Library Marketing and User Satisfaction in Higher Institution

Library marketing strategy is seen as the important activity that should be taken into consideration by the library to improve its image and visibility. To have effective library marketing to library users, it is essential for the library to offer high quality of product, price, place and promotion. This study presents a perception on library marketing (product, promotion, and staff) and its relationships with user satisfaction. Questionnaires were distributed to 183 random library users who are using the academic library services. The analyses were undertaken using SPSS. Descriptive findings showed moderate perceptions in three variables measured where the mean value was in the range 3.61 to 4.10 on a 5-point Likert. Besides that the results also indicates a positive and moderate relationship between staff, product, promotion, and user satisfaction. The finding of the study is useful for the library to realise that marketing strategies applied will contribute to the user satisfaction. Library should improve their marketing strategies to make them still relevant in this era.