Abstract
Three possible scenarios for the future of reference services are described: outsourcing, the Web, and knowledge counseling. The ability to design reference services that users will continue to value in libraries of the future is limited by current professional reference practices. These limits are related to the failure to incorporate total quality management (TQM) principles into the design and practice of present day reference services. The following TQM principles are utilized to discuss the contrasts between TQM principles and current reference practices: focus on the customer, quality work the first time, strategic holistic approach to improvement, continuous improvement as a way of life, and mutual respect and teamwork. Finally, the roles that library organizations must fulfill to change the current professional culture are described.
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