July 2023
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132 Reads
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9 Citations
The Journal of Academic Librarianship
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... The emergence of relationship marketing is a reflection of such concern . Relationship marketing stands as a major contribution whose focus is placed on creating long-term bonds Ersoy & Tehci, 2023) and, when implemented in academic libraries, it constitutes a differentiated mechanism, capable of influencing the readers' behaviour and of building relationship and loyalty Fraser-Arnott, 2023;Montel, 2013;. By adopting a customer-centric Consequently, there is a notable absence of empirical evidence and theoretical frameworks tailored to the specific context of university libraries. ...
- Citing Article
July 2023
The Journal of Academic Librarianship