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Piyawan Siriprasoetsin Kulthida Tuamsuk Cholabhat Vongprasert 《International Information and Library Review》2013,45(4):221-229
This study investigates and analyzes the factors affecting customer relationship management (CRM) practices in Thai academic libraries. The research conceptual framework focuses on factors affecting CRM practices was developed using Combe (2004)’s study on assessing CRM strategies. Mixed methods, qualitative, and quantitative approaches were used as a research methodology. Data was collected by using the interview and survey techniques with the administrators, staff and customers of six selected academic libraries in Thailand. Analysis of the data was done by using Pearson’s correlation coefficient, factor analysis, and multiple regression analysis. The results of the study show that factors that have statistically significant impact on CRM practices in Thai academic libraries at 0.05 level were: (1) the knowledge and understanding of CRM of library staff and leadership of library administrators (Beta = 0.762), (2) organizational culture and communication (Beta = 0.323), (3) customer management processes (Beta = 0.318), (4) technology for supporting customer management (Beta = 0.208), and (5) channels for library services and communications (Beta = 0.150). The knowledge and understanding of CRM of library staff and leadership of library administrators which include the perception and awareness of service quality focusing on customer relationship is a key to library success. Important factors also include the acceptance and support of the use of CRM in the library, the clear vision and mission about using CRM in the library strategic plan, the knowledge and understanding of library staff on CRM processes, customer characteristics, and behaviors. The organizational culture and communication factors involve the creation of the CRM cultures of working in the library, good teamwork, cooperative and clear working agreements, clear roles and responsibilities, good communication between library staff, cross library functional integration, and performance evaluation and development. The customer management processes factor includes recording and registration of customer profiles, customer analysis and classification, services to individual customers, services to expected customers, and continual customer interactions. The technology for supporting CRM factors includes communication technology, information technology, and operations support technology. The channels for library services and communications factors can be direct channels, such as a service counter and self-circulation service, and indirect channels such as telephone, call center, email, personal web, library web, and social networking technology. Suggestions for academic libraries on the development and implementation of CRM in libraries are: (1) CRM must be included in the library strategic plan; (2) CRM must be a key strategy for the improvement of library service quality; (3) library administrators must have strong leadership for achieving the effectiveness of CRM practices in the library; (4) library staff must have good knowledge and understanding of CRM and its link to the library service quality improvement; (5) the working cultures for CRM effectiveness such as teamwork, cross functional work, and good communication between staff must be encouraged and practiced in the library; and (6) technology must be fully supported for CRM in the library. 相似文献
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Factors affecting customer relationship management practices in Thai academic libraries 总被引：1，自引：0，他引：1
Piyawan Siriprasoetsin Kulthida Tuamsuk Cholabhat Vongprasert 《International Information and Library Review》2011,(4):221-229
This study investigates and analyzes the factors affecting customer relationship management (CRM) practices in Thai academic libraries. The research conceptual framework focuses on factors affecting CRM practices was developed using Combe (2004)’s study on assessing CRM strategies. Mixed methods, qualitative, and quantitative approaches were used as a research methodology. Data was collected by using the interview and survey techniques with the administrators, staff and customers of six selected academic libraries in Thailand. Analysis of the data was done by using Pearson’s correlation coefficient, factor analysis, and multiple regression analysis. The results of the study show that factors that have statistically significant impact on CRM practices in Thai academic libraries at 0.05 level were: (1) the knowledge and understanding of CRM of library staff and leadership of library administrators (Beta = 0.762), (2) organizational culture and communication (Beta = 0.323), (3) customer management processes (Beta = 0.318), (4) technology for supporting customer management (Beta = 0.208), and (5) channels for library services and communications (Beta = 0.150). The knowledge and understanding of CRM of library staff and leadership of library administrators which include the perception and awareness of service quality focusing on customer relationship is a key to library success. Important factors also include the acceptance and support of the use of CRM in the library, the clear vision and mission about using CRM in the library strategic plan, the knowledge and understanding of library staff on CRM processes, customer characteristics, and behaviors. The organizational culture and communication factors involve the creation of the CRM cultures of working in the library, good teamwork, cooperative and clear working agreements, clear roles and responsibilities, good communication between library staff, cross library functional integration, and performance evaluation and development. The customer management processes factor includes recording and registration of customer profiles, customer analysis and classification, services to individual customers, services to expected customers, and continual customer interactions. The technology for supporting CRM factors includes communication technology, information technology, and operations support technology. The channels for library services and communications factors can be direct channels, such as a service counter and self-circulation service, and indirect channels such as telephone, call center, email, personal web, library web, and social networking technology. Suggestions for academic libraries on the development and implementation of CRM in libraries are: (1) CRM must be included in the library strategic plan; (2) CRM must be a key strategy for the improvement of library service quality; (3) library administrators must have strong leadership for achieving the effectiveness of CRM practices in the library; (4) library staff must have good knowledge and understanding of CRM and its link to the library service quality improvement; (5) the working cultures for CRM effectiveness such as teamwork, cross functional work, and good communication between staff must be encouraged and practiced in the library; and (6) technology must be fully supported for CRM in the library. 相似文献
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This research aimed to develop core competencies framework for information professionals of Thai academic libraries in the next decade (2010–2019). The study consisted of two phases, Phase 1- the study of opinions about the roles of Thai academic libraries and information professionals in the next decade (Tanloet & Tuamsuk, 2011) and Phase 2- the development of core competencies framework conducted by using the Delphi technique. This paper presents Phase 2 of the study. The research conceptual framework on core competencies for information professionals was synthesized and adopted from several resources including
[Gulati and Raina, 2000]
,
[Gorman and Corbitt, 2002]
,
[Abels et?al., 2003]
and
[Ashcroft, 2004]
and University of Nebraska-Lincoln Library (2007). The subject of this small Delphi study included 21 experts from the following three groups: eight instructors of library and information science, eight administrators/practitioners of academic libraries, and five scholars who have had active roles in the library and information professionals. Data were collected in three rounds and analyzed by using the median, mode, and inter-quartile range. Results of the study were concluded and discussed on the three following core competencies for information professionals of Thai academic libraries in the next decade. 1) The Knowledge - consists of eight areas including knowledge of the foundations of information profession, information resources, information and knowledge management, information technology, library and information services, organizational management, research and user studies, and continuing education and lifelong learning. 2) The Skills – consist of 11 skills including user services, information resource management, information technology, marketing, language and communication, team working, analytical thinking, problem solving and decision making, management and planning, teaching and training, conceptual thinking, and knowledge management skills. 3) The personal attributes – consist of seven characteristics including the leadership, service mentality, morals and professional ethics, achievement motivation, accountability, self-management and adaptability. 相似文献
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Kulthida Tuamsuk Kanyarat Kwiecien Jutharat Sarawanawong 《International Information and Library Review》2013,45(3-4):94-107
AbstractThis research was aimed at developing a university library management model that would support students’ learning. The research was conducted in three phases: 1) an investigation into the requirements of a university library service of instructors; 2) an investigation into the attitudes of librarians, libraries’ administrators, and university’s administrators toward the roles of library and policy concepts relating to university library management that promote students’ learning; and 3) the development of a university library management model for students’ learning support. A mixed research method was applied comprising qualitative and quantitative approaches. Data was collected using in-depth interviews and questionnaires. The findings have led to a proposal of a university library management model that supports student learning, which is comprised of five components: 1) management policy and system; 2) learning resources; 3) learning support services; 4) learning environments; and 5) the competency and roles of information professionals. It can be stated that studies into Thai university library implementation, strategic plans, and self-assessment reports under the quality assurance system showed that even though libraries have updated resources and services following changing situations in policies, technologies, and users’ needs, there is no clear indicator that Thai university libraries have any strategy for acquiring roles to support students’ learning with practical outcomes. Through reliable research work, this study into a model for university library management would result in a means of developing university libraries that truly supports university student learning based on information from instructors, library administrators, and librarians. 相似文献
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