Marketing research relationships to promote online student success

Many creative and unique plans for serving the distance learning population are being designed to stay in compliance with the ACRL Guidelines for Distance Learning Library Services (2004). These guidelines promote providing services for the distance learning community that are equivalent to those provided for students and faculty located in a traditional campus setting. The guidelines also acknowledge that designing services for this population may result in a more personalized approach than the campus community might expect. This paper will examine the application of relationship marketing, defined as mutual interest between companies and customers that emphasizes customer retention and long term relationships, to the design of library services for distance learners. doi:10.1300/J111v45n01_15 KEYWORDS. Research relationships, libraries, online courses, relationship marketing