2012 ©
             Publication
Journal Publication
Title of Article Users’ experiences of reference services in Thai academic libraries 
Date of Acceptance 9 August 2021 
Journal
     Title of Journal IFLA Journal 
     Standard SCOPUS 
     Institute of Journal International Federation of Library Associations and Institutions 
     ISBN/ISSN SSN: 0340-0352 Online ISSN: 1745-2651 
     Volume  
     Issue  
     Month
     Year of Publication 2021 
     Page 1-19 
     Abstract This research aimed to analyse the user experiences of reference services in academic libraries based on the marketing mix 7Ps concept. The sample was instructors and students from eight national research universities in Thailand. Questionnaires were returned by 337 instructors (86.41%) and 399 students (100%). The results show that the component of the marketing mix 7Ps that was most important for reference services according to the users was people (β = .881), followed by place (β = .868), promotion (β = .863), product (β = .856), price (β = .854), process (β = .805) and physical environment (β = .789). When considering product, the most important services were counselling, research information seeking, instruction and answering, respectively. The results of this marketing mix 7Ps study reveal users’ attitudes with regard to various aspects that can be integrated with service design and create a model for developing library service innovation. 
     Keyword Reference services, user experiences, marketing mix, academic libraries, Thailand 
Author
587080030-5 Miss KITTIYA SUTHIPRAPA [Main Author]
Humanities and Social Sciences Doctoral Degree

Reviewing Status มีผู้ประเมินอิสระ 
Status ตีพิมพ์แล้ว 
Level of Publication นานาชาติ 
citation true 
Part of thesis true 
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