Review of Acquaintance and Necessity of Implementing Strategy of Customer Relationship Management from the Perspective of Human Resources of Academic Libraries in Iran

In today’s competitive world, validity of a successful organization is based on long-term and effective relations with customers. While review of customer relationship management literature indicates high failure rate of this strategy in spite of emphasizing on its necessity, it is essential to pay sufficient attention to librarians who play an effective role in its successful execution. The aim of the present research is to study the librarians’ attitude toward strategy and the application of customer relationship management in university libraries of Iran.
Population of the present research includes librarians of the central libraries of Iran universities. For the data collection, a questionnaire was designed based on the review of customer relationship management questionnaires and the literature on customer relationship management. The validity and reliability of the data scale were confirmed by the viewpoints of experts and specialists. The computed Cronbach's alpha was .88.
FINDINGS:Findings of the research showed a high level of orientation with customer relationship management in librarians.It demonstrates the presence and use of customer relationship management of above the average level indicating the recognition of necessity and place of this strategy in the university libraries by the librarians.
The results also highlighted the relationship between their familiarity with customer relationship management librarians and their understanding of the necessity of implementing this strategy.