'Improving interpersonal skills among staff will improve university libraries' usage'

 
University libraries have a lot to offer when it comes to knowledge embedded in peer-reviewed resources, which should be used by students and staff.

However, for some reason, libraries are not used as much as expected, according to Florence Lubega Ssebbale, a Librarian at Nkumba University.

For the last five years, she has been investigating how university libraries can be marketed and boosted to increase their usage. And how users can get the best experience.

Research by Nabiryo and Okello-Obura (2020) revealed that 65% of private university libraries lack formal marketing strategies and marketing plans.

But also, a study by Buruga and Osamai (2019) showed that only about 24.4% of users express satisfaction with library services, largely due to a lack of formal marketing strategies.

Being a librarian by profession, Ssebbale says: “The revelations touched me.” She felt it was her duty to investigate the marketing strategies that could be used to create awareness among the users, deliver value, retain and attract high usage of the services.

This would, in the end, elevate users’ satisfaction to a better score of between 70-85% as is expected of academic libraries.

In August 2019, Ssebbale enrolled for a PhD and is going to graduate on October 25, 2025, at Nkumba University’s 27th graduation ceremony. Her doctoral thesis is in the area of marketing libraries for user satisfaction.

She investigated three marketing strategies (people, process, and physical evidence) that can attract students to use libraries more. The findings established that the three marketing mix strategies influence user satisfaction.

Therefore, University management should train library staff to improve interpersonal skills with users, enforce the use of systems and procedures that enhance accessible and reliable distribution of services for the full utilisation of libraries for academic endeavours.  

Library infrastructures should be better designed to attract more use as well.

In August 2019, Ssebbale enrolled for a PhD and is going to graduate on October 25, 2025, at Nkumba University’s 27th graduation ceremony. Her doctoral thesis is in the area of marketing libraries for user satisfaction.

Challenges and how she overcame them?

Looking back, Ssebbale says, her PHD milestone is not without challenges. First of all, the COVID-19 lockdown brought her studies to a standstill since she could not carry out research.

But also, balancing work with books took a toll on her. Being a full-time University Librarian, responsible for overseeing all the work in the library, Ssebbale had limited time to study during day. She had to brave sleepless nights to do her research.

Finances were also a problem, but she thanks Nkumba University management for stepping in to clear her tuition when she was on the verge of giving up.

Future prospects

In the next few years, Ssebbale envisions innovating more strategic marketing plans that will increase users’ satisfaction with the library. She also plans to publish articles that investigate how certain marketing mix strategies predict user satisfaction.

Education background

Ssebbale went to St Immaculate, Villa Maria Primary School before joining Gayaza High School for her O and A levels. She later pursued a bachelor's of arts from Makerere University and a post-graduate diploma in library and information science (PGDLIS) from the University of Botswana.

Thereafter, she did a Master of Library and Information Science from the University of Botswana and worked in various libraries under the Botswana National Library services for 13 years before joining Nkumba University Library. This background she says, 'influenced my PhD pursuit'.

A word to PHD aspirants

“Undertaking a doctoral programme is very expensive, but I have done it and you too can do it,” Ssebbale says. 

However, she advises choosing a field that you are interested in and are well conversant with. You should also be confident and follow your supervisors’ instructions.

“It is normal to feel like giving up but don’t do it,” she says. Think about the time and money you have spent and concentrate on the benefits you will achieve upon completion.

Also, join a group of like-minded colleagues and have enough funds because PhD is very expensive.