Comparative analysis of library marketing studies in Korea and other countries from 2000 to 2013

The purpose of this study is to review and understand the trends and characteristics of Korean library marketing studies based on a comparison of Korean scholars’ viewpoints on library marketing with those of scholars’ from other countries. To achieve its purpose, this study adopts a qualitative content analysis methodology. The data collected for analysis were library and information science literature focusing on library marketing. This study adopts a four-stage qualitative analytical process: segmenting, initial coding, in-depth coding, and development of themes. Through the comparison of themes in library marketing studies from Korea and other countries, five common themes were found: (a) library environment, (b) user-centeredness, (c) library marketing strategies, (d) user satisfaction, and (e) customer relationship management. The biggest difference between library marketing studies from Korea and those from other countries, is that a range of Korean studies focus on comparatively short-term quantitative results of library marketing activities, while studies from other countries focus on the long-term qualitative results. Furthermore, Korean library marketing studies lack attention to the planning process of library marketing activities. In addition, Korean library marketing studies are interested in the establishment of libraries’ social value through marketing activities. Though the library marketing studies are dealing with different types of libraries and subjects, themes of the studies were very similar.