بررسی مدیریت ارتباط با مشتری در کتابخانه‌های عمومی شهر تهران (سال1395)

Purpose: The present research aims to investigate the implementation status of the customer relationship management (CRM) in Tehran public libraries.   Methodology: This study was carried out using the descriptive survey method through which the comments of 158 librarians and employees working in public libraries of Tehran were investigated by a researcher-made CRM questionnaire according to the dimensions of Ocker and Mudambi Model which consists of three elements (intellectual, social, and technological) and 15 questions. Validity of the questionnaire was confirmed by experts and its reliability was calculated by Cronbach's alpha (0.89). In order to assess the validity and divergence of the measurement tool, the first and second-order factor analysis were performed using the LISREL software. Furthermore, to comment on the rejection or acceptance of the assumptions made, a scientific and validated independent one-sample t-test was conducted using SPSS 24 and LISREL 8.8. Findings: According to the results of tables, it is observed that average scores of persons on CRM is equal to 35532 with the standard deviation 3.6618 and the t-statistical value is equal to 10505 which is significant at the level 0.05. Considering the fact that the lower and upper means have been calculated and are both positive, it can be concluded that the mean of CRM is more than 3 (i.e. the mean of five-point Likert scale) and is in an appropriate level.   Originality/value: This research is expected to make clear the role and importance of customer relationship management for librarians and employees so that they put more effort into this field and can pay more and more attention to the demands and needs of customers.