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A importância e desempenho dos atributos percebidos num serviço de biblioteca: um caso de estudo
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Advisor(s)
Abstract(s)
O presente trabalho de dissertação, realizado no âmbito do Mestrado em Gestão de
Marketing, pretendeu contribuir para o conhecimento da imagem percebida da Biblioteca
da Universidade do Algarve pelo utilizador docente, através da identificação dos atributos
associados a essa imagem, da avaliação da sua importância e do seu desempenho.
Em primeiro lugar, pretendeu-se identificar os atributos associados à imagem percebida
da Biblioteca da Universidade do Algarve, pelos docentes como público-alvo, enquadrálos
na perspetiva do modelo Servicescape e analisá-los com base na técnica de Análise
de Importância-Performance (IPA). Num segundo momento, o trabalho procurou
identificar possíveis estratégias de gestão de marketing e de gestão de imagem, para o
serviço de biblioteca da Universidade do Algarve.
Com estes objetivos, foi feita uma revisão de literatura, uma entrevista exploratória e um
questionário, incorporando os atributos identificados pelo modelo Servicescape,
organizados numa escala baseada na técnica de Análise de Importância-Performance
(IPA).
Os resultados obtidos através da entrevista exploratória permitiram identificar os atributos
da Biblioteca, reconhecidos pelos respondentes, e corroborar os atributos sugeridos pelo
modelo Servicescape, que depois foram incorporados nas perguntas presentes no
questionário. As respostas ao questionário permitiram identificar uma imagem muito
positiva da Biblioteca da UAlg. Por um lado, todos os atributos elencados são
considerados, pelos docentes que responderem ao questionário, como “muito
importantes” ou “extremamente importantes”, numa valorização clara das funções da
Biblioteca. Por outro lado, esses mesmos atributos foram, na generalidade, avaliados com
“bom” ou “muito bom” desempenho, numa avaliação muito positiva do desempenho da
Biblioteca nas diferentes vertentes em análise. No contexto da técnica de Análise
Importância-Performance, todos os 54 atributos ficaram localizados no quadrante B, Alta
Importância e Alto Desempenho, apontando para uma estratégia de manutenção da linha
de atuação que tem vindo a ser seguida.
The present dissertation work, of the Master in Marketing Management, aimed to contribute to the knowledge of the perceived image of the Library of the University of Algarve by the teaching user, through the identification of the attributes associated with this image, the evaluation of its importance and performance. First goal was, to identify the attributes associated with the perceived image of the University of Algarve Library by the teachers as a target audience, to fit those into the Servicescape model perspective, to analyze them based on the Importance-Performance Analysis (IPA). Then the dissertation intended to identify possible strategies of marketing management and image management for the library service of the University of Algarve. With this objective, a literature review, an exploratory interview and a questionnaire were carried out, incorporating the attributes identified by the Servicescape model, organized in a scale based on the Importance-Performance Analysis (IPA) technique. The results obtained through the exploratory interview made it possible to identify the Library attributes recognized by the respondents, and corroborate the attributes suggested by the Servicescape model, which were later incorporated into the questions present in the questionnaire. The questionnaire responses allowed us to construct a very positive image of the UAlg’s Library. On the one hand, all attributes listed are considered by the teachers who answer the questionnaire as very important or extremely important, in a clear appreciation of the functions of the Library. On the other hand, these same attributes were generally evaluated with good or very good performance, in a very positive evaluation of the performance of the Library in the different aspects under analysis. In the context of the Importance-Performance Analysis technique, all 54 attributes were located in quadrant B, High Importance and High Performance, pointing to a strategy of maintenance of the line of action that has been followed.
The present dissertation work, of the Master in Marketing Management, aimed to contribute to the knowledge of the perceived image of the Library of the University of Algarve by the teaching user, through the identification of the attributes associated with this image, the evaluation of its importance and performance. First goal was, to identify the attributes associated with the perceived image of the University of Algarve Library by the teachers as a target audience, to fit those into the Servicescape model perspective, to analyze them based on the Importance-Performance Analysis (IPA). Then the dissertation intended to identify possible strategies of marketing management and image management for the library service of the University of Algarve. With this objective, a literature review, an exploratory interview and a questionnaire were carried out, incorporating the attributes identified by the Servicescape model, organized in a scale based on the Importance-Performance Analysis (IPA) technique. The results obtained through the exploratory interview made it possible to identify the Library attributes recognized by the respondents, and corroborate the attributes suggested by the Servicescape model, which were later incorporated into the questions present in the questionnaire. The questionnaire responses allowed us to construct a very positive image of the UAlg’s Library. On the one hand, all attributes listed are considered by the teachers who answer the questionnaire as very important or extremely important, in a clear appreciation of the functions of the Library. On the other hand, these same attributes were generally evaluated with good or very good performance, in a very positive evaluation of the performance of the Library in the different aspects under analysis. In the context of the Importance-Performance Analysis technique, all 54 attributes were located in quadrant B, High Importance and High Performance, pointing to a strategy of maintenance of the line of action that has been followed.
Description
Keywords
Biblioteca Imagem percebida Servicescape Análise de importância-performance