Abstract
Purpose
To increase the use of its resources and services, the Rizal Library of the Ateneo de Manila University embarked on a relationship marketing program targeted at three segments of the market, namely, the faculty, the graduate students and the undergraduate students. This paper aims to investigate this program.
Design/methodology/approach
The paper reports the results of its program over a period of time to compare usage before and after the program was implemented.
Findings
Results indicate that the program was successful in its implementation. Success indicators showed a marked increase in the use of its resources and services.
Practical implications
More relationship marketing strategies involving the students and faculty should be introduced to further make the library more visible, open lines of communication between the library and its users and increase customer satisfaction.
Originality/value
The strategy increased library traffic. It could be adapted by other libraries to increase usage of their resources and facilities.
