Enhancing the customer relationship management in public libraries: findings from three developing countries

Stokić, Aleksandar and Stojanović, Danijela and Bogdanović, Zorica and Despotović-Zrakić, Marijana and Radenković, Božidar (2019) Enhancing the customer relationship management in public libraries: findings from three developing countries. Library hi tech, 37 (2). pp. 251-272. ISSN 0737-8831

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Abstract

Purpose – The purpose of this paper is to investigate the possibilities of implementing the customer relationship management (CRM) concept and smart technologies in public libraries in developing countries. The goal was to explore the level of librarians’ awareness about CRM concept and their willingness to accept the CRM concept in libraries. Also, patrons’ satisfaction with the quality of services and relationships in public libraries is explored. Design/methodology/approach – The authors obtained data for this research through two online surveys. The first survey measures librarians’ level of awareness about CRM concept and their perception about CRM and smart technologies concept in public libraries in three developing countries: Serbia, Montenegro and Bosnia and Herzegovina. The second survey measures patrons’ satisfaction with services and relationship in public libraries in these three countries. Findings – The research results revealed that most surveyed librarians are familiar with the CRM concept. However, libraries in these three developing countries barely use CRM or smart technologies to improve the relationship with stakeholders. Also, most patrons are satisfied with relationships and services. The analysis of data indicates no significant difference in the satisfaction level among patrons between these three developing countries. Research limitations/implications – Not all libraries participated in this research. Therefore, the sample is not distributed evenly across different types of libraries or user groups. Future research should include different types of libraries. Practical implications – The results can be used by public libraries in developing countries to improve the relationship with stakeholders harnessing CRM concept and smart technologies. Social implications – The use of CRM in combination with the smart technologies can help leverage the quality of the relationship between public libraries and stakeholders which in turn would secure their support and loyalty in the future. Originality/value – The integration of CRM concept as a component of library business automation process is an idea that has not been discussed widely in the library community and could initiate a positive trend in public libraries in developing countries

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