An Investigation of the Factors Affecting Performance Improvement of Public Libraries based on Customer Relationship Management (CRM)

Purpose: The purpose of this study was to investigate the relationship between factors affecting the performance of libraries and the components of customer relationship management (CRM). Method: The research uses a survey method. The study population was patrons of public libraries in Mazandaran province, Iran. The data collection instrument was questionnaire. Findings: The results showed that the correlation coefficient for the focal point variables for specific subjects, proper organization of processes, knowledge management, and technology were 0.682, 0.927, 0.900, and 0.810 respectively, indicating that the linear relationship between these variables is to improve the performance of libraries. In other words, the results of the research indicated that there is a direct linear relationship between CRM and library performance levels. Discussion and Conclusion: Customer relationship management elements seem to play a significant role in improving the level of library performance. Given the identification of the weaknesses and strengths of libraries with respect to these components, it is imperative that public library managers and librarians provide innovative ideas for improving and improving the level of services