International Journal of Marketing and Business Communication

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Users’ Perception of the Need for Marketing Academic Libraries using Librarians’ Competences


Affiliations
1 University of Calabar Africana Library, Cross River State, Nigeria
2 Science and Technology Library, University of Calabar, Nigeria
     

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Modern librarianship made marketing an important aspect of the profession, revealing the competencies displayed in the superfluity of knowledge services. The study revealed users’ perception of needs to market the library. These include to enlighten users’ on the contemporary relevance of Information and Communication Technology (ICT) & manuals (97.9%), improvement of interpersonal relations (95.8%), for users’ to have a fearless knowledge in usage and satisfaction of their puzzles (93.9%) and for a conducive environment (91.4%), and to ascertain users’ information needs in this era (90.7%). Study also revealed that users’ perceived marketable services in the following order: online information services (97.2%), reference services (95.6%), user education (93.5%), selective dissemination of information (88.8%), information literacy programme (87.9%), current awareness services (86.2%), referrals (86%), library publication (82.5%), translation (82.03%), and interlibrary loan (67.4%). For the last objective, study revealed users’ perception of librarians’ competencies for marketing libraries in their preferred order – ability to create library web pages for users’ information (99.1%), information technology skills (98.4%), flexibility to make changes (96.7%), ability to calm offended users’ (96.5%), ability to answer users’ queries (96.3%), professional charisma (93.5%), professional initiative (90.7%), and ability to use ICT gadgets (90.4%). The researchers therefore recommends that management should help librarians to take part in training that would nurture the strengthening of these competencies.

Keywords

Information, Marketing Academic Libraries, Users’ Perception, Librarians’ Competencies, Needs, Library Management.
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  • Users’ Perception of the Need for Marketing Academic Libraries using Librarians’ Competences

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Authors

Obia Gopeh Inyang
University of Calabar Africana Library, Cross River State, Nigeria
Patience Owere Ekpang
Science and Technology Library, University of Calabar, Nigeria

Abstract


Modern librarianship made marketing an important aspect of the profession, revealing the competencies displayed in the superfluity of knowledge services. The study revealed users’ perception of needs to market the library. These include to enlighten users’ on the contemporary relevance of Information and Communication Technology (ICT) & manuals (97.9%), improvement of interpersonal relations (95.8%), for users’ to have a fearless knowledge in usage and satisfaction of their puzzles (93.9%) and for a conducive environment (91.4%), and to ascertain users’ information needs in this era (90.7%). Study also revealed that users’ perceived marketable services in the following order: online information services (97.2%), reference services (95.6%), user education (93.5%), selective dissemination of information (88.8%), information literacy programme (87.9%), current awareness services (86.2%), referrals (86%), library publication (82.5%), translation (82.03%), and interlibrary loan (67.4%). For the last objective, study revealed users’ perception of librarians’ competencies for marketing libraries in their preferred order – ability to create library web pages for users’ information (99.1%), information technology skills (98.4%), flexibility to make changes (96.7%), ability to calm offended users’ (96.5%), ability to answer users’ queries (96.3%), professional charisma (93.5%), professional initiative (90.7%), and ability to use ICT gadgets (90.4%). The researchers therefore recommends that management should help librarians to take part in training that would nurture the strengthening of these competencies.

Keywords


Information, Marketing Academic Libraries, Users’ Perception, Librarians’ Competencies, Needs, Library Management.

References