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O contributo do marketing relacional na satisfação e fidelização dos utilizadores de bibliotecas universitárias
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Introdução: A evolução crescente das novas tecnologias no mundo moderno tem tido grande impacto na dinâmica das bibliotecas universitárias, o que tem suscitado a redefinição dos princípios estratégicos destas unidades e a implementação de novas diretrizes para as suas áreas de marketing. Objetivo: Averiguar o impacto do marketing relacional em contexto de bibliotecas académicas e avaliar os seus contributos na satisfação e fidelização dos utilizadores. Métodos: A investigação, de natureza descritiva e transversal, de paradigma quantitativo, sustentou-se na aplicação online de um questionário para a recolha de dados, adaptado da versão do LibQual+, orientado por email aos utilizadores de quatro bibliotecas da Universidade Católica Portuguesa. Resultados: Foram obtidas 292 respostas consideradas válidas. As evidências empíricas demonstraram que o marketing relacional molda a atitude dos utilizadores e contribui positivamente para a sua satisfação (p=0,000<0,05), ao mesmo tempo que garante qualidade e visibilidade dos serviços, o que gera confiança e influi quantitativamente nos níveis de afluência e de fidelização (r2= 0,695; p<0,05) do público académico a estes espaços. Conclusão: O marketing relacional surge como uma estratégia diferenciada que, quando implementada em bibliotecas universitárias, assegura posicionamento e sustentabilidade a longo prazo a estas estruturas.
Introduction: The growing evolution of new technologies in the modern world has had a great impact on the dynamics of university libraries, which has led to the redefinition of the strategic principles of these units and the implementation of new guidelines for their marketing areas. Objective: To investigate the impact of relationship marketing in the context of academic libraries and to evaluate its contributions to user satisfaction and loyalty. Methods: The descriptive, cross-sectional quantitative research was based on an online questionnaire adapted from LibQual+, which was sent by email to users of four libraries at the Portuguese Catholic University. Results: 292 responses considered valid were obtained. Empirical evidence has shown that relationship marketing shapes the attitude of users and contributes positively to their satisfaction (p=0.000<0.05), at the same time as guaranteeing the quality and visibility of services, which generates trust and quantitatively influences the levels of affluence and of loyalty (r2=0.695; p<0.05) of the academic public to these spaces. Conclusion: Relationship marketing emerges as a differentiated strategy that, when implemented in university libraries, ensures positioning and long-term sustainability of these structures.
Introduction: The growing evolution of new technologies in the modern world has had a great impact on the dynamics of university libraries, which has led to the redefinition of the strategic principles of these units and the implementation of new guidelines for their marketing areas. Objective: To investigate the impact of relationship marketing in the context of academic libraries and to evaluate its contributions to user satisfaction and loyalty. Methods: The descriptive, cross-sectional quantitative research was based on an online questionnaire adapted from LibQual+, which was sent by email to users of four libraries at the Portuguese Catholic University. Results: 292 responses considered valid were obtained. Empirical evidence has shown that relationship marketing shapes the attitude of users and contributes positively to their satisfaction (p=0.000<0.05), at the same time as guaranteeing the quality and visibility of services, which generates trust and quantitatively influences the levels of affluence and of loyalty (r2=0.695; p<0.05) of the academic public to these spaces. Conclusion: Relationship marketing emerges as a differentiated strategy that, when implemented in university libraries, ensures positioning and long-term sustainability of these structures.
Descrição
Palavras-chave
Bibliotecas universitárias Fidelização Loyalty Marketing relacional Relationship marketing Satisfação Satisfaction University libraries
Contexto Educativo
Citação
Figueiredo, E., Pereira, P., Ribeiro, C., & Passos, C. et al. (2026). O contributo do marketing relacional na satisfação e fidelização dos utilizadores de bibliotecas universitárias. Millenium: Journal of Education, Technologies, and Health, (21), Article e38594. https://doi.org/10.29352/mill0221e.38594