Satisfaction With Library Services and Word of Mouth Marketing Among Students in Delta State University, Abraka, Nigeria

Résumé

The study examined the relationship between satisfaction with library services and word of mouth marketing among students in Delta State University, Abraka, Nigeria. The research adopted a correlational research design. A sample of 400 respondents was drawn from an estimated population of 22,000 students. Data from the respondents were collected via a questionnaire. Statistical mean was applied to analyse objectives one and two of the study, while the Pearson’s Correlation was used to analyse objective three. The study found that, students were satisfied with library services, there was low involvement in word-of-mouth-marketing about library services among students and there existed a significant relationship between satisfaction with library services and word-of-mouth marketing among the students. The research was limited to Delta State University, Abraka, as opposed to all other universities in the State. As a result, the findings should be interpreted in context and not be extrapolated to other universities without further study. The results imply that when applied, it may boost user engagement and library use, encourage patrons to let go of negative impressions about the library and foster favourable impression among library users. The study has established that students’ satisfaction with library services influenced WOM marketing at the Delta State University, Abraka, Nigeria.