Journal of the Korean Society for information Management (정보관리학회지)

Korean Society for Information Management (한국정보관리학회)
권호 표지
DOI QR코드

DOI QR Code

A Study on the Effect of University Library User's Sense of Community on User Satisfaction and Loyalty

대학도서관 이용자의 공동체의식이 이용자 만족도 및 충성도에 미치는 영향 연구

  • 노효진 (전남대학교 문헌정보학과 대학원) ;
  • 장우권 (전남대학교 문헌정보학과)
  • Received : 2019.02.17
  • Accepted : 2019.03.14
  • Published : 2019.03.30
Download PDF
⟨ Previous Next ⟩

Abstract

This study measures and analyzes the university library user's sense of community, service quality assessment, user satisfaction and loyalty. In addition, the effect of the university library user's sense of community on university library user satisfaction and loyalty mediated by the assessment of the quality of service is investigated. On the basis of study result, to improve user satisfaction and user loyalty, the direction and implications of library development are presented. In order to achieve the purpose of the study, precedent research and literature were investigated, and the study model and hypothesis were established based on theoretical background. In order to verify the hypothesis, a total of 300 questionnaires were distributed to subject who had experience using the Central Library among undergraduate students at the C National University, and the final 282 sample was used for analysis. To analyze the differences depending on the general characteristics of the samples, It is the result of an independent sample t-test and one-way ANOVA. The results of the mediated effects analysis using the PROCESS macro-programs models 4 and 6 of Hayes for hypothesis testing are as follows. First, The university library user's sense of community (Service Benefits Perception and Satisfaction, Mutual sense of influence) effect the user satisfaction of university library mediated by service quality assessment at statistical significance. This showed that the higher the university library user's sense of community, the higher the service quality assessment, and the higher the user satisfaction level of university library. Second, The university library user's sense of community (Service Benefits Perception and Satisfaction, Mutual sense of influence) effect the user loyalty of university library mediated by service quality assessment and user satisfaction. This showed that the higher the university library user's sense of community, the higher the service quality assessment, the higher user satisfaction level of university library and the higher the user loyalty level of university library. The results of this study showed that the university library user's sense of community has a direct and indirect effect on enhancing user satisfaction and loyalty through the service quality assessment.

이 연구의 목적은 대학도서관 이용자의 공동체의식과 대학도서관 서비스품질 평가, 이용자만족도 및 충성도를 측정 및 분석하여 대학도서관 이용자의 공동체의식이 이용자만족도 및 충성도에 미치는 영향 관계를 규명하고자 한다. 이를 위해 연구모형과 연구가설을 설정하였다. 가설 검증을 위하여 J대학교 중앙도서관을 이용한 경험이 있는 학생들을 대상으로 최종 282부의 유효표본을 분석에 사용하였다. 측정변수들의 평균값을 기술통계량으로 분석하였으며, 가설 검증을 위해 Hayes의 PROCESS macro프로그램 모형 4번과 6번을 사용하여 매개효과분석을 실시하였다. 이 연구의 결과, 1) 대학도서관 이용자의 공동체의식은 대학도서관 서비스 품질평가에 따라 이용자만족도에 유의한 영향을 미치는 것으로 나타났다. 대학도서관 이용자의 공동체의식을 구성하는 요소인 서비스 혜택 지각 및 충족감, 상호영향의식이 통계적 유의수준 하에서 서비스 품질평가에 정(+)의 영향을 미치며, 이를 매개로 이용자만족도에 정(+)의 영향을 미치는 것으로 나타나, 대학도서관 이용자의 공동체의식이 높을수록 서비스 품질평가가 높으며, 이를 통해 이용자만족도가 높아진다는 것을 알 수 있었다. 2) 대학도서관 이용자의 공동체의식은 대학도서관 서비스 품질평가와 이용자만족도에 따라 이용자충성도에 유의한 영향을 미치는 것으로 나타났다. 대학도서관 이용자의 공동체의식을 구성하는 요소인 서비스 혜택 지각 및 충족감, 상호영향의식이 서비스 품질평가를 매개로 이용자만족도에 통계적으로 유의한 영향을 미치고(가설1), 이용자만족도를 매개로 통계적 유의수준 하에서 이용자충성도에 정(+)의 영향을 미치는 것으로 나타났다. 따라서, 대학도서관 이용자의 공동체의식이 높을수록 서비스 품질평가가 높고, 이용자만족도가 높아지며, 이를 통해 이용자충성도가 높아진다는 것을 확인할 수 있었다.

Keywords

JBGRBQ_2019_v36n1_137_f0001.png 이미지

<그림 1> 연구모형

JBGRBQ_2019_v36n1_137_f0002.png 이미지

<그림 2> 가설 검증 결과 요약 모형

<표 1> 연구자별 공동체와 공동체의식 개념 정의

JBGRBQ_2019_v36n1_137_t0001.png 이미지

<표 2> 각 변수의 측정항목 및 설문의 구성

JBGRBQ_2019_v36n1_137_t0002.png 이미지

<표 3> 서비스 품질평가에 대한 기술통계량 분석

JBGRBQ_2019_v36n1_137_t0003.png 이미지

<표 4> 서비스 혜택 지각 및 충족감와 이용자만족도 간의 관계에서 서비스 품질평가에 따른 영향 가능성 분석

JBGRBQ_2019_v36n1_137_t0004.png 이미지

<표 5> 서비스 헤택지각 및 충족감이 서비스 품질평가에 따라 이용자만족도에 미치는 간접효과

JBGRBQ_2019_v36n1_137_t0005.png 이미지

<표 6> 상호영향의식과 이용자만족도 간의 관계에서 서비스 품질평가에 따른 영향 가능성 분석

JBGRBQ_2019_v36n1_137_t0006.png 이미지

<표 7> 상호영향의식이 서비스 품질평가에 따라 이용자만족도에 미치는 간접효과

JBGRBQ_2019_v36n1_137_t0007.png 이미지

<표 8> 서비스 혜택 지각 및 충족감와 이용자충성도 간의 관계에서 서비스 품질평가와 이용자만족도에 따른 영향 가능성 분석

JBGRBQ_2019_v36n1_137_t0008.png 이미지

<표 9> 서비스 혜택 지각 및 충족감이 서비스 품질평가와 이용자만족도에 따라 이용자충성도에 미치는 간접효과

JBGRBQ_2019_v36n1_137_t0009.png 이미지

<표 10> 상호영향의식과 이용자충성도 간의 관계에서 서비스 품질평가와 이용자만족도에 따른 영향 가능성 분석

JBGRBQ_2019_v36n1_137_t0010.png 이미지

<표 11> 상호영향의식이 서비스 품질평가와 이용자만족도를 매개로 이용자충성도에 미치는 간접효과

JBGRBQ_2019_v36n1_137_t0011.png 이미지

References

  1. Ko, Young-Man, Pyo, Soon Hee, Shim, Wonsik, Hwang, Uk, & Chung, Hye-Kyung (2014). A study on the effects of users' use patterns and their recognition of service benefits on the value assessments of university library services. Journal of the Korean Society for Library and Information Science Society, 48(1), 329-343. https://doi.org/10.4275/kslis.2014.48.1.329
  2. Ko, Eun-Jeong, Lee, Gyeong-Huan, & Ahn, Gun-Hyuk (2006). Effects of changes in pedestrian environment on the sense of community by the wall removal project: Focused on the case of siheung 3-dong, Seoul. Journal of the Urban Design Institute of Korea Urban Design, 7(4), 77-86.
  3. Gwahk, Yun-Jeong (2007). A study on relationship between service quality, user satisfaction and re-use in the university library. Master's Thesis, Graduate School of Chungnam National University, Dept. of Library and Information Science.
  4. Gwon, Han-Jo, Baik, Un-Il, & Jung, Hye-Lyun (2011). A study on the relationship marketing of the five-star hotel bars: Focusing on the relationship benefit influencing the quality evaluation and relationship retention intention. Journal of Hotel & Resort, 10(2), 205-225.
  5. Kim, Kyung-Jun (1998). A study on the residents' sense of community in Korea. Ph.D. dissertation, School of Seoul National University, Dept. of Rural Social Education.
  6. Kim, Gyu-Hwan, & Nam, Young-Joon (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 Society, 41(2), 135-159. https://doi.org/10.4275/kslis.2007.41.2.135
  7. Kim, Dong-Suk (2005). A study on the service quality evaluation of university library applying the LibQUAL+. Master's Thesis, School of Ewha Womans University, Dept. of Library and Information Science.
  8. Kim, Sun-Ae (2006). A study on customer satisfaction framework for public library services. Journal of Korean Library and Information Science Society, 37(3), 193-208.
  9. Kim, Sun-Ae (2008). A study on the user satisfaction and loyalty of university library users. Journal of the Korean Society for Library and Information Science Society, 42(3), 281-299. https://doi.org/10.4275/kslis.2008.42.3.281
  10. Kim, Chung-Koo, & Lee, Ji-Un (2009). The effect of the supporting services of brand community on the markers of community, community loyalty and company brand loyalty: Focusing on online music brand communities. Journal of Consumer Studies, 20(4), 187-214.
  11. Kim, Chul-Ho (2013). The relationship among interactivity, sense of belonging, satisfaction, and the intention to reduce negative WOM: Focused on e-Learning. Journal of Institute for Social Sciences, 24(1), 235-255. https://doi.org/10.16881/jss.2013.01.24.1.235
  12. Kim, Tae-Goo, & Kim, Woo-Gon (2011). Others: Testing the determinants of cruise lines passengers' loyalty: Customer equity drivers. Journal of Hospitality & Tourism, 13(3), 282-300.
  13. Nam, Min-Jung, Moon, Hae-Bin, & Cho, Min-Ho (2015). The impact of female customer's hotel relationship equity on customer satisfaction and relationship continuity intention. Korean Journal of Hospitality & Tourism, 24(2), 83-98.
  14. Ryu, Sung-Don, Cho, Sung-Kyun, Kim, Jong-Kyung, & Cha, Myong-Hwan (2010). A study of the effect of Taekwondo Gym's the organization-public relationships on the customer's evaluation of the service quality. Journal of Martial Arts, 4(2), 35-57.
  15. Moon, Jun-Yean, & Choi, Ji-Hoon (2003). Relationships among participation motives in virtual community, sense of community, loyalty and purchase intention. Information Systems Review, 5(2), 71-90.
  16. Min, Yang-Ki, & Lee, Yoon-Sub (2011). The effects of relational benefits on customer satisfaction and customer loyalty in the travel agency. Northeast Asia Tourism Research, 7(3), 137-159.
  17. Min, Yoon-Kyung, & Jeong, Dong-Youl (2016). A study on the evaluation of service quality and importance-performance analysis in research libraries. Journal of the Korean Society for Library and Information Science Society, 50(1), 209-233. https://doi.org/10.4275/kslis.2016.50.1.209
  18. Park, Sang-Hoo (2006). Influence of service quality on the user satisfaction and loyalty of a university library. Master's Thesis, school of Keimyung University, Dept. of Library and Information Science.
  19. Park, Sang-Hoo, & Oh, Dong-Geun (2007). Customer satisfaction and loyalty of academic library users based on their perceptions of library service quality. Journal of Information Science Theory and Practice, 38(2), 105-126.
  20. Park, Chan-Sook (2002). Research for evaluation of customer's satisfaction in college library. Master's Thesis, School of Yonsei University, Dept. of Business Administration.
  21. Park, Hee-Sung (1999). The effect of sense of virtual community on customer loyalty in the electronic market place. Master's Thesis, School of Busan National University, Dept. of Library and Information Science.
  22. Paik, Hang-Ki (2000). Performance measurement of university libraries in Korea: focusing on components of service quality and customer. Ph.D. dissertation, School of Sung Kyun Kwan University, Dept. of Library and Information Science.
  23. Paik, Hang-Ki, & Lee, Eun-Cheol (2000). The factor analysis of service quality components in university libraries. Journal of the Korean Society for Library and Information Science Society, 34(4), 5-26.
  24. Suh, Mun-Shik, & Kim, Yu-Kyung (2003). A study on the effect of sense of community on the brand community identification and brand attitude in online brand community. Journal of Marketing Management Research, 8(2), 49-77.
  25. Suh, Chang-Juck, & Kwon, Yeong-Hoon (1999). A study on the dual approach of quality factor affecting on customer satisfaction. Proceedings of the Korean Society for Quality Management, 1, 239-256.
  26. Oh, Dong-Geun (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
  27. You, Yang-Keun (2005). A study on satisfaction of the academic library user service. Journal of Korean Library and Information Science Society, 36(3), 189-211.
  28. Lee, Ra-Youg (2009). A sense of community and its relationship with exterior spatial composition in apartment complex. Ph.D. dissertation, School of Chonnam National University, Dept. of Architecture Engineering.
  29. Lee, Moon-Kyu (1999). A study on the determinants of service loyalty. Journal of Korean Marketing Association, 14(1), 21-45.
  30. Lee, Byung-Hwi (2003). Influences of satisfaction and behavioral reaction of loyalty on service quality: Focus on the moderating effect of personal characteristics on cellular phone user. Ph.D. dissertation, School of Yonsei University, Dept. of Business Administration.
  31. Lee, Sang Bok (1998). A study on evaluation and measures fo user-based service quality for libraries. Journal of the Korean Society for Library and Information Science, 32(3), 265-280.
  32. Yi, You-Jae, Kim, Ju-Young, & Kim, Jae-Il (1996). The current status of service industry and service quality. Journal of Consumer Studies, 7(2), 129-157.
  33. Lee, Hong-Kyu, Lee, Yang-Hee, Song, Sung-Jin, & Oh, Chang-Ho (2014). The impact of customer's participation behavior on psychological ownership and service satisfaction at hotel restaurant. Journal of Hospitality and Tourism Studies, 16(1), 222-237.
  34. Cha, Sung-Jong (2011). A study on the user satisfaction of public library users in Korea. Journal of the Korean Society for Information Management, 28(1), 285-308. https://doi.org/10.3743/kosim.2011.28.1.285
  35. Hong, Hyun-Jin (2005). A review of studies on the quality evaluation of library information service. Journal of Korean Library and Information Science Society, 36(2), 93-120.
  36. Hwang, Eun-Hee (2009). A study on the impact of online game community characteristics and interactivity on user satisfaction. Master' Thesis, School of Yeungnam University, Dept. of Business Administration.
  37. Butcher, K., Sparks, B., & O'Callaghan, Frances (2001). Evaluative and relational influences on service loyalty. International Journal of Service Industry Management, 12(4), 310-327. https://doi.org/10.1108/09564230110405253
  38. Chen, T. S., Chen, R. C., & Chang, T. Y. (2004). A research to increase users' satisfaction and loyalty based on the customer satisfaction index: A case study on the national taichung institute of technology's library. Digital Libraries: International Collaboration and Cross-Fertilization. https://doi.org/10.1007/978-3-540-30544-6_66
  39. Cronin, J. J. Jr., & Taylor, S. A. (1992). Measuring service quality: A reexamination and extension. Journal of Marketing, 56(3), 55-68. https://doi.org/10.1177/002224299205600106
  40. Crosby, L. A., & Stephens, N. (1987). Effects of relationship marketing on satisfaction, retention, and prices in the life insurance industry. Journal of marketing Research, 24(4), 404-411. https://doi.org/10.2307/3151388
  41. Elliott, K. (1995). A comparison of alternative measures of service quality. Journal of Customer Service in Marketing and Management, 1(1), 33-44. https://doi.org/10.1300/J127v01n01_04
  42. Hebert, F. (1994). Service quality: An unobtrusive investigation of interlibrary loan in large public libraries in Canada. Library & Information Science Research, 16(1), 3-21. https://doi.org/10.1016/0740-8188(94)90039-6
  43. Heinrichs, J. H., Sharkey, T., & Lim, J. S. (2005). Relative influence of the LibQUAL+TM dimensions on satisfaction: A subgroup analysis. College & Research Libraries, 66(3), 248-265. https://doi.org/10.5860/crl.66.3.248
  44. Hunt, H. K., & Lundstrom, W. J. (1978). Conceptualization and measurement of consumer satisfaction and dissatisfaction. Journal of Marketing Research, 15(1).
  45. Jones, T. O., & Sasser W. E. (1995). Why satisfied customers defect. Harvard Business Review, 73(6), 87-99.
  46. Llosa, S., Chandon, J. L., & Orsingher, C. (1998). An empirical study of servqual's dimensionality. Services Industries Journal, 18(2), 16-44. https://doi.org/10.1080/02642069800000017
  47. Martensen, A., & Gronholdt, L. (2003). Improving library users' perceived quality, satisfaction and loyalty: An integrated measurement and management system. The Journal of Academic Librarianship, 29(3), 140-147. https://doi.org/10.1016/S0099-1333(03)00020-X
  48. McMillan, D. W., & Chavis, D. M. (1986). Sense of community: A definition and theory. Journal of Community Psychology, 14(1), 6-23. https://doi.org/10.1002/1520-6629(198601)14:1<6::AID-JCOP2290140103>3.0.CO;2-I
  49. Oliver, R. L. (1981). Measurement and evaluation of satisfaction process in retail settings. Journal of Retailing, 57(3), 25-48.
  50. Oliver, R. L. (2014). Satisfaction: A behavioral perspective on the consumer. 2nd ed, Boston: Routledge.
  51. Parasuraman, A., Zeithamal, V. A., & Berry, L. L. (1985). A conceptual model of service quality an its implication for future research. Journal of Retailing, 49(fall), 41-50.
  52. Sharpe, M. E. (1996). The loyalty effect: The hidden force behind growth, profits, and lasting value: Frederick F. Reichheld. Challenge, 39(6).
  53. Taylor, S. A., & Baker, T. L. (1994). An assessment of the relationship between service quality and customer satisfaction in the formation of consumers' purchase intentions. Journal of Retailing, 70(2), 3-44.
  54. Woodside, A., Frey, L., & Daly, R. (1989). Linking service quality, customer satisfaction and behavioral intention. Journal of Health Cate Marketing, 9(4), 5-17.
  55. Yang, C. C., Chen, P. S., & Chien, Y. H. (2014). Customer expertise, affective commitment, customer participation, and loyalty in B&B services. International Journal of Organizational Innovation, 6(4), 174-183.