Affiliation:
1. University of Alberta, Canada
Abstract
Libraries grow in uncertain financial, political and cultural environments. Advocacy is essential to ensure that they get the support they need from the communities in which they operate. Advocates, those who speak out on behalf of the library, are an essential factor in the success of the organization. This article explores the possibilities of developing library users into advocates, based on a relationship marketing model. It uses customer service as the primary tool for developing trusting relationships with users so that they are willing to speak on behalf of the library. Adding the issue of reputation and advocacy as strategic outcomes of customer service requires a different way of thinking and planning. The article concludes with a call for more investigation in this area.
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