Factors affecting customer relationship management in public libraries
Purposethis study aimed to Model for customer relationship management in public libraries and to identify factors influencing was done.
MethodThe present research is a correlation study. Data were collected via questionnaire. The research population was 380 persons of Astan Quds Razavi library staff that they were randomly selected 153 individuals. was all of employees of the Libraries of Astan Quds Razavi, who were randomly selected. To test hypotheses and analysis datam was performed "structural equation modeling" and software was used SPSS and AMOS.
Findig: The finding showed that six factors customer relationship management in libraries as follows:"The technology ", "structure", "Personnel and human resources", "customer focus", "Approach implementation process "and" customer relationship management leadership. " The first and second phases, respectively, 91/0 and 92/0 (GFI) and the first and second phases, respectively, 88/0 and 86/0 AGFI to show that the model is a good fit. The most important factor in customer relationship management, "technology" and "structure" is. And factors "approach to the implementation process", "human resources", "leading customer relationship management" and "customer focus" are the next priority.
Originality / value: to identify and improve the factors affecting customer relationship management in public libraries in improving the libraries in the implementation of customer relationship management and thereby retain existing customers and attract new customers to be. Astan Quds Razavi Library managers can using the findings to strengthen the factors influencing the successful implementation of customer relationship management steps.
Research on Information Scienc & Public Libraries, Volume:24 Issue:93, 2018
89 - 110
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