Customer relationship management in electronic environment

Abstract

Purpose Internet and electronic networks tend to be used to provide customers with services and to facilitate understanding of common variable demands by which many organizations may increase services' quality from the customers' point of view. In addition, e‐libraries, though in some ways run for noncommercial goals, have been faced with great attention from customers, which makes them maintain and develop their services. The authors have come to a conclusion that the only way to increased financial benefits is through better service. Organizations as a part of the domestic information community therefore, have turned to implementation of new methods such as management of customer relationships. This paper aims to develop a valid and reliable method for evaluating and measuring the management relationship level with customers in e‐libraries. In addition, the research tries to find how successful Yazd University Libraries has been to meet students' expectations, as a guideline to take steps toward improving its services. Design/methodology/approach The research was conducted among 381 e‐library services users in Yazd University, using a questionnaire comprised of 78 items. Moreover, exploratory factor analysis was used to classify the CRM attributes into latent “CRM factors”. Finally, the study measures the gap between users' expectations and perceptions about each CRM factor at Yazd University. Findings The paper found only 37 of 78 items suitable enough to be used for CRM measurement in e‐libraries. Results of factor analyzing show that there are three main factors in e‐libraries' CRM; two of them may need revision for improvement in meeting students' demands. Originality/value The concept of customer relationship management assessment and improvement is relatively new among e‐institutions especially libraries, and there is a lack of studies focusing of CRM in the digital world. This is the first study of its kind to survey the CRM scale in digital libraries. In addition, the study provides useful insights and guidance for managers to measure and improve CRM system toward improving customer satisfaction.

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