Viešosios bibliotekos įvaizdis vartotojų požiūriu : Kėdainių rajono savivaldybės M. Daukšos bibliotekos atvejis

LTStraipsnyje nagrinėjama viešosios bibliotekos įvaizdžio problematika. Remiantis mokslinės literatūros analizės ir sintezės metodais, pateikiamos teorinės organizacijos įvaizdžio formavimo nuostatos: išskiriami ne tik pagrindiniai, bet ir papildomi kultūros ir informacijos paslaugas teikiančios organizacijos įvaizdį formuojantys veiksniai. Aptarus svarbiausias teorines organizacijos įvaizdžio formavimo nuostatas, straipsnyje pateikiamas empiriškai pagrįstas vartotojų požiūris į Kėdainių rajono savivaldybės M. Daukšos viešosios bibliotekos įvaizdį. [Iš leidinio]Reikšminiai žodžiai: Organizacijos įvaizdis; Vartotojai; Vartotojas; Viešoji biblioteka; Įvaizdis; Įvaizdžio formavimo veiksniai; Factors of image formation; Image; Image of organization; Public library; User.

ENThe final work deals with the library image topics. The subject of the research is the image of Kėdainiai District Municipality Mikalojus Daukša Public Library (hereinafter – the KDMPL) from the viewpoint of. The analysis and synthesis of scientific literature and the empirical research methods (quantitative type survey, research instrument – questionnaire) were applied in this work. The comparative research of questionnaire data on the opinion of 320 library users of the KDMPL was carried out. The major factors forming the organisation’s image are the image of services, the image of user, the internal image, and the image of staff as well as relations with the society and publicity. The empirical research has demonstrated that a welcome service and a well-completed library corpus were specified by library users as the major factors in forming the image of the KDMPL. It was found out that both library users assessed positively the quality of services rendered by the library. The advertising in the media was specified as a negative part of the library image. Respondents relate the desirable image of the KDMPL not only to elements of external image (surroundings, quality of services rendered, publicity), but also to elements of internal image (human resources, new and diverse literature, information technologies). Therefore, a conclusion is drawn that the KDMPL, by joining elements of the external image and the internal image into a whole, develops the favourable and positive image. With regard to the KDMPL, it is advisable to give most attention to the website, trade mark, relations with the society, building surroundings and interior; it is purposeful to turn attention to the library advertising through traditional mass media (television and the press) and take advantage of possibilities offered by social communication – advertisement of the library in social websites. [From the publication]