Libraries at University of Nebraska-Lincoln


Date of this Version


Document Type



The goal of this research was to look at the attitudes of library leaders’ towards user care in university libraries of Khyber Pakhtunkhwa and Islamabad. This study was conducted utilizing a quantitative research methodology that included a survey approach and a questionnaire. The data were collected from all library leaders’ working in the universities/ degree awarding institutions of Khyber Pakhtunkhwa and Islamabad recognized by Higher Education Commission of Pakistan. Both descriptive as wells as inferential statistics were applied to analyze data using SPSS. The results revealed that the library leaders had an overall positive attitude towards user care. There were no statistically significant differences in the library leaders’ attitude based on types of university, number of employees in libraries, year of establishment of university, library working days in a week, and library timing respectively. Conversely, there were statistically significant mean differences in library leaders’ attitude towards user care based on geographical locations of university and gender of the respondents. The results provided a pragmatic insight into the user-centred approaches for managing customer (user) relationship for marketing of library resources and services. This research also had an important contribution to the existing literature on relationship marketing in general and user relationship management in particular as only a few such studies appeared so far.