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Article
Publication date: 16 October 2007

Seongsin Lee

The puropse of this paper is to understand the components of Vroom's expectancy theory; to create or develop a public library customer motivation model using Vroom's…

Abstract

Purpose

The puropse of this paper is to understand the components of Vroom's expectancy theory; to create or develop a public library customer motivation model using Vroom's expectancy theory; to suggest appropriate public library services marketing mindset which public libraries can employ to enhance customers’ perceived expectancy and instrumentality of public library services to motivate customers to use public library services more frequently based on the proposed public library customer motivation model; and to suggest appropriate public library services marketing strategies to motivate customers to use public library services more frequently based on the proposed public library customer motivation model.

Design/methodology/approach

Research paper based on expectancy theory.

Findings

Customer‐centered mindset is the most important factor to motivate public library customers. Furthermore, the suggested marketing strategies can be also achieved through a customer‐centered marketing mindset. In conclusion, public libraries should continuously focus on the recognition of customers’ needs and deliver long‐term value to customers.

Originality/value

There were few studies that focused on library users’ motivations for using library products and services. In addition, there was a lack of developed theory in library and information science field.

Details

Library Review, vol. 56 no. 9
Type: Research Article
ISSN: 0024-2535

Keywords

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