Impact of Marketing Information Resources on Quality Services in Medical Libraries in Bauchi State

Abstract

The research investigated the impact of marketing on enhancing the use of information resources and quality of services in Medical Libraries in Bauchi state. The study was guided by four objectives which includes to: Determine the role of marketing information resources in supporting service quality; Identify the methods of marketing information resources that are most valuable for supporting service quality services; Assess the impact of marketing information resources on services quality; and, Determine the problems associated with marketing information resources in medical libraries in Bauchi state. In line with the objectives, four research questions were answered and hypothesis was tested. The survey design was adopted for the study. A sample size of 160 was drawn from a total population of 270 medical library staff in Bauchi state. The study used questionnaire as the instrument for data collection while mean and standard deviation was used to answer the research questions and inferential statistics of T-test was used to test the hypothesis. The study found that: marketing information helps in providing information to a great extent with mean score ranging from 3.89 to 3.11; Content marketing; Social media marketing; and User education were the most valuable methods of marketing information as their mean scores ranges from 3.67 to 3.52; marketing of information; Brings about Better User Assistance; Brings about Digital presence; Brings about Targeted communication; and, brings about partnership and collaboration to a very high impact with mean scores ranging from 3.98 to 3.52; Financial constraints; Negative attitudes of librarians; Absence of alternative power supply; and unstable network are some the challenges faced to a very high impact with mean scores ranging from 3.88 to 3.51; and finally, there is a significant impact of marketing of information resources on services quality in medical libraries in Bauchi state since 0.03 is less than the 0.05 level of significance set for the study. Amongst other recommendations suggested are: the management of the libraries should design policies that can harmonize the use of conventional and emerging technologies in marketing information resources and services in the medical libraries to attract patronages.