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HOLY ANGEL UNIVERSITY

MARKETING

^OF

LIBRARY AND INFORMATION

^{SERVICES OF} SELECTED

ACADEMIC INSTITUTIONS IN ANGELES CruY

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^I

A

Thesis Presented

to

the Faculty

of

Graduate School

Holy

Angel UniversitY

Angeles

City

In Partiat Fulfilfunent of the Requirement

forthe

Degree

Master of

Arts

in

Library

Science

MARTCRIS

SACRI&$MBULAN

September 2010

HOLY ANGEL UII{IVERSITY

Marketing

^of

Library

and

Information

Sewices

@ry

^and

Infomation Senices of

Selected

Academic Institutions ⁱⁿ Angele City Maricris

S.

Simbulan

Abstract

This study was undertaken to investigate the marketing

strategies on the selected academic institutions in Angeles

City.

However, the primary aim was to come up

with

a marketing plan that

will

improve the quality of

library

customer values offered in the academic libraries and to enhance the level

of

satisfaction of their

library

customers. The researcher made ^use of the descriptive method and involved 23 Librarians' 99 faculty members, and 1016 students who were chosen through the convenient sampling technique, whereas, the theoretical framework of the study revolved around the adopted

"4C's"

marketing

mix

of Lauterborn (1990). The

"4C's"

^include

customer value, cost, convenience and communication.

However, to ^gather the data needed the researcher utilized

two

sets of questionnaires: one questionnaire for the

Librarian

respondents and another one for the

Library

users. For statistical analysis, the researcher used simple descriptive statistics such as frequency and percentage distribution

to

organize the collected data. Moreover, the chi-square was used to determine

if

there was ^a significant relationship between frequency of

visit

and degree

of

satisfaction on

library

and information services

of library

customers. The findings of the study indicate that the

Library officials

were aware of the need for marketing strategies but there is

still

room

for

improvement, hence, a proposed marketing plan

of library

and

infonnation

serviceb.