Manchester Metropolitan University's Research Repository

From users to customers?

Rowley, Jennifer (2000) From users to customers? OCLC Systems & Services, 16 (4). pp. 157-167. ISSN 1065-075X

Full text not available from this repository.


This article uses the language of marketing to provide a framework for thinking about users as customers. First we explore the nature of customers, and in particular identify the various stakeholder groups in a public sector context. Next we look at ways of segmenting customers into groups and targeting services to meet the needs of those groups. We explore the concept of relationship marketing and the associated ideas of loyalty, and reflect on aspects of customer relationship management. Finally, customer compatibility management offers a new perspective on the role of customers in contributing to the experience of other customers.

Impact and Reach


Activity Overview

Additional statistics for this dataset are available via IRStats2.


Actions (login required)

View Item View Item