SERVICE INNOVATION AND 4E MARKETING STRATEGY: APPLIED FOR LIBRARY SERVICES

Abstract

This article aims to study service innovation and the 4E marketing strategy and their application in library services. The authors reviewed relevant literature on service innovation and the 4E marketing strategy and provided recommendations for practitioners or those interested in applying them to library services. The study found that service innovation includes information and data, processes, technology, and the environment, while the 4E marketing strategy consists of experience creation, value creation, accessibility, and relationship building. The content presented can be useful for library administrators to develop services and create a competitive advantage. It will allow users to have an improved experience and provide valuable insights for those interested in service innovation and the 4E marketing strategy, which can be applied in similar contexts or areas of interest.