RELATIONSHIP MARKETING AS A TOOL FOR THE MODERNIZATION OF LIBRARY SERVICES

ЕLENA RAILEAN
PhD, Associate Professor , Academy of Economic Studies of Moldova Chișinău, Republic of Moldova
ORCID: 0000-0001-5205-7971
Email: railean.elena@lib.ase.md

NATALIA CHERADI
PhD in Communication Sciences , Academy of Economic Studies of Moldova Chișinău, Republic of Moldova
ORCID: 0000-0002-8261-6815
Email: cheradi@lib.ase.md
(corresponding author)

DOI: https://doi.org/10.24818/cike2025.113

Pages: 895–902

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Abstract

The development of libraries is closely linked to the profound transformations of the digital society and the need to adapt quickly to the dynamics of the information market. Digitization, rising prices of information resources and increased competition from the online environment are both major challenges and opportunities for libraries. At the same time, the situation is complicated by factors such as insufficient state financial support, the ageing of human resources, the slow process of renewing collections and the increased costs of traditional and electronic resources. All these difficulties contribute to the migration of users to the Internet, where access to information is faster and more convenient, although they do not always guarantee its quality. In this context, libraries in the Republic of Moldova, especially university ones, use modern marketing, management and information technology tools to maintain their relevance and meet the needs of the academic community. Relationship marketing is becoming a key tool, able to support user loyalty, attract new audiences, strengthen institutional image and create innovative information products and services. In addition, by using fundraising strategies and engaging in projects, libraries can obtain additional resources for development and modernization. Thus, Relationship marketing is shaping up as a strategic platform for the development of university libraries, through which sustainable and beneficial relationships with users and institutional partners can be built. The application of this concept allows the modernization of library services and their active integration in the educational and scientific system, contributing to the creation of a synergistic framework for the dissemination and valorization of quality information.

 

Keywords: Relationship marketing, university libraries, library services, digitization, information resources.

JEL Classification: M31, D83, I23

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