The comparison of the use of 4c customer-oriented mixed marketing in public libraries of Kermanshah based on user’s views

The purpose of this study was to compare the use of 4C customer-oriented mixed marketing in public libraries of Kermanshah based on users' views.

The present research is applied and the research method is descriptive-survey. Sampling method is stratified random and sample size based on Cochran's formula were 377 out of 21376 members of public libraries in Kermanshah. Data collection tool was Jafri, Moradi and Zare customer orientation marketing questionnaire. The reliability coefficient of the questionnaire was calculated to be 0.913 using Cronbach's alpha. For data analysis, SPSS software (version 24) as well as one-way analysis of variance and Friedman test were used.

The research findings show the components of the values ​​expected by the customer in Imam Ali (AS) Public Library with an average of 3.83, Customer cost in Alagha Public Library with average (3.59), Customer comfort in Shahid Avini Public Library with average (3.57), Customer relationship in Shahid Avini Public Library with an average (3.32) are in a better situation than other libraries. The results show the status of Shahid Avini Public Libraries with an average rating (13.33) and Amir Kabir Library with an average rating (12.33) are in a better condition in terms of using a 4C marketing mix compared to others. public libraries in Kermanshah.

The results showed that public libraries in Kermanshah have performed poorly in terms of using the 4C customer-oriented mixed marketing, especially in the field of customer relationship component. Librarians and managers need to do more, because marketing helps a lot in attracting and retaining customers, and libraries need to use marketing principles in order to stay afloat.