Marketing plays a vital role in enhancing awareness and ensuring the optimal utilization of libraries. The lack of effective marketing strategies capable of improving user satisfaction necessitated this study, which aimed to determine the predictive power of process marketing efficacy in fostering user engagement and emphasizing the advantages of libraries, thereby increasing awareness and attracting new users. A mixed methods sequential explanatory design was employed, collecting data from 234 undergraduate students across three selected university libraries in central Uganda. Qualitative research was conducted through ten in-depth semi-structured interviews with six librarians. Descriptive analysis, along with correlation and regression analyses, were utilized to assess the effectiveness of process marketing on student satisfaction. The findings indicated a general agreement among respondents regarding the efficacy of the library's resource distribution strategies with overall mean score of 3.450 (SD = 0.646). The Pearson correlation analysis indicated a positive and significant relationship between the process marketing strategy and user satisfaction [r (155) = 0.5510, p<0.05]. The regression analysis revealed that the process marketing strategy accounted for an Adjusted R² of .304 in relation to user satisfaction. A strong correlation exists between the process marketing strategy and user satisfaction. This study underscores the potential of the process marketing strategy, which, when effectively implemented, can serve as a powerful tool to enhance library operations and underscore the importance of libraries compared to other information providers. Keywords: Marketing, marketing library services, process marketing strategy, and user satisfaction.

Nkumba University, School of Business Administration