The Application of Service Marketing Strategies in University Libraries Administration in Bangkok Metropolitan

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Thannicha Thaninjirachotipat
Jitchin jittisukaphong


     The purposes of this study were to: (1) study the operational conditions of service marketing strategy implementation; used in the administration of university libraries in Bangkok, (2) study the relationship between levels of the service marketing strategy used in library management and the percentage of library access, (3) compare the problems and obstacles in applying service marketing strategies to university library administration, and (4) suggest guidelines for using service marketing strategies to improve University library administration. The sample consisted of 174 administrators and librarians of university libraries in Bangkok by simple random sampling. The tool used for data collection was a questionnaire with a reliability of .962. Statistics in data analysis were frequency, percentage, mean, standard deviation. The hypothesis was tested using Pearson Product-Moment Correlation Coefficient and ANOVA.

         The results of the research revealed that 1) the use of service marketing strategies in the management of university libraries in general was at the highest level, 2) the relationship between the levels of service marketing strategies in library administration and the percentage of library service access Overall, there was a significant correlation at the .05 level, 3) administrators and librarians belong to different types of universities. There are problems and obstacles to application of service marketing strategies in university library administration. Overall, the differences were statistically significant at the .05 level, and 4) the recommendations are a study of target users that should be conducted continuously and consistently, both quantitatively and qualitatively. brainstorming strategies to be used in management and all personnel are aware of the operational guidelines

Article Details

Author Biography

Thannicha Thaninjirachotipat, Central Library,  King Mongkut's University of Technology North Bangkok

Miss Thannicha Thaninjirachotipat



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