Customer involvement with services in public libraries

Explains that public libraries with well‐established library systems have flourished in Taiwan during the past four decades owing to economic prosperity. Points out that despite this, less than one‐tenth of the population in the community served by these libraries have registered as library users. Suggests that this relatively low level of use by customers may be due to a lack of awareness of the services that the public library has to offer. Proposes an effective approach to designing marketing strategies to incorporate marketing channels, corresponding communications messages and service quality dimensions, in order to promote the use of library services, and thus change the use pattern of current customers. Uses involvement segmentation and a hierarchy‐of‐effects paradigm.