แนวทางการนำหลักการตลาดบริการเพื่อพัฒนางานบริการห้องสมุดประชาชนในจังหวัดลำพูน

Abstract

The purpose of this research was to 1) study marketing environment of Public Libraries in Lamphun Province. 2) study on developing the marketing plan and applying the marketing mix to the Public Library in Lamphun Province. 3) study guidelines of service marketing to develop library services at the Public Library in Lamphun Province. This research was a mixed methods approach: qualitative and quantitative research. The qualitative research was collected by using non-participant observation and semi-structured interview. The population focused on 8 directors of the office of the Non-Formal and Informal Education (NFE.) and 8 librarians/service staff of the Public Library in Lamphun Province. The quantitative research, a research instrument was a questionnaire. This study was to investigate satisfaction of using the Public Library in Lamphun Province. The sample group focused on 390 users. The statistics used for data analysis are Frequency, Percentage, Mean, Standard Division (S.D.) and inferential statistics, called one way ANOVA.

The results of non-participant observation found that the vision, mission, and SWOT analysis of 8 Public Library in Lamphun Province are the same way.

The study results from interviews with directors and librarians found that directors have a low level of marketing knowledge. (50%) And librarians have a moderate of marketing knowledge. (37.50%) Both have the same opinion that marketing concept is very important for library services development. (100%) Marketing can solve the problem about fewer user, physical evidence and budget of the Public Library. Directors and librarians suggested a method for using marketing mix (7Ps) to solving problems and develop Public Library services.

A study from the respondents were satisfied found that: There is a very high level of overall satisfaction. (X = 4.08) The most satisfactory factor is Price. (X = 4.58) The second satisfactory factors is People. (X = 4.26) The third satisfactory factor is Process. (X = 4.17) At the same time, the least satisfactory factor is Physical evidence. (X = 3.71) The latest is devices/technologies for reading promotion activities. (X =3.34) A study from the respondents were needed found that: There is a very high level of overall need. The most user need factor is People (X =4.74) The second user need factors is Place (X =4.54) The third user need factor is Process. (X = 4 .53) At the same time, The least user need factor is Products/Services. (X =4.21) The results of the study above were used to formulate a marketing strategy using the marketing mix (7Ps) as follows: 1) Products and services: Emphasis on changing the service model both online and proactive service arrangement. 2) Price: Providing services to all people without charge for access to library services. 3) Location: Must be located in the community, so users can travel to use the service by public transport, provide 24/7 service and proactive services. 4) Promotion: Organize to promote service access, discount, exchange, giveaway, and gift giving. 5) People: should create service mind, develop skills, knowledge, experience and operational potential, including seeking network partners to operate, reduce unnecessary service steps and improve the process of service to be accurate and fast. 7) Physical evidence: Create an atmosphere like a cafe, coffee shop where the users can read a book while eating/drinking. Then the strategy was prepared in the form of an action plan. Then design controls and assessments in order to use the results to improve the public library's marketing strategy plan to be effective and increase productivity.