University Librarians’ Perception on the Marketing of Library Services in Sri Lanka: An Attitudinal Survey

In this Google era, Sri Lankan university librarians are in need to consider a way of “selling” their services to attract new users and retain existing ones. Bridging the gap between the users and the available information resources and services would require a positive perception and attitude of librarians. In this regard, the perception and attitude of Sri Lankan university librarians may influence the marketing of library services. The objective of this study was drawn to analyze the perception and attitude of university librarians in Sri Lanka, towards marketing their services in the light of improving the existing information services. The study involved 130 academic staff members in the libraries of the state universities established under the purview of the University Grants Commission in Sri Lanka. Total population sampling was considered, and self-administrated questionnaires were used for data collection. Data analysis was performed using mean values, frequencies, and Pearson Correlation Coefficient. The results depicted that, Sri Lankan university librarians had a favourable/positive perception and attitude towards marketing library services. This study is significant since administrators with positive attitudes and perceptions towards marketing can develop favourable marketing strategies to promote their products and services among their user community.