Aplicação das técnicas de marketing de relacionamento em bibliotecas universitárias: caso biblioteca da Universidade Joaquim Chissano

Abstract

he present work aims to analyse the relationship marketing techniques applied in the Joaquim Chissano University Library. The university library plays an indispensable and extremely important role in the university community and not only, but also for all types of users in general, sharing its information with the entire community where it is inserted, making it fulfill its objectives and mission. knowledge of marketing techniques applicable in information units will certainly be able to contribute to developing new and useful skills for information professionals the research was elaborated from a qualitative approach, because it is a case study, the approach method is deductive and the data collection techniques were the semi-structured interview distributed by a sample represented by the information professionals of the library of. UJC, as well as evaluating the level of knowledge of employees about relationship marketing techniques in university libraries; identify the existing relationship between the librarian and users; to evaluate the degree of satisfaction and the importance of relationship marketing in the.UJC library and describe aspects related to the infrastructure and services provided. with the analysis and discussion of the results of the present work allowed us to conclude that the UJC library, despite not having a structured relationship marketing plan, is concerned with offering good services, since it seeks to know its users, their needs and interests to adapt their products and services; develops training and guided visits to its users with the aim of informing them about products and services that the library has, so that they can better enjoy its information resources. In this way, the UJC Library creates a trustworthy relationship with its users, seeking to satisfy their interests and promoting the image of the information unit and its services.