Please use this identifier to cite or link to this item: https://utcc-dspacecris.eval.plus/handle/6626976254/365
Title: Applying Marketing Mix for Improving the Library Services: Case Study of Prince of Songkla University, Trang Campus
Authors: Praihooyan, Urai 
Issue Date: 2013
Publisher: Chulalongkorn University Printing House
University of the Thai Chamber of Commerce
Source: Urai Praihooyan (2013) Applying Marketing Mix for Improving the Library Services: Case Study of Prince of Songkla University, Trang Campus. University of the Thai Chamber of Commerce Journal Vol.33 No.4.
Abstract: The objective of this study was to examine the application of marketing strategies for improving the library services at Prince of Songkla University, Trang Campus. The data derived from a sample group of 346 undergraduate students at Prince of Songkla University, Trang Campus, while the research tool was a questionnaire entitled "Usage of the Library Services by the Students of Prince of Songkla University, Trang Campus." The research data was presented as descriptive analysis, using percentages and mean, while the SPSS for Windows program was used to analyze the data. The qualitative data was organized by synthesized research and content analysis is used in order to find information concerning the marketing mix used in library services as well as information regarding the strengths and weaknesses of the level of implementation undertaken. The researcher expected to discover supporting factors that could be used to develop marketing strategies appropriate for the library of Prince of Songkla University, Trang Campus. It was found that the marketing mix, which consists of the 7Ps, can be applied to improve the library services at Prince of Songkla University, Trang Campus. The framework used is called the SIPPA-C Model and comprises six strategies as follows: 1) S: Service Development, 2) I: Impression, 3) P: Passion for Reading and Learning, 4) P: Promotion, 5) A: Added Value Service and 6) C: Customer Relationship Marketing-CRM.
URI: https://scholar.utcc.ac.th/handle/6626976254/365
ISSN: 0125-2437
Rights: This work is protected by copyright. Reproduction or distribution of the work in any format is prohibited without written permission of the copyright owner.
Appears in Collections:JEO: Journal Articles

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