CUSTOMERS' RESEARCH IN LIBRARIES: A STUDY OF METHODS AND BARRIERS

Abstract

Traditionally the library is conceived as a central place (geographically) for information acquisition and retrieval. The developments in information technology particularly CD-ROM, Internet and communication media have changed this concept of a library. In an era of networking technology,

users are demanding instantaneous solution to their information requirements even outside the geographical boundaries of the library. The present day librarian needs to possess more professional and technical skills than before to understand the users' requirements. Further need is to apply marketing techniques to promote the utilization of library resources and services. Proper

understanding of customer requirements calls for customer surveys on a regular basis and such reports provide the basic input for designing userdefined services. Analyses the methods adopted by the librarians to understand customer needs, and the perceived barriers to conduct user surveys. The study revealed that 53% of the respondents are engaged in conducting user surveys, while 47% of them have not conducted any user survey. Majority of the librarians who are conducting users' surveys, do it on an informal basis and at random intervals. The myopic view of librarians on relevance of the existing services has emerged as an important barrier to conduct the user surveys. The other perceived barriers such as 'Negative attitude of management', 'Fear of criticism and inability to implement the suggestions', 'Absence of alternatives (for users)', and 'Lack of expertise and resource contraints' have been disconfirmed by the libraries. The common views held by the librarians are "Whatever the services we provide in the library are essential and best in the interest of the users ', and "we are aware of our weakness".