ABSTRACT
In order to keep pace with a sophisticated clientele who expect instantaneous delivery systems, reference service specialists who have typically looked at document delivery as their ultimate job function now need to look at satisfaction of patron needs. For reference librarianship to be successful, it has to be seen as a valuable and convenient commodity to the user, who comes to rely on the librarian and to trust in the necessity of the service as well as its availability.
Reference librarians, then, should look at broadening their services to reach individuals and specialized populations, not “the general public.” They will revamp their present service programs to accomodate adult learners, small business owners, and communities with strong ethnic and cultural majorities.
Continuing education activities have to be offered in tandem with this transformation of the service itself so that librarians build on traditional reference skills by incorporating business administration, marketing, and adult learning as part of the total educational picture.
