Market Diversification Strategy as a Correlate of Information Resources and Services Usage in Special Libraries in North-East Nigeria

Amina Barkindo, Ifeka E. Okeke, Babangida Umar Babayi

Abstract


Special libraries, which cater to specific client groups, encounter considerable challenges, including low patronage and underutilization of their resources and services. This study aims to explore the relationship between market diversification strategies and the use of information resources and services in special libraries in North East Nigeria. The study was guided by two key objectives, and two hypotheses were tested at a 0.05 significance level. A correlational research design was employed, and data were gathered via structured questionnaires distributed to special librarians across six states in the region. The study population included all staff in North East Nigeria's special libraries, totaling 1,380 librarians across 231 libraries. Using a simple random sampling technique, a sample of 226 librarians from 18 libraries was selected. The researcher and 18 research assistants collected data directly, achieving a 100% response rate. Pearson’s product-moment correlation coefficient (PPMC) was used to analyze research questions, while regression analysis was applied to test the hypotheses. The findings show a moderate positive correlation between market diversification strategy and the usage of information resources and services in the libraries studied. Specifically, as libraries diversify their services to address the varied needs of users, resource utilization rises correspondingly. This highlights the importance of special libraries adopting proactive marketing approaches to attract and retain users. The article concludes with recommendations for implementing innovative marketing strategies and regularly assessing user needs to enhance library service delivery. In doing so, special libraries can better fulfill their mission of providing essential information services and support to their communities.


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