Marketing Indicators and Effective Patronage of the University of Uyo Library

Abstract

The study investigated marketing indicator and effective patronage of University of Uyo Library in the University of Uyo library. To carry out the study, two objectives, research questions, and hypotheses were formulated. The survey research design was adopted for the study. The population and sample of the study was 62 library staff in the University of Uyo Library using census sampling technique. A researcher developed questionnaire titled Marketing Indicators and Effective Patronage Questionnaire (MIEPQ) was developed to obtain data for the study. Mean and standard deviation was used to answer research questions while independent t-Test was used to test the hypotheses at .05 level of significant. The findings from the study showed that marketing indicator such as resources promotion, public relations and library publicity have significant influence on effective patronage of University of Uyo library resources. The study recommended among other things that the library management should utilize social media in marketing their University of Uyo Library and service to increase user patronage.

Key words: Marketing Indicator, Resource Promotion, Public Relation, Effective Patronage

DOI: 10.7176/IKM/10-7-07

Publication date:November 30^th 2020