Document Type
Article
Original Publication Date
2015
Journal/Book/Conference Title
College and Undergraduate Libraries
Volume
22
Issue
3-4
First Page
261
Last Page
272
DOI
10.1080/10691316.2015.1081084
Date of Submission
January 2016
Abstract
Successful businesses know that customers make purchase decisions based on a complex bundle of rational and emotional factors that vary in degree and importance depending upon the context. In crowded markets where potential customers have many comparable options, it is often the emotional relationships that they have with businesses that influence where they spend their dollars. Recognizing this reality, businesses have been shifting from transacting with customers to “engaging” with them. This paper outlines the need for librarians to understand engagement more fully, and it points to guidance from the business literature on how to define and create engagement.
Is Part Of
VCU Libraries Faculty and Staff Publications
Comments
This is an Accepted Manuscript of an article published by Taylor & Francis in College and Undergraduate Libraries on 13/11/2015, available online:http://www.tandfonline.com/doi/full/10.1080/10691316.2015.1081084