Increasing awareness and use of the library's resources and facilities through relationship marketing strategies

Lourdes T. David; Karryl Kim A. Sagun

doi:10.1108/01435121211242326

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Library Management

ISSN: 0143-5124
Incorporates: Librarian Career Development

Online from: 1979

Subject Area: Library and Information Studies

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Increasing awareness and use of the library's resources and facilities through relationship marketing strategies

Document Information:
Title:	Increasing awareness and use of the library's resources and facilities through relationship marketing strategies
Author(s):	Lourdes T. David, (Ateneo de Manila University, Quezon City, Philippines), Karryl Kim A. Sagun, (Ateneo de Manila University, Quezon City, Philippines)
Citation:	Lourdes T. David, Karryl Kim A. Sagun, (2012) "Increasing awareness and use of the library's resources and facilities through relationship marketing strategies", Library Management, Vol. 33 Iss: 4/5, pp.292 - 296
Keywords:	Library clubs, Market segmentation, Marketing and promotion, Philippines, Relationship marketing, User studies
Article type:	Case study
DOI:	10.1108/01435121211242326 (Permanent URL)
Publisher:	Emerald Group Publishing Limited
Acknowledgements:	This paper was presented at the 3rd QQML International Conference, 24-27 May 2011, Athens, Greece.
Abstract:	Purpose – To increase the use of its resources and services, the Rizal Library of the Ateneo de Manila University embarked on a relationship marketing program targeted at three segments of the market, namely, the faculty, the graduate students and the undergraduate students. This paper aims to investigate this program. Design/methodology/approach – The paper reports the results of its program over a period of time to compare usage before and after the program was implemented. Findings – Results indicate that the program was successful in its implementation. Success indicators showed a marked increase in the use of its resources and services. Practical implications – More relationship marketing strategies involving the students and faculty should be introduced to further make the library more visible, open lines of communication between the library and its users and increase customer satisfaction. Originality/value – The strategy increased library traffic. It could be adapted by other libraries to increase usage of their resources and facilities.