From users to customers?

Jennifer Rowley (Jennifer Rowley is Head, School of Management & Social Sciences, Edge Hill College of Higher Education, Ormskirk, UK.)

OCLC Systems & Services: International digital library perspectives

ISSN: 1065-075X

Publication date: 1 December 2000

Abstract

This article uses the language of marketing to provide a framework for thinking about users as customers. First we explore the nature of customers, and in particular identify the various stakeholder groups in a public sector context. Next we look at ways of segmenting customers into groups and targeting services to meet the needs of those groups. We explore the concept of relationship marketing and the associated ideas of loyalty, and reflect on aspects of customer relationship management. Finally, customer compatibility management offers a new perspective on the role of customers in contributing to the experience of other customers.

Keywords

Citation

Rowley, J. (2000), "From users to customers?", OCLC Systems & Services: International digital library perspectives, Vol. 16 No. 4, pp. 157-167. https://doi.org/10.1108/10650750010354102

Download as .RIS

Publisher

:

MCB UP Ltd

Copyright © 2000, MCB UP Limited

Please note you might not have access to this content

You may be able to access this content by login via Shibboleth, Open Athens or with your Emerald account.
If you would like to contact us about accessing this content, click the button and fill out the form.
To rent this content from Deepdyve, please click the button.