Enhancing the customer relationship management in public libraries

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.

Barriers to Customer Relationship Management practices: A survey of university libraries in Pakistan

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Value chain analysis of information services for visually impaired people: a case study of contemporary technological solutions

“…According to Trombetta (2017), the library can help generate value in the aspects of the economy, leisure, recreation, arts and culture, as well as history, which can contribute to the operation and mission fulfillment of the mother organization. Under the competition with different international information sources and content providers on the Web, libraries should consider user needs as a priority and make equivalent improvement of their services (Wienstein and McFarlane, 2017; Stokić et al , 2019).…”

The quest for attractiveness of publicly owned libraries: a service quality perspective

“…For this to happen, publicly owned libraries must reframe their services (McGrath, 2018), exploiting digital technologies and social innovations to increase their responsiveness to the evolving needs of the community in a Total Quality Management (TQM) perspective (Heseltine, 2020). However, there is limited evidence of the service factors which add to the attractiveness of public libraries and contribute to their ability to involve people in a co-creating relationship aimed at knowledge generation and dissemination (Stokić et al. , 2019).…”