Marketing relacional e comunicação em bibliotecas universitárias

: o caso das Bibliotecas da Universidade Católica Portuguesa

Abstract

The increasing evolution of new technologies in the modern world has had a great impact on the dynamics of organizations and has clearly changed the paradigm of libraries. This phenomenon has particularly affected university libraries, which are currently undergoing major changes and permanent challenges. To face these new contexts, new skills and attitudes have been required from these structures, which essentially prioritize the user as a whole, and which are capable of influencing their behavior and predisposition to relationships and loyalty. In this line of action, we are witnessing the redefinition of the strategic principles and objectives of these information units and the implementation of new guidelines for their marketing and communication areas. With this study, the main objective was defined to investigate the impact of relationship marketing and communication in the context of university libraries and to evaluate their contributions in the satisfaction and loyalty of users. To this end, the focus was on the set of Libraries related to the Catholic University of Portugal, implemented namely in Braga, Lisbon and Viseu, with our intention, on the one hand, to assess the existence of a relationship marketing plan in these Units and by another, to determine the level of user satisfaction regarding the communication and relationship framework in use in these libraries. Thus, an exploratory, descriptive and cross-sectional investigation of a quantitative nature was developed, with the online application of two questionnaires for data collection. The empirical study involved two distinct groups of population samples, both defined as non-probabilistic, criterial and by convenience, constituted, one by collaborators and the other by users, assigned to four UCP libraries. Empirical evidence shows that relationship marketing and communication constitute a set of differentiated strategies, which when implemented in University Libraries, positively shape the attitude and satisfaction of users, at the same time that guarantee quality and visibility of the services, which influences quantitatively the levels of affluence and loyalty of readers to these spaces.

Date of Award	21 Dec 2021
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Célia Ribeiro (Supervisor) & Clotilde Passos (Co-Supervisor)