Libraries at University of Nebraska-Lincoln


Date of this Version

Summer 8-4-2022


This study was designed to trace the essentials of Segmentation from job performance to users’ satisfaction in academic libraries in three universities in Cross River State. In order to achieve this purpose, four research objectives were formulated to direct the study. A literature review was done on related variables. A survey research design was adopted, and a sample of 800 respondents was administered questionnaire in the following sequence: University of Calabar 400, University of Cross River State (former CRUTECH) 250 copies, and College of Health Technology150. Data were analyzed using tables and simple percentage calculations. It was found that users knew many segmentation strategies. Protuberant among them were; Segmentation enables users to identify their specialty789(100%) quickly, Resources are acquired, arranged, and directed to users based on disciplinary segments/professions789(100%), and during challenges, users can be sought for solutions as a group if they were shy individually764(06.83%). From objective 2, users agreed to study discipline/course 778(98.61%) and level of educational status789(100%), a mixture of psychographic and behavioral characteristics, were used for segmenting users in academic libraries. The results of the analysis in Objective 3 revealed that Segmentation enhances library use and access to information materials with general reading 657(83.27%), coursework/assignment/group discussion748(94.80%), personal development 604(76.55%), Exam preparation 724(91.76%), Globalization related 639(80.99), Health-related 568(71.86%), and Employment related 487(61.73%). Results from objective 4 showed that the critical steps in Segmentation that works better for academic libraries were only Need-based and segment identification: others were probably useable at companies or industrial sites. Finally, the study concluded that Segmentation was done to match users' needs with library supply capabilities so that users can have satisfaction