Discovering what patrons value in a consumer health library service using laddering interviews.

Customer value learning utilizing laddering interviews enables librarians to see their service through the patrons' eyes, focusing on those aspects of the service that they view as most important. This study allowed librarians to learn that users desired to feel more in control of their health and gain peace of mind by obtaining trusted information. The library's work in providing information leads to self-empowerment for these patrons.