.12.11.313
  12. Csikszentmihalyi, M. 1975. Beyond boredom and anxiety. SanFrancisco: Jossey-Bass Press.
  13. Fiore, A. M., & Kim, J. 2007. An integrative framework capturing periential and utilitarian shopping experience. International Journal of Retail & Distribution Management 35(6):421-442. https://doi.org/10.1108/09590550710750313
  14. Gremler & Brown. 1996. Service loyalty : its nature, importance, and implications. Quis Proceedings, 171-180.
  15. Han, J. E., & Nam, K. S. 2015. A Study on Analysis Indicators on the Servicescapes of Senior Welfare Facility. Korean Institute of Interior Design Journal 24(2):11-20. https://doi.org/10.14774/JKIID.2015.24.2.011
  16. Han, Y. J., & Lee, H. R. 2016. Effects of Employees' Emotional Response and Motivation according to Hotel's Servicescape on Service Provision Behavior. Journal of Foodservice Management 19(1):243-264.
  17. Heo, J. M., & Han, H. R. 2015. A servicescape elements applied to space configuration of special libraries: Focusing on corporate special libraries. AIDIA Journal 17(2):147-152.
  18. Jung, E. J. 2008. A Study of Servicescape Components in Elderly People Welfare Facilities. Journal of Social Work Practice 7:85-104.
  19. Kandampully, J., & Suhartanto, D. 2000. Customer loyalty in the hotel industry: the role of customer satisfaction and image. International Journal of Contemporary Hospitality Management 12(6):346-351. https://doi.org/10.1108/09596110010342559
  20. Kang, J. J. 2019. A Study on Architectural Spatial Composition According to the Functional Changes of Public Library. Journal of the Residential Environment Institute of Korea 17(4):167-179. https://doi.org/10.22313/reik.2019.17.4.167
  21. Kang, M. H., & Hong, H. J. 2012. An evaluation of importance of spatial factors in children's libraries. Journal of the Korean Society for Library and Information Science 46(2):219-243. https://doi.org/10.4275/KSLIS.2012.46.2.219
  22. Kim, D. S. 2006. A Study on LibQUAL+ application for service quality evaluation of university library. In Proceedings of the Korean Society for Information Management Conference (pp. 41-48). Korean Society for Information Management.
  23. Kim, E. J., & Cho, W. J. 2018. A Study on the Effect of Airscape on the Perceived value and relationship persistence intention. International Journal of Tourism Management and Sciences 33(7):239-257. https://doi.org/10.21719/IJTMS.33.7.13
  24. Kim, G. H., & Nam, Y. J. 2007. A study on influences of academic library service quality on the satisfaction and the loyalty of users. Journal of the Korean Society for Library and Information Science 41(2):135-159. https://doi.org/10.4275/KSLIS.2007.41.2.135
  25. Kim, H. H., & Park, J. H. 2019. The influence of space composition of university libraries on user satisfaction and continuance intention: Application of the servicescape. Journal of the Korean Society for Information Management 36(1):31-52. https://doi.org/10.37245/kjst.2019.05.55.31
  26. Kim, J. H., & Kim, T. S. 2009. A study on special library's user satisfaction with the library service quality evaluation. Journal of the Korean Society for Information Management 26(3):69-87. https://doi.org/10.3743/KOSIM.2009.26.3.069
  27. Kim, J. H., & Lee, S. H. 2005. A Study on the Changes in Space Constitution of the Public Library. Journal of the Architectural Institute of Korea 21(8):11-18.
  28. Kim, M. K., Park, M. C., Park, J. H., Kim, J., & Kim, E. 2018. The role of multidimensional switching barriers on the cognitive and affective satisfaction-loyalty link in mobile communication services: Coupling in moderating effects. Computers in Human Behavior 87:212-223. https://doi.org/10.1016/j.chb.2018.05.024
  29. Kim, S. 2008. A study on the user satisfaction and loyalty of university library users. Journal of the Korean Society for Library and Information Science 42(3):281-299. https://doi.org/10.4275/KSLIS.2008.42.3.281
  30. Kim, S. 2008. Constituents analysis of guidelines for public library space. Journal of the Korean Biblia Society for Library and Information Science 19(2):85-105.
  31. Kim, T. H., Son, E. Y., & Jang, Y. J. 2008. The impact of upscale restaurant physical environment on customers' emotional responses and behavioral intentions. Korean J Hospitality Administration 17(3):71-85.
  32. Kim, Y. S. 2002. A study on evaluating service quality in special libraries. Journal of the Korean Society for Information Management 19(3):161-188. https://doi.org/10.3743/KOSIM.2002.19.3.161
  33. Kim. G. S. 2018. The Effects of Servicescape of Food service on Customer commitment and Customer satisfaction. International Journal of Tourism Management and Sciences 33(7): 61-82.
  34. Krystallis, A., & Chrysochou, P. 2014. The effects of service brand dimensions on brand loyalty. Journal of Retailing and Consumer Services 21(2):139-147. https://doi.org/10.1016/j.jretconser.2013.07.009
  35. Lee, H. J., & Ryu, J. S. 2007. The effect of the servicescape on users' satisfaction in theme park. Journal of Tourism and Hospitality Research 21(2):5-18.
  36. Lee, J. S., & Park, M. J. 2005. The relationship among servicescape, emotional response and behavior intention in hotel restaurant. Journal of the Korea Service Management Society 6(2):105-128.
  37. Lee, S. 2013. Correlation between public library service user satisfaction and loyalty and moderator variables. Journal of the Korean BIBLIA Society for Library and Information Science 24(1):83-103. https://doi.org/10.14699/kbiblia.2013.24.1.083
  38. Lee, S. H., Lee, Y. K., & Lee, J. G. 2019. Effects of service value on attitude, and loyalty in food-service franchise. The Korean Journal of Franchise Management 10(3):13-23. https://doi.org/10.21871/KJFM.2019.9.10.3.13
  39. Lucas. 2003. The determinants and effects of slot servicescape satisfaction in a Las Vegas hotel casino. UNLV Gaming Research & Review Journal 7(1):1-19.
  40. Martensen & Gronholdt. 2003. Improving Library Users' Perceived Quality, Satisfaction and Loyalty: An Integrated Measurement and Manage-ment System. The Journal of Academic Librarianship 29(3):140-147. https://doi.org/10.1016/S0099-1333(03)00020-X
  41. Ministry of Culture, Sports and Tourism. 2020. Status of national cultural infrastructure.
  42. Morgan RM, & Hunt SD. 1994. The commitment-trust theory of relationship marketing. Journal of Marketing 58(3):20-38. https://doi.org/10.1177/002224299405800302
  43. Morrison, M., Gan, S., Dubelaar, C., & Oppewal, H. 2011. In-storemusic and aroma influences on shopper behavior and satisfaction. Journal of Business Research 64(6):558-564. https://doi.org/10.1016/j.jbusres.2010.06.006
  44. Oh, D. G. 2005. Influences of public library service quality on user satisfaction and loyalty. Journal of the Korean Society for Information Management 22(4):61-78. https://doi.org/10.3743/KOSIM.2005.22.4.061
  45. Oh, J. S. 2012. The effect of servicescape on patient satisfaction, patient trust, and revisit intention in hospital. Journal of the Korea Service Management Society 13(1):133-155. https://doi.org/10.15706/jksms.2012.13.1.006
  46. Oh, Y. J., & Lee, S. S. 2014. Relations among public library service quality, relationship quality, intention to revisit, and intention to shift. Journal of Social Science 25(3):33-55.
  47. Oliver, R. 1980. A Cognitive model of the antecedents and consequences of satisfaction decisions. Journal of Marketing Research 17(4), 460-469. https://doi.org/10.1177/002224378001700405
  48. Oliver, R. L. 1997. Satisfaction: A Behavioral Perspective on the Consumer, McGraw-Hil international Editions. 658.
  49. Oliver. 1999. Whence consumer loyalty?. The Journal of Marketing 63(4):33-44. https://doi.org/10.1177/00222429990634s105
  50. Reimer, A. & Kuehn, R. 2005. The impact of servicescape on quality perception. European Journal of Marketing 39(7):785-808.
  51. Seo, D. H., & Yoo, Y. J. 2017. The effects of servicescapes of the Korean restaurants on perceived value and customer satisfaction. The Journal of the Korea Contents Association 17(2):183-197. https://doi.org/10.5392/JKCA.2017.17.02.183
  52. Seo, J., & Kim, G. 2022. The effect of Brand Association in Public Libraries on Customer Satisfaction and Loyalty in Public Libraries-Focused on the 20s. Journal of the Korean Society for Library and Information Science 56(1):321-345.
  53. Shin, H. B., & Noh, D. J. 2019. A Study on the Effects of Public Library Senior User's Perception of Relational Benefits on the Relationship Quality and Intent to Relationship Continuity. Journal of the Korean BIBLIA Society for Library and Information Science 30(4):135-156.
  54. Valle, P., Silva, J., Mendes, J., & Guerio, M. 2006. Tourist satisfaction and destination loyalty intentions. International Journal of Business Sciences and Applied Management 1(1):25-44.
  55. Yang, S. P. 2021. The Influence of Servicescape, Flow, and Brand Image on the Satisfaction of Integrated Resort Visitors. International Journal of Tourism Management and Sciences 36(1):113-135. https://doi.org/10.21719/IJTMS.36.1.6
  56. Yang, S. Y., Kim, Y. T., & Kim, K. B. 2014. The influence of ski resort service scape on attitude of employees. Journal of Tourism Management Research 18(4):277-299.
  57. Yi, Y. J., & Kim, W. C. 1998. The influence of physical environment on service quality perception: A comparative study. Journal of Korean Marketing Association 13(1):61-86.
  58. You, Y. K. 2005. A study on satisfaction of the academic library user service. Journal of Korean Library and Information Science Society 36(3):189-211.
  59. Zeithaml, V. A., & Bitner, M, J. 2000. Services Marketing: Integrating Customer Focus across the Firm. 2nd Edition, McGraw-Hill, Boston.