Marketing relacional em bibliotecas universitárias: uma revisão da literatura

The present study addresses the concept of relationship marketing and aims to evaluate its contributions in the context of university libraries. For this purpose, a literature review was carried out, based on scientific production, published between 2000 and 2020, in databases such as B-on, Google Scholar, Business Source Complete (EBSCOhost), Scielo, Academia.edu and ResearchGate. The keywords used were “marketing relacional”, “marketing de relacionamento”, “relationship marketing”, “biblioteca universitária”, “biblioteca académica”, “university library” and “academic library”. The research carried out in this domain highlights the importance of this new aspect of marketing which, when integrated into the principles of internal management of these structures, influences the behavior of readers, generates satisfaction and contributes to their loyalty.