La biblioteca universitaria orientada a la investigaciónpropuesta de un modelo de servicio centrado en el usuario desde la perspectiva del marketing

Abstract

This work has as goal the study and evaluation of University libraries role in the accomplishment of the University mission towards its research activity. For this purpose, the research function and its incidence in the competitive evaluation systems are analyzed, spotlighting the rankings. The paradigm change in the management of the University Libraries, where the performance is more focused in the support services for research, is highlighted. This University services are characterized, placing the study in the context of the Universities global strategy for research. Two main groups of Spanish Universities are looked into from a strategic and operative standpoint. Researcher are examined as the corner stone of this research support services both from an informative perspective, including an study on the digital identity management, and their link with the library as well as librarians role in this context. Moreover, this work develops a practical chapter studying the real situation in A Coruña University, its services, its library and the defining traits of their researchers. A methodical proposal is developed based on marketing foundations, being applicable to other librarian contexts, in which is emphasized in the need of an holistic view of the services for research and the philosophy and the technique from marketing are applied from a strategic and operative standpoint.