Identification of Barriers Associated with Information Products and Information Service Marketing in University Libraries in Sri Lanka

Abstract

Libraries and information centers are not profit-making organizations, but they are information and service providers. The concept of marketing captures not only the buying and selling for monetary purposes but also the fulfillment of organizational objectives effectively in non-profit organizations which are constantly and inextricably linked to meeting its client's information needs. Marketing performances in the field of library and information science includes planning, organizing, dissemination, and controlling of information products and services through motivational and user convenience way. As a result of marketing, these organizations should be able to achieve their aims while satisfying their customers and fulfilling their information needs as well as wants. Academic libraries such as university libraries represent the “heart” of the learning organization. However, in the literature, it is reported that university libraries face many difficulties and there were many failures in providing the information sources and services to their users. It is therefore important to identify how the concept of marketing can be used in the university libraries effectively. This study, therefore, aims to identify the barriers faced in marketing information products and information services in university libraries in Sri Lanka. The quantitative research methodology has been used as a research methodology of this study while the case research method has been used as a research strategy. The study sample consisted of 15 state university librarians in Sri Lanka and structured questionnaires were distributed to gather data for this study. Data analysis was carried out with SPSS (Statistical Package for the Social Sciences). This study identified barriers in the marketing of information products and services in university libraries such as lack of professional human resources with marketing knowledge, lack of proper marketing policy for library management, The inactivity of the marketing mix, Failure of the promotion activities, Lack of understanding about the importance of public relation, lack of recognition for libraries in the society/organization, ignorance of the activities of staff in one section of the library. Overall marketing of information products and information services in the university libraries of Sri Lanka was not at a satisfactory level.