EXPLORING THE ROLE OF LIBRARY STAFF IN MARKETING OF INFORMATION SERVICES AND PRODUCTS AT ZUZU UNIVERSITY LIBRARY.

 

EXPLORING THE ROLE OF LIBRARY STAFF IN MARKETING OF INFORMATION SERVICES AND PRODUCTS AT ZUZU UNIVERSITY LIBRARY.

 

 

 

BY

EDGAR G. CHIRWA

 

 

 

 

MZUZU UNIVERSITY

JUNE 2017

 

INTRODUCTION AND BACKGROUND

A product is any good, service, or idea that can be offered to a market to satisfy a want or need whereas  services are deeds, processes and performances provided or coproduced by one entity or person for another entity or person (Mary, Valarie and Dwayne, 2009, P4). Marketing means concentrating on the customer and their needs; being market oriented rather than product oriented (Alison, 2008: p4). However, marketing libraries or any other organisations involves three steps. According to Kurtz and Boone (2006, P7), the three steps in marketing include: identifying needs in the market place, finding out which needs the library can profitably serve, and developing an offering to convert potential buyers into customers. Therefore, understanding the market place and especially consumers’ needs is fundamental to the marketing success of library materials. Nevertheless, in marketing libraries, librarians are responsible for most of the activities necessary to create the customers/users the library wants. These activities according to Kurtz and Boone (2006, P.7)  are: identifying customers needs, designing goods and services that meet those needs, communicating information about those products and service to prospective buyers, providing the necessary services and follow-up to ensure customer satisfaction after purchase and lastly making products and services available at times and places that meet customers’ need. However, Mzuzu university library has adopted marketing of information services and products in order to create awareness of the existing services and materials, and to ensure optimum use of the available information services and products in the library setting.

1.1.Conceptual setting

Librarians have begun to realize that marketing of information products and services is an integral part of administration, especially as a means for improving user satisfaction and promoting the use of services by current and potential users. According to Kopperundevi (2009) services in the library setting include, reference services, periodical and journal services, current awareness services, circulation services, Open Access Catalogue (OPAC), reprographic services and the internet services where as products includes, books, magazines, CD-rom, audio visual machines, video tape, newspapers, computers, furnitures   Alison (2008: p8) stated that library is regarded as the life wire and intellectual heart of a university system. The university library undertakes the responsibility of locating, procuring and supplying the right type of information to students, researchers and lecturers at the right time and make information constantly available to users (Igbokwe, Ezeji and Obidike, n.d). The main objectives of libraries are to obtain self-sufficiency in their resources and to provide an optimum level of services to reach more potential users and encourage the use of library resources. Therefore, librarians have adopted marketing as a way of ensuring that users are provided with many and appropriate information materials as possible and on the right time in an effective way. In addition, Fourie and Dowel (2009) pointed out that one of the roles of librarians is to plan strategies and make the most relevant information sources available to their primary clientele in ways that will be most useful to those individuals including reference work and access by helping users choose between tools and get access to the tools. They also come up with a bibliographic database of the library collection & made them available online through the library website (Potter, 2012). He further elaborated that library staff promotes wider publicity of information services in all the training programmes being offered by the University.

However, Potter (2012) says marketing a library is not like marketing a shampoo, but rather library marketing is outreach by making people aware of what we can do for them in a language that they can understand. As a result, library staff tells people that they are here, explaining the services and products they offer to them, persuading customers to come in through the doors of libraries to make use of the available resources.  

What is marketing?

Marketing according to Kutz and Boone (2006:p7) is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, services, organisation and events to create and maintain relationships that will satisfy individual and organizational objectives. American Marketing Association quoted in Grewal and Michael (2011: p.4) says that marketing is an activity set of institutions, and process for creating, capturing, communicating, delivering and exchanging offerings that have value for customers, clients, partners and society at large.

 

Therefore, understanding the market place and especially students and lecturers need and want is fundamental to marketing success of library materials. Taylor (2008) believed that marketing is an ongoing and dynamic process because customers needs and library products and services change. Charles, Joseph and Carl (2008) pointed out that marketing has shifted over the last several decades from being products centered to being more customers centered. There is now a shift from service orientation to customer orientation.

Nevertheless, Madhusudha (2008) observed that the main focus of the concept in marketing information services and products is the client, and the goal is clients’ satisfaction. In addition, Ewers and Austen (2004) in Igbokwe, Ezeji and Obidike (n.d) claimed that, if libraries want to be client oriented, they should understand their clients’ wants and needs, the environment in which they operate, their resources and strengths, and the social factors which influence their clients. Librarians should also identify their strength as a competitive business, employ and train staff in skills, client relations and marketing. The library products at Mzuni Library includes not only the books and materials that circulate but also information services, friendly professions, comfort, and life enhancing programs. The Mzuni library offers access to information, readers advisory, and reference services. In nutshell marketing involves building customers relationship, branding and marketing communications, price and pricing policy.

Why marketing University libraries?

According potter (2012), marketing is important to libraries because people need to be convinced of the need to use them. Secondly, marketing is important because academic libraries (Mzuzu University) need more students and staff to value the information services and products they provide through:

• Promoting the use of information resources and products.
•  Generating  perception of need and thereby creating demand for resources
•  Ensuring the optimum use of information services and products.
•  Improving the image and status of the libraries and library professionals.
•  Upholding the dictum that information is power.

 

1.2.Contextual setting.

Mzuzu University was established by an Act of Parliament in 1997 as Malawi’s second national university in the country and its mission is to provide quality education, training, research and complementary services to meet the technological, social and economic needs of individuals and communities in Malawi. The university is located in the northern part of Malawi, Luwinga, alongside the M1 road to karonga (Chipeta, 2006).

The Mzuzu University Library and Learning Resource Centre is housed in a magnificent building that includes stacks, reading rooms, a periodical area, computer centre, reception, and circulation area. In reference to the acquisition department of Mzuni library, the collection has about 13800 volumes of printed copies covering a wide range of disciplines, which is arranged by Library of Congress Classification Scheme (LCCS). The University Library at present supports four faculties namely:

§  Faculty of Environmental Sciences

§  Faculty of Medical and Health sciences

§  Faculty of Information Science and Communications Technology

§  Faculty of Education,

§  And the Centre for Open and Distance Learning Education (ODL). 

 

However, the library acts as a Learning Resources Centre (LRC) for the University and its principle objective according to Chipeta (2006) is to support teaching, learning and research activities in the university complex. The mission of Mzuni Library and Learning Resource Centre (LLRC) is; ‘To provide up-to-date and relevant information resources; promoting the effective utilization of those resources; and facilitating rapid access to information held within and in remote places through conventional and electronic means. To meet its principles and objectives, the library offers different kinds of services such as:

§  Reprographic Services

§  Readers Service

§  Short Loan (Reserve) Collection Services

§  Malawiana Collection Services

§  Periodicals and Journal Collection Services

§  Inter-Library loans Services

§  Reference and Information Services

§  Internet Services

§  Online Public Access Catalogue (OPAC)

§   Electronic Resources Databases Services.

These products and services remain underutilized in Mzuni Library because some clients do not know the availability of resources & services in the library. According to the readers services librarian of Mzuzu University Library, some students do not ask for assistance in the use of the library service such as location of books on the shelves, Malawiana collection services, Online Public Access Catalogue (OPAC), reference and information services, reprographic services, electronic resource databases resulting to underutilization of products and services. Therefore, librarians can solve the problem of underutilization of resources and services by marketing them.

1.3.Statement of the problem

Today libraries are under pressure to justify their existence through provision of quality services based on customer orientation. Charles, Joseph and Carl (2008) revealed that librarians have also been accused of associating marketing with activities such as promotion, advertising and public relations which are aimed at convincing  their users that the existing services are intrinsically good for them rather than finding out and satisfying users’ real needs.

Therefore, Regardless of the availability of different information services and products, clients struggle to find and access the required information resources either printed or electronic resources. Hence they use a library as a reading room not as an information resource centre for academic excellence.

The research, therefore, explored the role of library staff in marketing of library and information services and products which could be used to improve the services rendered to users for its effective usage by patrons. 

1.4.Aim of the study

The aim of this study is to explore the roles of library staff in marketing of information services and products in university libraries, a case study of Mzuzu University. In the view of the fact that Marketing has shifted over the last several decades from being products centred to being more customers centred. Consequently, marketing is at its core of production in library set up in order to meet the contentment of customers who are students, researchers and lecturers to fully utilization of resources found in the library.

1.5.Research Objectives

·         To find out the role of librarians in marketing of library and information services and products at Mzuzu University.

·         To determine problems Mzuzu University library staff face in carrying out its library marketing activities

·         To analyse the benefits of marketing library information services and products at Mzuzu University.

1.6.Research Questions

·         What role do the librarians play in marketing information sources?

·         What are the challenges faced in marketing information services and products?

·         What are the benefits of marketing library information services and products?

1.7.Significance of the study

The knowledge generated from this study will help information professionals’ such as librarians in adopting good marketing strategies that will improve the image of the library thereby creating demand for resources and awareness of the existing materials. Furthermore, this research might also help library staff to deal with problems of underutilization of library information services and products in university libraries. In addition, the study may aid library professionals at Mzuzu University to enhance good relationships with clients when patronizing the library premises.

1.8.Scope and Limitations

The study focused on the roles of library staff in marketing of information services and products in Mzuzu University library. The study did not include other university libraries in Malawi. There are number of limitations that the researcher encountered:  some respondents were not willing to answer the questionnaires. It was difficult again for the researcher to collect questionnaire on time because library staffs were busy serving ODL students who were writing exams hence interviews were not conducted.

 

 

CHAPTER TWO

LITERETURE REVIEW

2.0. Introduction

The review of the literature is an important part of scientific approach and is carried out in all the areas of research. Therefore, this chapter analyses different related literature written by different authors in relation to the study topic. The topic intended to find out the roles of library staff in marketing of information services and products in university libraries with a case study of Mzuzu University Library. Various literatures enlighten more about the magnitude of marketing information services and products in university libraries. In general terms, a number of studies have established that marketing information services and products was widely adopted by librarians and library management to allow accessibility of information by clients upon marketed.

            2.1 Role of librarians in marketing of library and information services?

Marketing performs the total management function by anticipating the demand of the customers, identifying and satisfying their needs by the provision of right products or services at the right price and place (Igbokwe, Ezeji, & Obidike n.d). Weingand (2002) quoted in ….. is of the opinion that due to challenges and issues confronting libraries nowadays, libraries need to embrace change and also demonstrate leadership to the community through the use of marketing strategies and future oriented proactive focus on the customer. Also Madhusudha (2008) noted that libraries need to market themselves in order to remain connected with their communities and have some bearing on real world issues and present day event.

 

Charles, Joseph and Carl (2008) however, state that the library has the responsibility of ensuring that its resources and services are used. The library can effectively do these by involving who? Actively in the marketing of its services like other organizations. The marketing programme will enable the library to reach more potential users, encourage and promote the use of library resources and work towards becoming the indispensable information centre where modern information disseminating equipment are functional.

 

Taylor (2008) reviewed studies has been undertaken to discuss the contemporary management practices that suggested very strongly that marketing is an essential component of an organizational business plan. Furthermore, for libraries to attain good height and achieve their goals they must have qualitative marketing approach and set objective such as to achieve high level of customer satisfaction, and insure the survival of their institutions.

 

Fourie and Dowel (2009) observed that marketing of library services would help to educate some library users who do not know the work of librarians and expose them to the services of the library orientation, user education, reference/ reader services, bindery and reprographic services. They rightly observe that there is this tendency for users to shy away from asking for assistance from library staff, even when it is obvious that the service they need is available and the staff that can help is willing. They also observed that a user may spend long hours looking through book-shelves, before summoning courage to ask for assistance on how to locate a book.

 

A research study conducted by Sharma and Sapna (n.d) indicated that librarian needs to develop the ability to create a welcoming environment, be patient, and build confidence with the users. They added that when librarians are friendly, and welcoming and helpful, users are encouraged into the library, whereas in a library where the librarians are unfriendly and lazy, users are driven away. It is reported by Charles, Joseph and Carl (2008) that the personality of the librarian determines the rate of utilization of the library by its users. If she/he are friendly and professional, the user will be convinced that there is an approachable and reliable information expert in that library. If they are drawn to the library by the mien of the librarian, they will then be able to browse through the books and thus become aware of the availability of materials relevant to their studies and research, and the use of the collections increases (Taylor, 2008).

2.2. Problems that hinder effective marketing of library services:

Kopperundevi (2009, p57) surveyed factors that can hinder the library personnel in adopt marketing principles in their works. The major finding of the survey revealed some of the problems obstructing marketing actives listed and discussed by Kopperundevi are as follows:

·         Lack of trained staff

·         Poor investments

·         Lack of proper technology

·         Difficulty of handling effective markets in the country.

·         Insufficient amount of resources

·         Promotional programmes in the library are poor and limited.

Furthermore, awareness for the potentials in case of attracting the wider information market is lacking in the library. Some of the problems that hinder effective marketing of library services include lack of funds. Igbokwe, Ezeji, & Obidike (n.d) reported that the issue of funding is the worst problem facing libraries. The problem of funding in libraries constitutes set back and highest sabotage to the ability of libraries to design and deliver high profit services.

 

Ajay (2013) reviewed studies has been undertaken to discuss the lack of a good welcoming environment. In his studies Ajay said librarian needs to develop the ability to create a welcoming environment, be patient, and build confidence with the users. When librarians are friendly, and welcoming and helpful, users are encouraged into the library, whereas, in a library where the librarians are unfriendly and lazy, users are driven away. It is reported the personality of the librarian determines the rate of utilization of the library by its users. If she/ he is friendly and professional, the user will be convinced that there is an approachable and reliable information expert in that library. If they are drawn to the library by the mien of the librarian, they will then be able to browse through the books and thus become aware of the availability of materials relevant to their studies and research, and the use of the collections increases (Ajileye-Laogun, 2004).

 

In additional, another problem is on the issue of non-computerization and non-automation of library operations and services. Asemoah-Hassan(2002) quoted in Igbokwe, Ezeji, & Obidike (n.d)  reported that very few libraries are fully computerized and automated. As a result of inadequate telecommunication facilities, low level of computer literacy among library staff, dearth of computer gadgets and poor level of internet capabilities, clumsy and error-prone manual procedures are seen as threats in marketing services in Malawian university libraries.           

2.3. Benefits of marketing information services and products

Madhusudha (2008), Reviewed studies has been undertaken to explore the benefits of marketing of information services and products in university libraries. The author found that the research described marketing as an instrument through which these library objectives can be fulfilled. Marketing is essential, because those who lack information may not even be aware of this need. Information marketing by university libraries is essential in order to:

o   Promote of the use of information resources;

o   Create perception of need and thereby create demand

o   Create awareness of the availability of information

o   Create demands for resources.

o   Ensure the optimum use of information.

o   Improve the image and status of the libraries and library professionals.

o   Save libraries from devaluation

o   Save libraries from declining reader-support;

o   Uphold the dictum/motto that information is power

 

 

Conclusion

Upon evaluating the literature of other authors, there is a clear indication that a large number of individuals have researched on the roles of librarian in marketing of information services and products in university libraries. Marketing approaches are proving to be effective in assisting academic libraries to adjust to changes in client base and will ensure that services delivered continue to fit the needs. According to Fourie and Dowel (2009), the products and services provided by libraries range from knowledge access and research support to printing services and the provision of information skills, supported by one on one assistance and advice. Strategies examining the distribution and delivery of services and their successful promotion will ensure that those who need information are provided with it.

 

 

CHAPTER THREE

RESEARCH METHODOLOGY

Introduction

This chapter explains how the research was conducted (kumar, 2005). Thus the research methods, target population, sampling methods, sample size, research instruments, data collection procedures, data analysis, pre-testing of research instruments are described.

3.0. Methodology

Research methodology is a way in which data is collected for the research project. It is basically a set of procedures and methods used to conduct research. Kumar (2005) defines research methodology as a method in which data is collected for the research. It is a set of procedures and methods used to conduct research. Crotty (2009), states that methodology can be divided into two broad approaches including; qualitative and quantitative methods. According to Creswell (2002), in quantitative research there is use of graphical and numerical techniques in summarizing data and is descriptive in nature. On the other hand, qualitative research involves the systematic collection and analysis of more subjective narrative materials using procedures in which there tends to be minimum of research imposed control and data is represented in a narrative way by using words. However, this study utilises both quantitative and qualitative research methods.

3.1. Research Methods

There are many research methods that are used in the Social Sciences; chief among these is the survey method. Crotty (2009) identified a social survey research involves a systematic and comprehensive collection of information about the opinions, attitudes, feelings, beliefs and behaviour of people. According to Haward (2016), the prominent research methods used in BLIS researches are social survey, historical, bibliometric study, citation analysis, case studies and experimental research. Therefore, Flick (2015), this collection is often accomplished through observation, interviewing or administering of questionnaires to a relatively large and representative sample of the population of interest. This study therefore, has employed a social survey method which is said to be flexible in data collection in order to get librarians attitude, experiences and opinions on their role in marketing of information services and products in libraries.

3.2. Target Population

Kuman (2005) defines target population as the group to whom you want to collect data and apply your results. The requirement of defining a population for a research project arises from the need to specify a group to which the results of the study could be applied. In this case, the study targeted Mzuzu University Library Staff to analyse their role in marketing of information services and products.  Therefore, the research targeted 17 library staff who is the initiators and implementers of the library marketing plans.

3.3. Sampling Methods

The Sample is the group that you have chosen from your population from which to collect data (Saldana, 2010). Sampling can be divided into two major categories: non probability sampling and probability sampling. Probability sampling is sampling in which the researcher can determine the chances each element on the sampling frame has to be included in the sample. It gives each and every member of the population an equal chance of being selected for the sample. Examples of types of probability sampling includes: simple random sampling, stratified sampling and cluster sampling. Non-probability sampling is whereby the researcher has no means of determining the chances of inclusion of the sample of a particular element in the population.

The sample may be drawn depending on determined size in advance, but there is no assurance of representativeness. Examples include purposive, haphazard sampling, quota sampling, snowball sampling, deviant –cause sampling, sequential sampling and theoretical sampling (Crotty, 2009). The researcher employed purposive sampling method which is based on the researchers’ judgment as to who can provide best information to achieve the objective of the study (Kumar, 2005). In order to come up with rich information, the researcher selected library staffs that were able to provide as many information as they could especially those entrusted with the roles of marketing information.

3.4. Sample Size

According to Aina& Ajiferuke (2002), sample size is defined as the size of the actual number of subjects to participate in the research study and whose characteristics can give a reasonable generalization of the entire population. The method of non-probability sampling method which is purposive sampling was used.  Kumar (2005) argues that when the population is below 1000, 30% of the population should be sampled 85% of 21 library staff is 17. Therefore, this study used the sample size of 17 library staffs which comprises of 12 male respondents and 5 female respondents.

3.5. Research Instruments

Research instruments are tools that are used to collect data. Kumar (2005) stresses examples of research instruments as: questionnaire, personal interviews, observation, focus group and documenting sources. The researcher used questionnaire with both closed and open ended question as a research instrument. Closed question provided multiple answers to each question asked and the respondents were to pick or tick one or more relevant answers. On open ended questions, the respondents were encouraged to express their opinions, perception, and behaviours on a number of issues without restraints.

3.6. Data Collection Procedures.

Data collection procedures are procedures followed in administering instruments and collection of data from subjects under study (Aina& Ajiferuke, 2002). Creswell (2002) narrated that, the best response rate are achieved by delivering questionnaires personally to the respondents. For this study, the researcher physically distributed questionnaires as one method of collecting data accurately. In order to come up with valid data, 17 questionnaires were personally distributed to personnel and collected later after they finish answering them...

3.7. Pre-testing

Pretesting involves testing the reliability of the research instruments in conditions as similar as possible to the research. Its aim is not to report results but to check for glitches in wording of questions or anything that could impede the instrument’s ability to collect data systematically (Creswell, 2002). Two questionnaires were administered at St John’s College of Health Sciences Library to college librarian and e assistant librarian in order to see if the questions were formulated well and would be understood by the respondents. Kumar (2005) recommended the advantage of pretesting as it permit a preliminary testing of the hypothesis, point out a variety of problems not anticipated related to design and methodology.

 

3.8. Ethical Consideration

Researchers need to exercise care that the rights of individuals and institutions are safeguarded by conforming to the standards of conduct in research (Polit, 2008). Therefore, permission was sought from the Mzuzu University Director of Research through the head of Library and Information Science to conduct the study. Participants’ names were not indicated on the questionnaire to make sure that the participants remain anonymous. The consent from Mzuni library staff was sought so that participants fully understand the subject in research project

3.9. Data Analysis

The research finding was analyzed using Stastical Package for Social Science (SPSS), Microsoft Word and Excel. SPSS was used to come up with quality graphs, charts and tables. In addition, Microsoft Word was used to describe qualitative data.

3.10. Dissemination of Results 

Results of this research study were disseminated by presenting a copy to Mzuzu University Library Malawiana Section and through oral Presentation.

3.11. Conclusion

This chapter has covered the research methodology, research method, target population, sampling size, sampling method, research instrument, ethical considerations, pre-testing of research instruments, data collection procedure and data analysis.

 

 

 

 

 

 

 

CHAPTER FOUR

PRESENTATION OF FINDINGS AND RESULTS

4.0. Introduction

The collected data have been carefully tabulated and interpreted. On the basis of the analysis, findings and conclusion had been drawn. Therefore, this chapter presents and analyse the data which was collected from the respondents. According to Flick (2015), data analysis is the process of evaluating data using analytical and logical reasoning to examine each component of the data provided. Thus, data from various sources are gathered, reviewed and analysed to form findings and conclusions. This study used Statical Package for Social Science (SPSS), Microsoft Word and Excel to analyse data. However, each questionnaire was analysed independently and data was presented qualitatively and quantitatively using graphs, charts, tables, words and in percentages.

Questionnaires

Almost 17 questionnaires were designed to find the views of library staff on their roles of marketing information services and products in university libraries, a case study of Mzuzu University library. Seventeen library staffs were sampled and seventeen responded to the questionnaires. Therefore, the data will be analysed depending on the number of questionnaire and responses provided by the respondents.

4.1.1. Targeted job title of library staffs at Mzuzu University

The 17 targeted respondents are from different job titles at Mzuzu University Library and Learning Resources Centre in which the study was conducted. A total number of 17 participant responded to the study making a response rate of 85%. Those who responded to the questionnaire include the university Librarian, assistant librarians, Library assistants, senior assistant librarian, public relations librarian, computer technician, Technical librarian and the acquisition librarian.

 

 

Table 1: job titles of Library staff

Job Titles	Total Number	Number of respondents	Percentage of respondents %
Librarian	1	1	100%
Assistant Librarian	6	5	83%
Technical Librarian	2	2	100%
Acquisition Librarian	1	1	100%
Public Relation librarian	1	1	100%
Library Assistant	12	6	50%
Senior Assistant Librarian	2	2	100%

 

Table above shows that they were 6 library assistants who responded representing 30%,  5 assistant librarians representing 25%,  2  senior assistant librarian representing 100%, 1 public relations librarian, 2 technical librarian, 1 Acquisition librarian and 1 librarian. 

4.2. Types of information services and products offered in the university Library.

This objective sought to find out the information services and products that Mzuzu University Library offers to its clients. The following were the information services and products offered responded by participants;

Table 2: Information services and products offered (N-17)

Services and Products offered	Number of responses
Internet	15
Printing and binding	7
Reference and information	16
APAC	17
Periodicals and journal collection services	17
Reprographic services	15
Readers services	16
Malawiana collection services	14
Inter-library loan services	11
Commissionaire services	16

 

Table above shows that out of 7 services offered at Mzuzu university library, 17 respondents gave first preference to OPAC and periodicals and journal collection services as resources to market, 16 respondents refers reference and information, readers services, commissionaire services, 15 respondents refers internet and rreprographic services, 14 respondents refer Malawiana collection services, 11 respondents refer inter-library loan services and 7 refer Printing and binding services as resources to market.

4.3 Means of marketing information services and products at Mzuzu University Library

The library adopted different kinds of marketing information services and products. In this regard, this objective meant to explore the means that Mzuzu University Library staff use in marketing of information service and products.  An illustration below indicating means of marketing information services and products in the library.

 

Figure-2 Graph above indicating means of marketing information services and products From the above graph according the respondents, it has shown and revealed that, the Mzuzu University Library uses library catalogue most to market its library information services and product. On the other hand, the staff also use the library websites www.mzuni.ac.mw seconded by brochures, posters and workshops. In addition to that, staffs apply Facebook, library publications, notesboards, Emails and outreach community services to market it materials. Lastly, Mzuzu University library staff employs little on Twitter, research, career guidance and counselling and on proving specialized services to special group of users.

4.4. Reasons for marketing information services and products

This objective meant to source the factors that enable library staff to market information services and products in university library. As a way of discovering the research asked the respondents to determine what motivates them to market these services and products. Below is the table showing reasons why marketing.

Table -3. Reasons for marketing information services and products (N-17)

Reasons	Number  of responses	%
Competition for customers	4	23.5%
Competition for resources	5	29.4%
Maintaining your relevance	12	70.5%
Stop being taken for granted	6	35.2%
Valuable for community resources	6	35.2%
Beneficial to library image	11	64.7%
survival	6	35.2%
Rising expectations	7	41.1%

 

Table-3 shows that out of 17 library staff, 12 librarians (70.5%) reveal that they market library and information services in order to maintain their relevance. Then 11 (64.7%) librarians felt that marketing information services and products is beneficial to the library image. 7 (41.1%) library staffs indicates rising customers’ expectations. Then 6 (35.2%) librarians felt that marketing of information services and products in Mzuzu university library is for survival, stop being taken for granted and being valuable for community resources. 5 (29.4%) librarian felt it for competition for resources and only 4 (23.5%) of library staffs felt that marketing of information services and products in Mzuzu university library is for competition for customers.

4.4. Benefits of marketing information services and products

This objective sought to find out the importance of marketing information services and products in Mzuzu University Library. As a way of discovering, the research asked the respondents to determine the benefits of marketing these services and products to the University. The table below showing some of the factors respondents responded.

Table 4: benefits of marketing information services and products (N-17)

Benefits	Number of responses	Percentages  %
Maintaining visibility	9	53%
Increasing number of clients	14	82.3%
Creating demand for resources	9	53%
Improving the image of the library	16	94.1%
Creating awareness of the available services	17	100%
Upholding the dictum/motto that information is power	10	59%
Ensuring the optimum use of information	13	76.4%

 

Table-4 shows that out of 17 respondents, 17 librarians (100%) felt that some kind of creating awareness and understanding of the available resources and services. 16(94.1%) indicates on improving the image of the library and 14 (82.3%) points on increasing the number of clients patronizing the library. Then 13 (76.4%) library staff felt that it will ensure the optimum use of information service and products. After that 10 (59%) librarians felt that marketing library services and products is used to uphold the dictum/motto that information is power, and lastly, only 9 (53%) of library staff felt that marketing of library services and products will maintain visibility of library and creating demand for resources.

 

4.5. Problems and challenges faced in marketing of information services and products

They are several factors that hinder the successful marketing of information services and products among Mzuzu University Library Staff. Illustrated below in the table are some of the challenges and problems hampering marketing libraries:

Table 5: problems and challenges (N-17)

problems and challenges	Number of responses	Percentages %
Lack of trained staff	6	35.2%
Poor investments	9	52.9%
Lack of proper technology	4	23.5%
Difficult to handle effective markets in the library	2	11.7%
Insufficient amount of resources	10	58.8%
Promotional programmes in the library are poor & limited	7	41.1%
Language barrier	0	0%
Lack of proper funding	11	64.7%
Poor information infrastructures	9	52.9%

 

Table 5 above shows that the major problems hindering effective marketing of library information services and products include lack of proper funding and relocation of resources to the library 11  (64.7%), insufficient amount of resource 10 (58.8%), there is inadequate infrastructure for marketing of library services 9 (52.9%), promotional programmes are poor and limited 7 (41.1%), The available staff lack professional training in marketing 6 (35.2%), there is lack of proper technology used in marketing information services and products 4 (23.5%), and lastly, 2 (11.7%) of library staff felt that there is difficult in handling of effective markets strategies in the library.

 

NOTE:  Respondents were asked to whether the library has effective techniques of marketing the services provided by their library that can be applied to the library which was not currently in use. Out of 17 respondents, 7 (41.1%) answered YES while 10 said No.  And the yes respondent provided the following techniques of their choice and wish:

Ø  Displaying of new arrival materials either books or printed journal for example exhibition.

Ø  Use of institutional repository

Ø  Use of brochures, suggestion box, and library weeks

Ø  Creating library Facebook and what’s up group, use of newsletters, display services to announce new collections

Ø  Using mobile phone apps and SMS services

Ø  Use of library website and Twitter.

 

 

CHAPTER FIVE

DISCUSSION, CONCLUSION AND RECOMMENDATIONS

5.1. Introduction

This chapter discusses the research findings that were presented and analysed in the chapter four and provides conclusions, recommendations and suggests areas for further research. The study set out to explore the role of library staffs in marketing of information services and products at Mzuzu University Library. The discussion follows the arrangements of research objectives. The objectives of the study were as follows:

·         To find out the role of librarians in marketing of library and information services and products at Mzuzu University.

·         To determine problems Mzuzu University library staff face in carrying out its library marketing activities

·         To analyse the benefits of marketing library information services and products at Mzuzu University.

5.2. Role of library staff in marketing information services and products.

The majority of 98% the respondents indicated that library staff creates an awareness of the available resources and services found in the library. They also announce any new collection of volumes arrived in the library either printed documents or electronics. In addition, Potter (2012) in his research study of marketing libraries indicated that librarians create a welcoming environment to its clients where customers are free to interact and ask for help in relocation of resources in the library. Furthermore, library staffs at Mzuzu University promote a wider publicity of information services and products in all faculties and department so that there is equal distribution and location of products and learning resources (Fourier and Dowel, 2009). In reference to Adebayo (2004), librarians make sure that they save time for the readers and each reader its book thus according to the rules of Ranganathan in 1931, therefore, library staff make sure that books and services are properly shelved and exhibited arranged according to the Library of Congress Classification Scheme (LCCS). They do also come up with a bibliographic database of the library collection & made them available online for example the Online Public Access Catalogues (OPAC) for easy retrieval and location of library resources, thereby saving time for the readers and ensuring optimum use of information by clients (Williams, 2011).

5.3. Services Offered at Mzuzu University Library

The research findings 94.5% indicated that majority of the responded agreed to the following services offered at Mzuzu University Library such as internet services, reference and information services, Online Public Access Catalogue (OPAC), periodicals and journal collection services, reprographic services, readers services, Malawiana collection services, and commissionaire services. However, it has also been noted that 5.5% of the respondents disagreed to the presence of inter-library loans services in the library that is in conjunction to Anil (2014). In nutshell, a good number of information services and products are offered to clients in Mzuzu University Library and Learning Resources Centre (MULLRC). Anil (2014) in his research founded that products and services ranges from printed documents and electronic documents that can be retrieved.  Ajay (2013) added that 98% of the products found in the library includes printed Medias such books and journals.

5.4. Means of Marketing information services and products in the Mzuni Library.

The study has revealed and established that a good number of respondents working in Mzuzu University Library use library orientations, library websites, and catalogues to markets its products and service. On the other hand, Williams (2011) noted that bronchures, workshops and notesboards are also heavily adopted in marketing of library materials though not in large scale as compared to library catalogues and website in conjunction with   library orientation. Despite the use of website, catalogues and orientation, Ajileye-Laogun (2004) indicated that library staffs also apply emails, outreach services in community, posters, newsletters and booklets. Nevertheless, library staff upon asked to suggests other effective marketing techniques intended to apply, out 17, 7 (41.1%) suggested that the library should open library what’s up and Facebook group, displaying new collection arrival, use of suggestion box and lastly use of mobile phone apps and SMS to communicate with clients, in which most of the libraries in Nigeria have adopted (Madhusudhan (2008).

5.5. Reasons for marketing library Materials

Although many organisations are adopting good marketing policies and strategies, libraries also are not staying behind to adopt these policies and strategies (Madhusudhan, 2008). As established by the study from respondents and in reference to Igbokwe, Ezeji and Obidike (n.d), some of the reasons of marketing library resources include: maintaining their relevance to its clients, stopping being taken for granted, the library is valuable for the community resources, being beneficial to the library image, for the library survival, and lastly rising customers expectation. Therefore, it has been revealed that only 30% of the responses agreed that the library is marketed for customer and resources competition at Mzuzu University Library.

5.5. Benefits of marketing library information services and products

The study has established that a large percentage of the respondents were on the view that library benefits from marketing because, it maintains library visibility, and it increases number of clients, improves the image of the library, it creates awareness of the available services, ensuring optimum use of information and upholding the dictum that information is power hence the advantages of marketing library information services and products (Adebayo, 2004).

5.6. Challenges and problems faced when marketing library materials

The research finding has revealed that library staffs of Mzuzu University encounter lot of challenges when adopting marketing of library information services and products. A good number of participants responded that librarians meet problems like insufficient amount of resources, lack of proper funding and location of resources to library materials, poor information infrastructure, poor investments (Ajileye-Laogun, 2004). Nonetheless, 46.4% of the respondents stated that lack of trained staff in marketing practice, lack of proper technology and promotional programmes in the library are poor and limited are some of the problems and challenges hindering successful marketing of Mzuzu University Library resources and services. 

Some of the problems that hinder effective marketing of library services include lack of funds. Adebayo (2004) reported that the issue of funding is the worst problem facing libraries in Nigeria. The problem of funding in libraries is one of the major issues Malawian National Libraries and University Libraries are facing. This is in line with the findings from the study conducted at Mzuzu University Library that constitutes the inability of libraries in Universities to design and deliver high profit services to its clients.

Conclusion

Findings of this study have revealed that library staff plays a significant role of marketing library information services and products at Mzuzu University Library. Marketing of library services and products allow library visibility and being valuable to its community thereby by allowing heavy patronage to its doors. It has also been noted that students and lecturers are benefiting a lot from proper marketing of library products and services as they use libraries for centre of academic Excellency. Despite the benefits of marketing, librarians meet lot problems in marketing its services and products, thus lack proper funding and poor technological infrastructures.

5.7. Recommendations

Based on the findings, the researcher recommends the following

§  Mzuzu University library should have a big plasma screen used to display and exhibits its library collection  and inform users if there is new collection like the way banks do in displaying  foreign currency exchange rate and other service. 

§  Should increase its internet and network bandwidth to ensure maximum retrieval and use of electronic resources from the library websites and catalogues.

§  The library should really open library members WhatsApp and Facebook groups where new collection and arrivals of collection can be noted plus providing library guides and manuals.

5.8. Areas of further study

The topic can be studied further by considering all university libraries in Malawi or abroad since the researcher only concentrated on librarians of Mzuzu University, the findings and outcomes can be different and new ideas can be generated. The topic can be further studied on the following angles:

•      Marketing policies adopted by university libraries in marketing information services and products in Malawi.

•      Roles of management in allocation of funds and resources to the library.

•      Marketing of library information services and products in the modern information and technology era.

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