ABSTRACT
This was designed to investigate the strategies for library services in in South-East Nigeria. The study employed a descriptive survey research design. T
he population consisted of one hundred and seventy-four library staff, made up of one hundred and one academic and seventy-three library officers in the chosen zone. A of these library staff was used for the study.
Seven research questions guided the study. Sixty- four item questionnaire was used as instrument for data collection. In addition, structured interview was used for the Public Services Librarians and Reference Librarians of the university libraries.
Mean scores were used to analyze the research questions. Responses obtained from the interview were used in discussing the findings.
The result of data analyzed revealed that: Library services are marketed mainly to achieve high level of customer satisfaction and to maintain library relevance. The library services that are marketed most are online services and photocopying services.
The most widely used promotion methods are exhibitions and displays. The most commonly used channels for distribution are newsletters and newspapers.
Librarians mostly consider the cost of providing services and the extent of competition with other information service providers while fixing price in marketing. Furthermore, the study showed that having no budget and having no policy for marketing,
are the greatest impediments to marketing library services. Based on the findings, it was recommended that library administration should have marketing policy and also budget for marketing of library services.
TABLE OF CONTENTS
Title Page……………………………………………………………………………………………….i
Approval Page ………………………………………………………………………………………..ii
Certification Page……………………………………………………………………………………iii
Dedication………………………………………………………………………………………………iv
Acknowledgements…………………………………………………………………………………v
Table of Contents……………………………………………………………………………………vi
List of Tables………………………………………………………………………………………….ix
List of Figures ………………………………………………………………………………………..x
Abstract- ………………………………………………………………………………………………..xi
CHAPTER ONE: INTRODUCTION
Background to the Study…………………………………………………………………1
Statement of the Problem………………………………………………………………..10
Purpose of the Study……………………………………………………………………….12
Research Questions…………………………………………………………………………13
Significance of Study ……………………………………………………………………..13
Scope of the Study…………………………………………………………………………15
CHAPTER TWO: LITERATURE REVIEW
Conceptual Framework ………………………………………………………………….16
Marketing ……………………………………………………………………………………..16
Librarians Perceptions on marketing library services……………………….29
Library Services that require marketing…………………………………………..31
Media for marketing library services ……………………………………………..35
Need for marketing library services……………………………………………….40
Constraints to marketing of Library services……………………………………44
Theoretical models for marketing…………………………………………………..46
Empirical studies ………………………………………………………………………….54
Commercial Marketing ……………………………………………………………..55
Marketing of Educational Services ……………………………………………59
Marketing of Library Services……………………………………………………62
Summary of Literature review……………………………………………………….65
CHAPTER THREE: RESEARCH METHODS
Research Design ………………………………………………………………………….70
Area of the Study…………………………………………………………………………70
Population ………………………………………………………………………………….70
Sample and Sampling Technique ………………………………………………….72
Instruments for data collection ……………………………………………………..72
Interview Schedule ……………………………………………………………………….73
Validation of the Instrument …………………………………………………………74
Reliability of the Instrument …………………………………………………………74
Procedure for Data Collection …………………………………………………..75
Method of Data Analysis ……………………………………………………………..77
CHAPTER FOUR: PRESENTATION OF DATA…………………………………….77
CHAPTER FIVE: DISCUSSION AND CONCLUSION ………………………….94
Discussion of Findings………………………………………………………………..94
Implications of Study ……………………
……………………………………………..111
Conclusion ………………………………………………………………………………….112
Recommendations ………………………………………………………………………..113
Suggestions for Further Research…………………………………………………..114
Limitations…………………………………………………………………………………..114
REFERENCES……………………………………………………………………………………….115
INTRODUCTION
The concept of library is changing with time and the mission and purpose are also changing. Libraries according to Aguolu and Aguolu (2002) are social institutions, created to conserve knowledge; preserve the cultural heritage; provide information;
under-gird and underpin education and research; and to serve as fountains of recreation. Libraries exist in institutions or establishments to assist in achieving the objectives of their parent organizations.
According to Fatoki (2004), libraries are the primary resource for conducting academic research. University libraries,
like other academic libraries, exist to provide information resources from any part of the world and information services to staff and students so as to further the university’s mission of learning, teaching and research.
Library services include provision of materials for undergraduate instruction, term papers and projects as well as supplementary reading; provision of materials in support of post graduate research and materials in support of faculty, external and collaborative researches.
In addition, university libraries provide expensive standard works, especially in the professional disciplines, and materials for personal development (Ifidon, 1999).
In the recent past, the concept of library has expanded from a collection of books and print materials to include digital library and virtual library resources. These refer to the vast collection of information people gain access to over the internet, cable television, or some other type of remote electronic connection.
REFERENCES
Aba, I. J. (2002). The Implementation of market segmentation strategies in the
marketing of library services: A survey of libraries in Markurdi metropolis.
Unpublished MBA thesis, Dept of Economics, Ambrose Ali University
Ekpoma, Nigeria.Achebe, N. (2004). Emperical Study of Professional development factors and
strategies for job enhancement of libraries in Nigeria. Coal City Libraries.
Journal of the Nigeria Library Association, Enugu State Chapter, 1(1), 1-16.Agunta, T.E. (1996). Marketing concepts, its application in improving customer
service level:A case study of Orient Bank PLC, Enugu.Unpublished M.Ed.
thesis, Department of Marketing, University of Nigeria, Enugu Campus.Aguolu, C.C. & Aguolu, I.E. (2002). Libraries and Information Management in
Nigeria. Maiduguri: Ed-Linform Services. 457p.Aina, L.O. (2003, Sept.). Strengthening information provision in Nigerian university
libraries:The digital option. Paper presented at the 41st Annual NLA National
Conference and AGM at Markurdi, Benue State, Nigeria. Sept. 7-12. 365p.Aina, L. O. (2004). Library and Information Text for Africa. Ibadan: Third World
Information Services.365p.Alemna, A.A. (2001). The need for marketing and total Quality Management strategies
in libraries in Ghana. INSPEL 35(4), 265-269.Ali, A. (2006). Conducting Research in Education and the Social Sciences. Enugu,
Nigeria: Tashiwa Networks. 520p.
StudentsandScholarship Team.
Be the first to comment