Service Marketing in Library - Coursework Example

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Library services form an integral part of any educational organization to the extent of even determining its image. Major users of library resources are the students of the concerned educational organization. When viewed as customers the usage of library resources is akin to purchase of such services by the student customer…
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Service Marketing in Library
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"Service Marketing in Library"

Download file to see previous pages This paper takes the end products view and examines how far the various services within a library impact the perception of service quality by taking recourse to structured literature review and a questionnaire survey within an overall phenomenological research design. The paper concludes that wherever there is no conscious strategic marketing of value added library based services like internet and electronic knowledge resources; it is the traditional services such as borrowing, referencing, reserving of books along with associated pricing which determines an overall view or perception of library resources.
Education and fully paid for education particularly has acquired the status of a service industry and students are variedly viewed as customers. For instance in the UK, Higher Education (HE) students were treated as the "primary customers" of a University (Crawford, 1991), even prior to the introduction of the system of paying the tuition fees "up-front". This customer view of students makes the university offerings open to evaluation for satisfaction and contributes immensely to the image of the university which may have serious students' retention implications apart from affecting the overall pool of potential entrants to the concerned university and school. As James et al (1999) state that the overall image of a university has a strong impact on the retention of current students and the attraction of potential students. It is also not hard to logically arrive at the conclusion that a university or a school that has poor image and reputation amongst its existing students and potential students would find it extremely difficult to attract funding and grants which would put the institution in a vicious circle of low funding-poor category students' pool and make for a loosing commercial and educational proposition.

The overall offering of a university, when viewed in the context of a service offering, comprises of a service component and a product component as (Sasser et al., 1978) state that the outcome of service delivery is a tangible product, and a "bundle" of goods and services as the product offering. In case of a university the products' components can be thought of as comprising of lectures and tutorials, presentation slides, supplementary handout documents/materials and the prescribed texts. More importantly this product component can also include physical facilities such as the libraries, lecture halls and tutorial rooms and overall standard of furnishing, presentation, lighting and layout as well as ancillary services such as catering and recreational facilities.

Service component, on the other hand, can include the overall teaching and research capabilities of the faculty, knowledge levels of other category of staff like faculty assistants, the rigor of the syllabi, consistency in maintaining pedagogy quality irrespective of faculty availability, and easy and open interface with all categories of staff that makes for a comfortable ...Download file to see next pagesRead More
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