...Waqar Ahmed; Muhammad Shahid Soroya; Ghulam Fareed Malik Purpose – The purpose of this paper is to study of services of front desk staff using SERVQUAL aims to measure the perception and expectations of the library users. The librarians, keeping in view the expectations will get an idea that how...

... the importance of marketing, but they still have a long way to go in terms of understanding and adopting marketing concepts in their provision of services. Research limitations/implications – A quantitative survey was employed to determine the current situation, and examine the attitudes and perceptions...