ความรู้ความเข้าใจของผู้ปฏิบัติงานด้านสารสนเทศในการนำกลยุทธ์การตลาดมาใช้ในการจัดบริการห้องสมุดมหาวิทยาลัย

Abstract

The purposes of this study were to 1) study the opinions of the chief executives towards strategic plans and problems for implementing marketing ideas in university libraries. 2) study knowledge and understanding of applying the marketing mix to the library services of the librarians. The quantitative research was used and the data was collected by using 2 questionnaires. Questionnaires were distributed to the top 10 executives and 268 librarians (Percentage of 83.75). The data were analyzed by a data analysis program for social science research (SPSS). The statistics used for data analysis were descriptive statistics, which were frequency, percentage, mean, standard deviation. The results of the study found that 1) the opinions of chief executives on the implementation of the marketing strategy plan for the university library marketing was used at a high level (x̄ = 3.55). It was found that it was at a high level (x̄ = 3.77). The results of the study of the marketing mix concept (7Ps) in the library were found to be at a moderate level (x̄ = 2.50). The overall marketing performance evaluation showed at moderate (x̄ = 3.03). Results of the study of problems in applying marketing concepts to university libraries showed that there was a moderate mean (x̄ = 3.17). When examining each aspect, it was found that the management and marketing problems in the library found the overall average mean (x̄ = 2.97). It was found that the overview of the high- level average (x̄ = 3.53) and the problem of organizing marketing services in the library found that the overall average mean (x̄ = 3.02). 2) the perception of librarians in applying marketing mix (7Ps) each consists of 5 areas were at a moderate level of knowledge. This can be determined by the maximum number of scores for each area of the test results as follows: librarians have the most knowledge and understanding of distribution channels, followed by processes and the third is professionals.