Service Marketing Concepts Suitable for Public Libraries in Sri Lanka: A Review of Literature

Abstract

This study examines the review of literature on concepts of service marketing in public libraries in SSrri Lanka. This paper reviewsthorough literature search on selected 43 arttiicles from various e-databases such as Emerald Full Text, Science Direct aass well as Google Scholar between 2010 to 2021 years.This review focuses o onn to identify the concepts used by public libraries in worldwide available in rreesearch articles for ascertain the service marketing strategies and that are mmoore adoptable for services marketing in public libraries in Sri Lanka. Thee analysis of the study indicates that marketing has its significance in liibbrary and information services for the effective and efficient informationn management, improvement of library image and satisfying the customer’s nneeds better. Librarians must focus more on marketing and promotion of theirr library products and services due to the information explosion, technology rrevolution, and escalating library costs. Web 2.0 and social media are havvi ing an impact on library services and libraries are using these tools as a mmeans of marketing services. The study suggests that, all the concerned auutth horities of the library and information services engage effectively with sooc ciety should come forward to support information practitioners to developp a positive image of the public library marketing in digital era.