초록

Abstract

The purpose of this conceptual paper is to identify the library services market and its characteristics versus the common commodity market so that marketing and management in library services can be more fruitful in terms of research and development. Based on the developed hypothetical market, a library services market is identified; the market is then characterized in comparison to the common commodity market using three theoretical characteristics of the library services market: indirect exchange, limited competition, and time-lagging exchange. Based on these characteristics, two possible research directions are suggested: development of goals for library management and consideration of applications in library marketing.

초록

본 연구는 근래 국내 대학도서관에서 도입이 가시화되고 있는 주제전문서비스를 마케팅의 한 분야인 고객관계관리(Customer Relationship Management: CRM)의 관점에서 살펴보고, 실제로 이 서비스가 대학도서관의 이용자, 특히 교수진들과의 관계에서 수행하는 역할과 이를 통한 마케팅의 효과를 알아보는 것을 그 목적으로 한다. 이를 위해 본 연구는 서비스의 실무자인 주제전문사서들과의 포커스 그룹 인터뷰와 서비스 대상자인 교수이용자와의 개별 심층 면접법을 실시하였으며, 또한 대학도서관의 교수이용자와의 관계의 유지 및 심화를 위한 주제전문사서의 요건을 함께 논의하였다. 본 연구는 주제전문서비스의 목적과 특성을 이용자 및 CRM의 관점에서 논의하였다는 데에 그 의의가 있다.

Abstract

In this research, we attempt to discuss about the subject reference service from a marketing point of view, especially from a perspective of customer relationship management(CRM), and examine how this service actually functions to build the relationships with users of academic libraries, especially with faculty members. To carry out the research, a focus group interview was conducted with subject specialists, and also individual in-depth interviews with faculty members. In addition, we also discuss about characteristics of subject specialists which affect the relationship with the faculty members in a college environment. This study is meaningful as it discussed purposes of and characteristics in subject reference service from user' viewpoint and the perspective of CRM.