THE MARKETING OF PRODUCTS AND SERVICES AND THE USER SATISFACTION: a case study in the UFSCar´s Library Sectorial of Agrarian Sciences

Abstract

This study applies the concept of marketing products and services in relation to the information needs of users of the Sectorial of Agrarian Sciences of the UFSCar Library, by knowing the profile of users and evaluate the products and services offered. To develop this work, a survey was conducted through questionnaires to library users, in order to know the preferences, habits and satisfaction with the use of the library products and services. According to the results analysis, it was possible to know the user profile as well as information about the most used materials by them, frequency, and reasons to come to the library. The obtained results were satisfying (excellent and good concepts) in the category of the evaluation items such as attendance, collection, organization and infrastructure, along with the home loan services, visual communication, orientation of the ABNT standards, and dissemination of library products and services. In relation to the information needs and satisfaction of products and services, it was considered reasonable by most students. For items relating to interlibrary loan, switched, capes portal, it was found out that most students do not know the existence of these services. Through the user’s opinion some critical points were detected: the majority answered that the library would offer rooms with computers with internet access, the improvement of study rooms (group and individual rooms) and also acquire more copies of books and options (quantity and diversity of books), besides the need to have a quiet environment in the library. Improving the quality of services, based on analysis of the results, it is suggested to provide training to library users or how to use their services, since many do not know the sources of information and what services are available to them. It is important that the library makes the dissemination and promotion of products and services in order to stimulate the use of its resources, enhancing the satisfaction of users information needs.