Servicios de referencia en bibliotecas universitarias: tendencias y plan de marketing

González-Fernández-Villavicencio, Nieves Servicios de referencia en bibliotecas universitarias: tendencias y plan de marketing. El profesional de la información, 2012, vol. 21, n. 6, pp. 567-576. [Journal article (Paginated)]

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English abstract

Reference services, both face-to-face and virtual, in academic libraries have a low usage, which jeopardize their continuity. University librarians worldwide are pursuing innovative and creative programs to offer the service where, how and when it is needed. Libraries have to evaluate their services to meet the changing needs of users, developing and adding marketing plans to strategic plans, which allow a redesign of reference service, depending on statistical data, user satisfaction data, and ROI. The academic library must demonstrate the value it brings to the objectives of the institution. Based on a literature review, an overview of the current face-to-face and virtual reference services in university libraries is provided, pointing their mistakes and successes.

Spanish abstract

Los servicios presenciales y virtuales de referencia de las bibliotecas universitarias tienen un bajo uso, lo que pone en peligro su continuidad. Bibliotecarios universitarios en todo el mundo están llevando a cabo programas innovadores y creativos para ofrecer el servicio dónde, cómo y cuándo se necesita. Es necesario que las bibliotecas evalúen sus servicios para adaptarse a las necesidades cambiantes de sus usuarios, elaborando e incorporando planes de marketing a sus planes estratégicos que permitan un rediseño del servicio de referencia en función de datos estadísticos, satisfacción de usuarios y ROI. La biblioteca universitaria debe demostrar el valor que aporta a los objetivos de su institución. Se ofrece una visión actual de conjunto del servicio de referencia presencial y virtual de las bibliotecas universitarias, señalando sus errores y aciertos, a partir de una revisión bibliográfica.

Item type: Journal article (Paginated)
Keywords: Reference services, Academic libraries, Virtual services, Redesign of services, Marketing plan, Servicios de referencia, Bibliotecas universitarias, Servicios virtuales, Rediseño de servicios, Plan de marketing.
Subjects: A. Theoretical and general aspects of libraries and information.
A. Theoretical and general aspects of libraries and information. > AA. Library and information science as a field.
C. Users, literacy and reading.
C. Users, literacy and reading. > CD. User training, promotion, activities, education.
Depositing user: Nieves González-Fernández-Villavicencio
Date deposited: 05 Jan 2013 10:39
Last modified: 02 Oct 2014 12:24


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