Endomarketing e biblioteca universitária: estudo realizado na seção de referência da Biblioteca Central da Universidade Federal de Goiás

Abstract

The present work aims to verify suitable marketing strategies for the dissemination of the services of the Reference Section of the Central Library (BC) of the Federal University of Goiás (UFG). The theoretical framework covers the following topics: Marketing, Endomarketing, Organizational Communication, Endomarketing Strategies; Reference Service. In terms of the methodology, the field of research is delimited from the Reference Section of the BC / UFG. From this definition we perform exploratory research based on a simple random sample. The research uses as an instrument of collection, unstructured interviews conducted individually by the author. The selected spaces for the interviews were two: Central Library and University Restaurant of the UFG, with three routes for the application of the interviews, having as target audience: the person in charge of the Reference Services section of the Central Library, the Administrative Technicians of the Library UFG Central and 17 undergraduate students from the UFG randomly selected. The analysis of the data shows that the administrative technicians have knowledge and make good evaluation regarding the Reference Section and its services; The students demonstrate ignorance of the Reference Section even using the services provided by it. In view of these analyzes we indicate that the Reference Section should develop Marketing strategies aiming to disseminate its services, objectives and functions to the unknown external public.