Market Orientation as a Strategy for Service Delivery in Public Libraries: A Case Study of the Northern Region in Kwazulu-Natal, South Africa

Abstract

Public libraries face a plethora of challenges in the information age. However, in spite of that, they are expected to deliver library services and to maintain their relationship with both current and potential users. The purpose of this study was to investigate the implementation of market orientation (MO) in library services provision in public libraries in the Northern Region of KwaZulu-Natal (KZN), South Africa. Using both quantitative and qualitative approaches, questionnaires and interview guides were used to collect data from the managers and librarians in the public libraries of the Northern Region of KZN. The collected data was tabulated in headings and sub-headings, and presented using themes, tables and frequencies. The study established that MO is still a developing concept for non-profit making organisations, such as public libraries. The managers and librarians as professionals in different levels have limited understanding of the concepts and its implications. This calls into question the implementation of this strategy in the provision of library services tailor-made for users. Although there are policies which guide MO and the provision of library services, it is doubtful that they are consulted and implemented. There are challenges which hinder the public libraries in this region from fully implementing MO for the benefit of the users. There is a need to create awareness of MO and its benefits to public libraries. Training librarians, and allocating funding for resources and infrastructure that will improve the implementation of all the strategies for improved library services, are some of the recommendations of the study.