Abstract

In the digital era, university libraries are facing increasing pressure to attract users and reaffirm their value amid rapid technological transformation. This study analyzes how the Central Library, Vietnam National University Ho Chi Minh City implements the 7P marketing mix strategy to reach and attract Generation Z users. A case study methodology was adopted, combining four data collection methods: (1) the content analysis of the library’s website and social media platforms, (2) the semi-structured interviews with library staff, (3) the participatory observation at the library, and (4) the secondary data analysis from a user satisfaction survey. The data were processed through qualitative content analysis based on the 7P framework, along with descriptive statistics for the quantitative components. The findings reveal that the library has implemented all seven elements of the 7P marketing mix in an integrated manner. Notable strengths include the diversification of resources (both print and digital), the provision of free or low-cost services, the expansion of access channels (both in-person and online), high-frequency communication, a young and friendly staff, and efficient service processes. However, several limitations remain, such as a lack of personalized promotional content, physical facilities that fall short of Gen Z’s expectations, and a limited integration of advanced technologies. Building on these findings, the study elucidates how the 7P elements are implemented and interlinked in the digital era, thereby providing practical insights for developing marketing strategies that strengthen Gen Z user engagement and promote the sustainable development of university libraries.