About Us   |   Contact Us   |  
Submission  

Enhancing User Satisfaction through Effective People Marketing Strategies in University Libraries

DOI : https://doi.org/10.36349/easjehl.2024.v07i08.006
PDF
HTML
XML

This research article investigates the relationship between people marketing strategies and user satisfaction within university libraries in central Uganda. Given the increasing competition among academic libraries for user engagement and service delivery, understanding how people-oriented marketing approaches can enhance user satisfaction becomes crucial. The objectives of this study are: to analyze the people marketing strategies employed by selected university libraries, assess user satisfaction levels, explore the relationship between marketing strategies and user satisfaction, and determine the influence of these strategies on the overall satisfaction of library users. A mixed-methods approach was used, involving quantitative surveys and qualitative interviews. Findings indicated a positive (0.185-0.509) and significant (P≤0.01) correlation between effective people marketing strategies and higher user satisfaction levels. Staff availability (12.463, P≤0.009), capacity to guide users (3.583, P≤0.000) communication skills (0.605, P≤0.001), effective rapport with users (37.351, P≤0.058), and support in utilization of new technologies (3.283, P≤0.007), among others, were the major determinants of user library satisfaction. The study therefore emphasized the need for library administrations to adopt comprehensive marketing approaches focusing on interpersonal relationships and user-centric services.

TOP EDITORS

OPEN ACCESS JOURNALS

Dr. Afroza Begum

Lecturer, Dept. of Pharmacology and Therapeutics, Shaheed Monsur Ali Medical College & Hospital, Uttara, Dhaka-1230, Bangladesh

BEST AUTHOR

Of The Month

TRACK YOUR ARTICLE

Enter the Manuscript Reference Number (MRN)
Get Details

Contact us


EAS Publisher (East African Scholars Publisher)
Nairobi, Kenya


Phone : +91-9365665504
Whatsapp : +91-8724002629
Email : easpublisher@gmail.com

About Us


EAS Publisher (East African Scholars Publisher) is an international scholar’s publisher for open access scientific journals in both print and online publishing from Kenya. Its aim is to provide scholars ... Read More Here

*This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

© 2020, All Rights Reserved | SASPR Edu International Pvt. Ltd.

Developed by JM