[[alternative]]A Study of Readers’ Satisfaction with the Marketing of National Taiwan Normal University Library

[[abstract]]Library marketing has received increased attention in the field of library studies in recent years as an effective strategy for library management. This study aims at exploring the readers’ level of satisfaction with library marketing. Observation on this issue may lead to better understanding of whether the services available at a library meet the needs of library users, thus providing important indication of library administration. To achieve the stated objective, the researcher invented "Questionnaire on Readers’ Satisfaction with the Marketing of National Taiwan Normal University Library" as the tool for collecting data. The subjects of study are chosen from the visitors of National Taiwan Normal University Library through a systematic sampling method. Of the 1,100 questionnaires issued, 856 valid questionnaires, or 78% of the original number, are retrieved. The SPSS software is used to run statistics and analysis on the collected data. using such statistical methods as frequency distribution method, t-test, one-way ANOVA, Pearson's correlation, etc. After the analysis, the main findings are: (1) undergraduate students account for the largest portion of visitors receiving the services provided by the library; (2) readers hold a quite positive attitude toward the overall marketing of libraries; (3) regarding the various aspects of library marketing, readers have the highest level of satisfaction in the “Place”（ channels of usage） aspect; the level of satisfaction is relatively low in the aspect of “Price”（ service fees）; (4) the level of satisfaction with library marketing show differences with different demographic variables; (5) the level of satisfaction with overall library marketing and that with the various aspects of library marketing show positive correlation. Considering the findings described above, this study reaches the following six conclusions: (1) the planning of university library marketing should focus on the needs of undergraduate students; (2) the “reader-oriented” principle of service should be promoted to accelerate the diversification of library management; (3) creating and facilitating “Place”（ channels of usage） will help enhance the efficacy of library marketing; (4) libraries should establish their own distinguishing features based on the marketing principle of “market segmentation”; (5) libraries should consider at certain degrees applying the marketing principles for non-profit organizations in reader services; (6) complete success of library marketing cannot be achieved without the mutual support and cooperation among all the departments in the library. Based on the findings and conclusions described above, the study proposes the following recommendations for the planning of library management: (1) libraries should strengthen their marketing planning to increase the efficiency of library services; (2) library marketing should pay more attention to providing guidance on using the library to the lower grade undergraduate students; (3) in order to provide the most suitable products for the users, collection development should become a more important part of library marketing; (4) librarians should be better informed in marketing to be able to support the new service philosophies and development of libraries; (5) libraries should conduct market evaluation on “Price”（ service fees） to determine reasonable prices; (6) libraries should take advantage of Internet access to provide more effective reader services; (7) libraries should conduct periodical evaluation of library marketing to make necessary adjustments of library management.