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Public Library Service Positioning Strategy  

Lee, Seongsin (경북대학교 문헌정보학과)
Publication Information
Journal of Korean Library and Information Science Society / v.44, no.1, 2013 , pp. 279-303 More about this Journal
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;
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