The Electronic Library Customer relationship management in electronic environment Reza Jamali, Asghar Moshabaki, Hajar Aramoon, Akbar Alimohammadi, Article information: To cite this document: Reza Jamali, Asghar Moshabaki, Hajar Aramoon, Akbar Alimohammadi, (2013) "Customer relationship management in electronic environment", The Electronic Library, Vol. 31 Issue: 1, pp.119-130, https:// doi.org/10.1108/02640471311299173 Downloaded by Northumbria University Library At 23:35 01 November 2018 (PT) Permanent link to this document: https://doi.org/10.1108/02640471311299173 Downloaded on: 01 November 2018, At: 23:35 (PT) References: this document contains references to 18 other documents. To copy this document: permissions@ emeraldinsight.com The fulltext of this document has been downloaded 4139 times since 2013* Users who downloaded this article also downloaded: (2003),"Understanding customer relationship management (CRM): People, process and technology", Business Process Management Journal, Vol. 9 Iss 5 pp. 672-688 <a href="https:// doi.org/10.1108/14637150310496758">https://doi.org/10.1108/14637150310496758</a> (2013),"Customer relationship management: the evolving role of customer data", Marketing Intelligence & Planning, Vol. 31 Iss 6 pp. 584-600 <a href="https://doi.org/10.1108/MIP-05-2012-0055">https:// doi.org/10.1108/MIP-05-2012-0055</a> Access to this document was granted through an Emerald subscription provided by emerald-srm:462515 [] For Authors If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/ authors for more information. About Emerald www.emeraldinsight.com Emerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 j ournals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services. Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation. *Related content and download information correct at time of download.
The current issue and full text archive of this journal is available at www.emeraldinsight.com/0264-0473.htm Customer Customer relationship relationship management in electronic management environment 119 Reza Jamali and Asghar Moshabaki Faculty of Management and Economics, Tarbiat Modares University, Received 5 January 2011 Tehran, Iran Revised 21 April 2011 Accepted 24 May 2011 Hajar Aramoon Downloaded by Northumbria University Library At 23:35 01 November 2018 (PT) Department of Management, Islamic Azad University, Abadan, Iran, and Akbar Alimohammadi Department of Accounting, Islamic Azad University, Tehran, Iran 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. Keywords Relationship marketing, Digital libraries, Gap analysis, Customer satisfaction, Libraries, Marketing Paper type Research paper 1. Introduction The Electronic Library Vol. 31 No. 1, 2013 According to (Ho and Lin, 2010), information technology as a rapid growth field, is one pp. 119-130 of the most important tools to achieve competitive advantage. Marketing activities in q Emerald Group Publishing Limited 0264-0473 competitive and customer-based world of today with increasing customers’ DOI 10.1108/02640471311299173
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