The facilities used for marketing in medical libraries

3.2. The resources and facilities that are available to facilitate the marketing of

3.2.3. The facilities used for marketing in medical libraries

materials in the various subject areas they are working in and providing brief summaries of the subject of the resources by highlighting briefly the key concepts discussed in the documents.

In so doing, it saves the precious time of clients.

Chegwe and Anaehobi (2015) added that the rising cost of information sources has made it very difficult for librarians and clients alike to get all information they require or even related to the material of interest. Accordingly, modern techniques of current awareness services (CAS) are sending individuals’ direct notification of available information (Chegwe and Anaehobi 2015). Services are essential components of marketing and are part and parcel of promotion/communication as a construct of the 4Ps, 7Ps and 4Cs marketing mix. Without it, the marketing of information resources will be in vain. Okon and Umoh (2014) state that a relationship exists between the marketing and product or service and the nature of the service or product influences how those resources and services are patronized. Busari, et al. (2015) noted that the library could also increase information through quality, dependable, fast and appropriate professional services. According to Solomon (2011) services are the most difficult part of marketing in any organization because sometimes it is the relationship with librarians that people recall after the librarians must have forgotten which book or any library service is involved. Therefore, if the library intends to market the library as user-friendly, it should employ staff ready to help users to get their wants and not the other way round. This aligns with the SERVQUAL model maintaining that assurance entails the knowledge and the readiness of employees and their ability to convey trust and confidence. The following section discussed the facilities available for marketing information resources and services in medical libraries.

to all needed published, coffee joint facilities and computer workstations for training users on various aspects of computing and related skills have to be included. The previous submission by Schmidt (2006) indicated that libraries in general, especially medical libraries ought to emulate some services organizations, such as banks and supermarkets, thus providing the relevant facilities that will make the use of their resources and services convenient as well as make users comfortable. Marketing is about either retaining existing clients or attracting potential clients to continue to patronize the library which can only be achieved when there is a conducive atmosphere and the requisite facilities. Then clients would be attracted to use the library and its resources consistently.

Wakeham (2004) emphasized that the library might need to pull in a new a set of clients as well as retain existing clients in the case of medical libraries. This may mean broadening services, for example, giving room for group study or discussions or video viewing centre or facilities and may be the provision of a refreshment centre. In this context, it means adopting or adapting any facilities that may be required to use the library and its services proficiently.

Therefore, medical libraries should see these facilities as very significant in attracting and making medical students and medical professional users comfortable at using library resources and services. By and large the provision of a ‘right place’ to access information resources and services is one of the principal constructs of the 7Ps, and 4Ps marketing mix theory that guided the study. To support this point, Samanian and Khosropanah (2016) refer to place as the distribution venue of the products and services of a library. This includes the main library, Faculty/College libraries, remote access via the internet/intranet, library web page, databases, tele-conferencing, video conferencing and social media. So also, in the 4Cs theory, convenience is essential in enjoying the products (resources and services) offered by the library. There and then, the user's expectation will be made, as emphasized in the SERVQUAL model.

Chamberlain and Brook (2011) added that health libraries conducted a marketing campaign focused on time-saving services and is entirely multidisciplinary, using notice boards and staffed canteen displays. Also, notices were posted around the library, stressing that staff members were willing to assist and request users to respect other users' right to study in a friendly atmosphere. Murugesan (2017), Kumar (2017), Bhardwaj and Jain (2016) and Khanchandani and Hasan (2016) states that libraries offer facilities and services, namely:

i. Web OPAC, and RFID (radio frequency identification) facilities;

65 ii. Automation services;

iii. Library portal and library website;

iv. Air conditioning facility;

v. Library online survey;

vi. Webcasts and web announcements;

vii. Online advertising;

viii. E-mail services;

ix. Social network site such as Facebook, Twitter, Flicker, YouTube, Blogs, Wikis, RSS, Web 2.0 and;

x. Cell phone facilities are useful tools/facilities resources and services marketing academic libraries.

The availability of these facilities in place would make the usage of the library resources and services amusing to clients and they will be encouraged to patronize library services consistently. Khanchandani and Hasan (2016) further reiterated that the introduction of the RFID facility in libraries in Delhi give the best reading facilities to clients. The facility will assist them for the simple loaning of books, self-check-out through self-check-in using a book drop box on premises and open 24/7 alongside the reading facilities. Others were excellent furniture, quality lightening and proper signage have been installed to encourage and expand readership in the library. A facility like RFID requires a constant power supply to function properly regarding check in and checkout of library resources. However, in Nigeria, due to the absence of constant power supply, the proper function of this facility will be seriously affected.

Patil and Pradhan (2014) identified the following infrastructural facilities for marketing information resources and services. These include

i. Frequent meetings between users and library staff;

ii. Internship programmes; students should be given the opportunity to work in the library;

iii. Good bandwidth and internet access facility should be made available with Wi-Fi connectivity to all users on the campus; and

iv. Reading hall facility should be available 24 hours a day;

v. Creating digital resources;

vi. Online access to e-resources should be made available through a library gateway portal; and

vii. Creation of a compact storage section to accommodate growing physical collections;

The research itemized numerous facilities that if deployed in Nigerian medical libraries, would effectively make them a suitable environment for reading, learning and research. It would additionally encourage users to regularly come to the library and use its available resources and services. However, the deployment of most of these facilities by medical libraries in Nigeria requires time to enable them to look for funds internally or externally because of underfunding. Odine (2011) noted that a good and friendly environment is needed to market library services effectively. To efficiently market a library's services, librarians should strive to provide an entirely reading and study atmosphere.

Thus, medical librarians should employ these facilities to make them a very comfortable place for learning and research that attract all categories of clients to patronize them and their resources and services enormously. However, there are users who do not want to have a silent library environment. Therefore, the library should consider providing an alternative for such users, for example, a musical or viewing centre, so that all user needs and interests should be served accordingly In support of this, Pakurár, Haddad, Nagy, Popp and Oláh (2019) noted that service quality could be described as a comprehensive user assessment of a given service and its degree to which it meets user expectations and provides satisfaction.

Osinulu et al. (2018) opined that library settings should be better. For instance, there should be enough reading space, seats, tables, restrooms and proper ventilation, orderly and noiseless library environments, clean toilet facilities, lighting, training programmes, services and innovative marketing strategies and the use of highly innovative library technology, applications. From the preceding, facilities refer to anything that will make access to information resources and services much more comfortable, convenient and enjoyable to facilitate its dissemination to target users. Therefore, for the efficient marketing of information resources and services to medical students and professionals, relevant conventional and sophisticated facilities need to be deployed in medical libraries.

Consequently, the available literature reviewed showed that not much had been written on the facilities for marketing information resources and services. Also, some of these facilities are

accessible in advanced countries; however, in developing countries like Nigeria, these facilities are not accessible due to inadequate funding and the dearth of some critical infrastructural facilities, such as a stable power supply and bandwidth. This shows that a gap exists in the literature about facilities for library resources and services marketing in developing countries and specifically in Africa. Hence, this is one of the issues Research Question One of the present study sought to address. More so, this is consistent with 4Cs marketing mix and SERVQUAL model when they emphasizes that convenience/tangibles are the presence of physical facilities, equipment, personnel and materials for communication to attain the qualitative and efficient marketing of information resources and services. The next section discusses the strategies/

techniques for marketing information resources and services in medical libraries.

3.3. The marketing strategies /techniques employed to meet the users’ needs in

Dalam dokumen Marketing to enhance the use of information resources and quality of services in medical libraries of public universities in North-West Nigeria. (Halaman 85-89)