Abstract

Public libraries have played diverse roles by the flow of time and history. However, changes in the environment surrounding libraries are weakening their foundation for existence. In this context, we propose looking at the library service experience from a ‘brand image’ perspective to change the library’s perception. This study aims to examine the influence of service experience on the symbolic image of the library and the mediating effects of functional and experiential images. To achieve this, surveys were conducted at 17 public and small libraries in Seoul, and 393 questionnaire replies were collected. Multiple regression analysis and bootstrap test were performed to confirm the influence relationship and mediating effect between variables. As a result of the study, it was found that the service experience had a positive effect on the symbolic image of the library. The mediating effect of functional and experiential images was confirmed between service experience and symbolic images, and most of the mediating effects exhibit a full mediation pattern. This indicates that looking at the library service experience from the perspective of functional and experiential images is necessary to change the symbolic image. This study is meaningful in that it examines the influence of service experience on symbolic images while proposing the necessity of a functional and experiential image perspective to change the sociocultural view of libraries positively.