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Title: User Relationship Management Practices in University Libraries of Pakistan
Authors: Bahader, Mir
Keywords: Social Sciences
Library & Information Science
Issue Date: 2021
Publisher: University of Sargodha, Sargodha.
Abstract: The purpose of this study was to appraise the prevailing status of user relationship management (URM) practices in university libraries of Pakistan. The focus was on probing the perceptions of head/in-charge university librarians towards the importance of URM practices, strategies and mechanism and tactics used by libraries to increase strong and mutual beneficial relationship with user. Moreover, correlates of URM perceptions among head/in-charge librarians’ personal and academic characteristics, and prevailing URM practices and tactics with universities categorization were also explored. This study adopted cross-sectional survey methods research design based on quantitative data collection. A planned with open ended questionnaire was emailed to the head/in-charge librarians of HEC recognized universities in Pakistan. The results have demonstrated that head/in-charge librarians considered URM is very importance for their library and its users. The study revealed that current status of URM practices (user focus, organizational focus, user feedback management) is in the adolescence phase while, information technology infrastructure is inadequate for absolute implementation of URM programmes and strategies. The report exposed that majority of URM tactics and activities used for strengthen library- user relationships are practicing by university libraries. The outcomes indicate that URM perceptions are directly correlated with university head/in-charge librarians’ personal and academic characteristics. In addition, URM practices are linked with universities types and geographical locations. No significant differences were found in the URM activities based on the proposed categorization of university libraries. vi This study has numerous practical and theoretical contributions about URM for policy maker in the field of information management and libraries. It also motivates top management of universities and head/in-charge librarians to execute URM system in libraries for their survival and better image. The results enlighten head/in-charge librarians and library employees to be effective, proactive and successful performers for user satisfaction, retention and loyalty. Keywords: User Relationship Management, University Libraries, Head/in-charge Librarians, Pakistan.
Gov't Doc #: 24682
Appears in Collections:PhD Thesis of All Public / Private Sector Universities / DAIs.

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