Relationsmarknadsföring på folkbibliotek ? en kartläggning av personalens relationer på arbetet
The aim of this Master thesis is to make a survey of the public library staff-relations at work and discuss relationship marketing as it applies to public libraries. Relationship marketing involves the establishment, maintenance and development of users and other library-related relationships, including the relations among the library staff itself. Good relations among the library staff is a necessary condition for good relations with others. The focus of relationship marketing is at the user?s needs, wants and demands instead of the library collections and services. The method used is qualitative case study: semi-structured interviews with the library staff (librarians, assistants and a library manager), observation of the public library?s physical environment and analysis of documents directing the library activities. Among other things the study points out that the public library is appropriate for relationship marketing, partly because the library staff daily handles many relations and partly because the library staff is very service minded. However to live up to all the principles of relationship marketing they have to go further and implement a relationship marketing culture that puts the user in first place and encourages cooperation with each other and other professions. The library staff was not familiar with relationship marketing and to begin with they have to discuss what a relation is and what difference it could make working consciously with relationship marketing.