KNOWING YOUR CUSTOMERS

Have library managers been sufficiently aggressive in identifying and understanding their customers, given that the future of individual ser vices and the profession as a whole rest to a large extent on customer perceptions' What do library managers need to know about their custom ers? This article examines some of the key concepts concerned with cus tomers and consumer buying behaviour. it starts by seeking to explore the concept of customer for library and information services, and note s the roles of users, influencers and deciders. Many library and infor mation services deal with 'internal customers'. In order to offer an e ffective service to customers, it is important to identify the benefit s sought by different groups or segments, and to understand the consum er decision-making process which is important in determining 'purchase ' behaviour and the use of the service.