A Qualitative Analysis of Internal Marketing Practices at Academic Libraries That Have Undertaken Service Quality Studies Public Deposited

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  • February 28, 2019
  • Sult, Leslie
    • Affiliation: School of Information and Library Science
  • This study was undertaken in order to examine the extent to which academic libraries that have undertaken LibQUAL+ surveys are engaging in internal marketing initiatives. Six personnel librarians from academic libraries that participated in the 2000 or 2001 rounds of LibQUAL+ surveys answered a series of interview questions designed to gather qualitative information on the types of programs and initiatives that academic libraries have in place to support, recognize, and reward excellent service delivery. Interviews with the six librarians revealed that although the participating libraries do not specifically identify the various programs and initiatives they have in place to promote their respective service missions and goals as internal marketing, they are engaged in internal marketing practices. Interviews also revealed that the libraries are using three major channels to practice internal marketing in their libraries. These channels operate through a library's organizational structure, its communication methods, and its recognition and rewards programs.
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  • In Copyright
  • Daniel, Evelyn H.
Degree granting institution
  • University of North Carolina at Chapel Hill
  • 42 p.
  • Open access

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