Assessment of Strategies Used for Marketing Library Services: Case Study of KMTC and KNLS in Kakamega County, Kenya

Abstract

Academic libraries support teaching, learning and research functions of their institutions. Such libraries are found in universities and middle-level colleges including Kenya Medical Training Colleges (KMTC). Public libraries like Kenya National Library Services (KNLS) also support such functions in addition to their core functions like Preservation and conservation of national imprint, enhancement of reading and information seeking habits of the public. This study aimed at comparing strategies used for marketing library services in KMTC and KNLS for information utilization. A descriptive survey research study design was conducted at KMTC and KNLS in Kakamega County.Study participants were recruited using stratified sampling technique. 563 out of a population of 1738 from KMTC and KNLS was sampled using Krecie and Morgan’s sample size determination. A pre-tested questionnaire and interview were used for data collection. Comparison of the marketing strategies; Exhibitions and displays, User Periodic Orientation, Suggestion Box, Library extension services, Through Friends and Tutors were significantly different between KMTC and KNLS P <0.001. Majority of those who accepted that the strategies above were used were from KNLS. However, majority of the participants disagreed about the use of library extension services. The User Periodic Orientation (OR,2.00;95% CI, 1.34, 2.98; p< .001), Suggestion Box (OR, 0.35; 95% CI, 0.24, 0.51; p< .001), Library extension services (OR, 3.05; 95% CI, 1.95, 4.78; p< .001), Through Friends (OR, 9.00; 95% CI, 10.04, 35.95; p< .001), Through tutors (OR, 7.00; 95% CI, 4.43, 12.25; p< .001) were associated with better marketing strategy. Conclusively, librarians in both libraries were knowledgeable in marketing library services. However, the study established that KMTC librarians needed to be proactive in marketing in order serve clients appropriately. The study recommended that managers of the two libraries review their policies to make marketing a mandatory exercise and train librarians in marketing for satisfactory service delivery