Application of Marketing Strategies to Library and Information Services in Public Universities in South-East Nigeria

Abstract

This study determined the application of marketing strategies to library and information services in public universities in South-East Nigeria. Two research questions guided the study and two null hypotheses were tested. A descriptive survey research design was adopted for the study. The target population comprised 301 (124 librarians and 177 library officers) in public universities in South-East, Nigeria. A simple size of 200 (86 librarians and 114 library officers) were drawn using simple random sampling technique A structured questionnaire containing 23 items used for data collection. The questionnaire was face validated by three experts in the field of Library and Information Science and measurement and evaluation. Trial test was used to establish the internal consistency of the instrument and data analysis using Cronbach alpha yielded correlation coefficients of 0.85 and 0.79 for the two clusters (B1 to B2) with an overall coefficient of 0.82 obtained. One hundred and ninety three (193) duly completed copies of the questionnaire were retrieved and used for data analysis. Mean and standard deviation was used to answer the research questions and to determine the homogeneity of the respondents’ ratings respectively while the t-test was used to test the hypotheses at 0.05 level of significance. The analysis was carried out using Special Package for Social sciences (SPSS) version 23.0. Some of the findings revealed that.