Developing relationship marketing with customers: a Scandinavian perspective
| DOI | https://doi.org/10.1108/01435120310454494 |
| Published date | 01 February 2003 |
| Pages | 34-43 |
| Date | 01 February 2003 |
| Author | Rajesh Singh |
| Subject Matter | Library & information science |
Developing relationship
marketing with
customers:
a Scandinavian
perspective
Rajesh Singh
Introduction
We are living in the ``information society''.
Technological changes have created an
``information explosion'',as a resu lt of which
the clientele interested in information
services and products has been continuously
increasing. To exist in this ``high-tech''
information age, library and information
managers will have to find out ways in which
information can be marketed and managed,
as the users' expectations have greatly
increased and they have become more
concerned with the quality of the services
and products.
In this respect, it is appropriate also to
characterise the present time as being ``the age
of the information customer'', for at no time
in the history of librarianship and information
services has the authority of the customer
been so recognised and so respected. But,
most of us who are involved in actually
delivering these services have some difficulty
giving that concept its due.
We are uncomfortable with having someone
else ± even if it is the customer for whom our
operations exist ± driving the delivery of total
service. In fact, rules, regulations and other
barriers, erected not to prevent the exchange
of information but to ensure that the
exchange fits into the librarians' carefully
defined limits of what the service should be,
often compromise the authority of the
customer.
But, in library and information services we
simply cannot step back from the authority of
the customer because, with very few
exceptions, the services we provide and the
information we deliver can be obtained
elsewhere (St Clair, 1997).
The purpose of this article is to discuss the
shifting paradigms and emerging issues in
the library and information services
profession, which affect customer
relationship. It further focuses on how to
develop a relationship with customers, so
that libraries can keep and retain their
customer base.
The author
Rajesh Singh is a Researcher the Department of
Information Studies, A
Êbo Akademi University, Finland.
E-mail: rajesh.singh@abo.fi
Keywords
Library users, Library management, Finland,
Relationship marketing
Abstract
For long-term survival and growth, libraries and information
centres need to build, develop and maintain a relationship
with their customers. Highlights the shifting paradigms that
have affected the traditional concept of libraries and
attempts to focus the emerging issues that influence the
service-provider and customer relationship. The foremost
challenge witnessed by library managers is how to provide
easy and quick access to information products and services
without compromising service quality while maintaining
customer focus at the same time. A relationship marketing
approach, initially evolved in Scandinavia, is suggested as a
way to build relationships with the customers. Some
experiences drawn from a pilot study conducted in Finnish
libraries have been interpreted in the framework of a
relationship marketing approach. The key issues raised are
how relationship marketing principles can contribute to
developing relationships with customers in the library and
information environment. Stresses that building relationships
with customers has become more critical to meet their ever
changing various needs, wants, and demands. A list of
further reading relating to Scandinavia is appended.
Electronic access
The Emerald Research Register for this journal is
available at
http://www.emeraldinsight.com/researchregister
The current issue and full text archive of this journal is
available at
http://www.emeraldinsight.com/0143-5124.htm The author is grateful to his mentor
Professor Mariam Ginman, Head, Department of
Information Studies, A
Êbo Akademi University for
her regular encouragement, help and guidance; to
CIMO for its financial support; and to my research
colleagues for discussion, advice and other help.
34
Library Management
Volume 24 .Number 1/2 .2003 .pp. 34-43
#MCB UP Limited .ISSN 0143-5124
DOI 10.1108/01435120310454494
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