Designing User-Focused Marketing Culture in Academic Libraries: A Conceptual Outline

Abstract

To design an outline of a user-focused marketing model and its implication in academic libraries is the goal of this article. The determinants for the proposed model were primarily derived from the success factors of customer-focused marketing noted in earlier research, and views and insights from a number of allied constituencies in Bangladesh. Doing this job, the study used exploratory investigation in the form of executive interview, focus group discussion, and questionnaire survey. To examine reliability of the determinants "item-total correlation" was applied. The proposed model shows quality service has been seen as a direct result of the quality of library products, services, and service providers that leads to ensure user satisfaction and loyalty. It also demonstrates how users are the central theme from all functional perspectives of library services. The model emphasizes the quality improvement and operational efficiencies are to be working together to achieve a competitive advantage. The model may help librarians understand how to set the users as the central theme from all functional perspectives of the library services.