Original Publication Date
College and Undergraduate Libraries
Date of Submission
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