ACADEMIC LIBRARIANS PERCEPTION AND ATTITUDE TOWARDS MARKETING OF LIBRARY SERVICES IN DELTA STATE, NIGERIA

Author: Chegwe Ossai Azuka
Department: Library and Information Science
Affiliation: Nnamdi Azikiwe University

The study was carried out to examine academic librarian’s perception and attitude to marketing of library services in Delta state Nigeria. Specifically, the study aimed at examining academic librarian’s perception to marketing library services, examined their attitudes towards marketing library services, to identify marketable services as well as identify the perceived challenges of academic librarians in marketing library services in the State. Two hypotheses were formulated to guide the study which was tested using t-test and ANOVA respectively at 0.05 level of significance. The population of the study consists of one hundred and forty six (146) academic librarians in twelve higher Institutions in Delta State. The entire population was used for the study since it is small. The questionnaire was used to elicit information from the 146 respondents. Out of the 146 questionnaire administered, 138 were retrieved and analyzed. The study revealed that academic librarians in Delta state have a positive perception and attitude to marketing library services. The study also shows that library services such as reprographic services, abstract, bulleting, loan/lending services , resource sharing, blogs, citation, alert, Selective Dissemination of Information (SDI), reservation services, user education, indexing and abstracting services and reference services are marketable to library users. The test for hypotheses shows that older librarians by years of experience have more positive attitude towards marketing library services than younger librarians. Also there was no significant difference in the attitude of librarians towards marketing library services from various types of institutions in Delta state. The study however recommends that marketing concept should be introduced to library and information science curriculum and more workshops, seminars and conferences should be organized to equip librarians with the pre-requisite skills to enable them compete favorably with other information providers.

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