Vroom's expectancy theory and the public library customer motivation model

Abstract

Purpose – The puropse of this paper is to understand the components of Vroom's expectancy theory; to create or develop a public library customer motivation model using Vroom's expectancy theory; to suggest appropriate public library services marketing mindset which public libraries can employ to enhance customers’ perceived expectancy and instrumentality of public library services to motivate customers to use public library services more frequently based on the proposed public library customer motivation model; and to suggest appropriate public library services marketing strategies to motivate customers to use public library services more frequently based on the proposed public library customer motivation model.Design/methodology/approach – Research paper based on expectancy theory.Findings – Customer‐centered mindset is the most important factor to motivate public library customers. Furthermore, the suggested marketing strategies can be also achieved through a customer‐centered marketing mindset. In conc...