Investigating the Implementation of CMR in Public Libraries in Tehran (2016)

The purpose of this study is to investigate the implementation status of the customer relationship management in public libraries in Tehran. This study has been performed by the descriptive survey and the comments of 158 librarians and employees working in public libraries of Tehran have been investigated by the researcher- based questionnaire CMR due to the dimensions of Oker and Mavambi Model with three factors (social, technological and intellectual factors) and 15 questions. There has been used SPSS Software 24 and Lisrel Software 8.8 to analyze data and to perform statistical tests.
Findings: According to the results of tables, it has been observed that average scores of persons on CRM is equal to 35532 with standard deviation 0.6618 and the statistical value T is equal to 10505 that is meaningful at the level 0.05. Due to this fact that the lower and upper mean is calculated positive for both of them, it can be concluded that the mean of CRM is more than the number 3 (the mean of 5 option Likert) placed in an appropriate level.
Originality/Value: by doing this study, it is expected that the role and importance of customer relationship management has been clear for the librarians and employees so that they attempt in this way with more efforts in order to reinforce this important issue and pay attention the needs of customers.