2013
DOI: 10.1080/02763877.2013.806236
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The Reference Desk, Points-of-Sale, and the Building of Loyalty: Applications of Customer Relationship Management Techniques to Library Marketing

Abstract: This article argues that the reference desk is a primary interaction point for direct marketing of the library and remains, despite all the other marketing methods (e.g., posters, speaker's events, email announcements, brochures, RSS feeds), an extremely potent agent to act as a physical point of sale for the library, so necessary in producing a loyal community of returning scholars. This method of marketing the library by the reference desk librarian has much to do with face-to-face interactions. Summaries ad… Show more

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Cited by 5 publications
(5 citation statements)
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“…The findings of this report showed that most of the CRM-based library services were in practice in academic libraries in Pakistan. These results were coherent with earlier studies and mentioned that customer service is provided through face-to-face contact (Evenson, 2011); face-to-face interaction, the circulation desk and the reference desk are vital components of academic library services (Masuchika, 2013); majority of libraries offered fundamental services like "help/ask librarians" on their data management webpage via live chat, email (Schultz, 2017); librarians were using ICT resources to provide current, awareness services (CAS) and SDI services, as well as to provide online searching through the library's workstations, an OPAC, keep records of the reference section users and compile bibliographies (Uzoigwe and Eze, 2018); communicating with users and giving LM 44,8/9 information to employees and students receive high responses (Lucky and Arowolo, 2019); infrastructure services, such as creating a library in a more functional and organized manner (Adigun and Tella, 2021); email and web-based services were offered by libraries with asynchronous digital systems (Younus, 2014); many libraries offered specialized research services such as CAS, SDI, and information and research literacy instruction (Ali and Naveed, 2020); academic libraries provide circulation services, article indexing, bibliography compilation, new arrival displays, library references, interlibrary loans, content references, library orientations and library automation (Shoaib et al (2021); libraries provide all the necessary services and facilities to catch/obtain users' retention and satisfaction. By offering the best caliber services, librarians should try to make up for users' unhappiness and arrange CRM-based library services seminars, workshops and conferences for users (Anmol et al, 2021); and in university libraries of Pakistan, majority of communication techniques and methods were in "in use" (Bahader, 2022a, b).…”
Section: Crm-based Library Servicessupporting
confidence: 91%
See 1 more Smart Citation
“…The findings of this report showed that most of the CRM-based library services were in practice in academic libraries in Pakistan. These results were coherent with earlier studies and mentioned that customer service is provided through face-to-face contact (Evenson, 2011); face-to-face interaction, the circulation desk and the reference desk are vital components of academic library services (Masuchika, 2013); majority of libraries offered fundamental services like "help/ask librarians" on their data management webpage via live chat, email (Schultz, 2017); librarians were using ICT resources to provide current, awareness services (CAS) and SDI services, as well as to provide online searching through the library's workstations, an OPAC, keep records of the reference section users and compile bibliographies (Uzoigwe and Eze, 2018); communicating with users and giving LM 44,8/9 information to employees and students receive high responses (Lucky and Arowolo, 2019); infrastructure services, such as creating a library in a more functional and organized manner (Adigun and Tella, 2021); email and web-based services were offered by libraries with asynchronous digital systems (Younus, 2014); many libraries offered specialized research services such as CAS, SDI, and information and research literacy instruction (Ali and Naveed, 2020); academic libraries provide circulation services, article indexing, bibliography compilation, new arrival displays, library references, interlibrary loans, content references, library orientations and library automation (Shoaib et al (2021); libraries provide all the necessary services and facilities to catch/obtain users' retention and satisfaction. By offering the best caliber services, librarians should try to make up for users' unhappiness and arrange CRM-based library services seminars, workshops and conferences for users (Anmol et al, 2021); and in university libraries of Pakistan, majority of communication techniques and methods were in "in use" (Bahader, 2022a, b).…”
Section: Crm-based Library Servicessupporting
confidence: 91%
“…It was suggested that libraries would change the way they provide their services to fit new technology and new research demands, while also maintaining their commitment to providing helpful reference services when it was needed and cultivating strong connections between students and librarians. Masuchika (2013) suggested that to satisfy users' needs, face-to-face interaction, the circulation desk and reference desk are vital components of academic library services. According to the Papic (2014) study, the websites of academic libraries in Croatia were examined in order to assess the requirements and possibilities for implementing e-CRM.…”
Section: Crm-based Library Services: International Perspectivesmentioning
confidence: 99%
“…Perpustakaan sekolah dapat menggunakan berbagai jenis media sosial yang dapat digunakan untuk bertukar pesan maupun bertukar suara. Seperti menggunakan email, SMS atau bentuk komunikasi melalui ponsel, menggunakan brosur atau pamflet (Masuchika, 2013).…”
Section: Rancangan Pengembangan Customer Relationship Management DI P...unclassified
“…10 Glenn Masuchika, borrowing from the field of marketing, argues for considering that the "reference desk is a primary interaction point for direct marketing of the library" and describes it as a "potent agent" in creating a community of "returning scholars." 11 For librarians, the notion of continuity in the midst of change is a perennial theme that both worries and invigorates the profession.…”
Section: Literature Reviewmentioning
confidence: 99%