Barriers to Customer Relationship Management practices: A survey of university libraries in Pakistan

Article Sidebar

FULL TEXT
Published: Aug 30, 2022
DOI: https://doi.org/10.22452/mjlis.vol27no2.4
Keywords:
Customer relationship management Academic libraries Head/in-charge librarians Pakistan

Main Article Content

Mir Bahader
The Library, Army Burn Hall College for Boys, Abbottabad, PAKISTAN

Abstract

The purpose of this study is to find out relationship between customer relationship management (CRM) practices and barriers in university libraries of Pakistan. The study also focused on CRM's barriers and its correlation with types of university, regions of university and gender. This study adopted correlational research design with survey method based on quantitative data collection. A structured and open-ended questionnaire was distributed among the head/in-charge librarians of universities libraries in Pakistan. The results have demonstrated that major barriers of CRM are financial resources/budget, qualified, experienced and trained staff, human resource satisfaction and motivation, information technology infrastructure, CRM knowledge and understanding by staff, library culture and collaboration, library users, and leadership commitment. Insignificant variations were found in the overall mean score of CRM barriers based on types of university, regions of university, and gender of the respondents.  There is a strong negative (inverse) relationship exist among CRM practices and overall barriers as well as its four sub-facets, while three attributes having moderate negative relationship respectively. This study has numerous practical and theoretical contributions about CRM for academic libraries, especially those engaged in customer relationship management strategies, practices and implementation. The results enlighten library employees to be effective, proactive and successful performers for users’ satisfaction, retention and loyalty.

Downloads

Download data is not yet available.

Article Details

How to Cite
Bahader, M. . (2022). Barriers to Customer Relationship Management practices: A survey of university libraries in Pakistan: . Malaysian Journal of Library and Information Science, 27(2), 59–70. https://doi.org/10.22452/mjlis.vol27no2.4
Issue
Vol. 27 No. 2 (2022): Malaysian Journal of Library & Information Science
Section
Articles

It is a condition of publication that manuscripts submitted to the journal have not been published, accepted for publication, nor simultaneously submitted for publication elsewhere. By submitting a manuscript, the author(s) agree that copyright for the article is transferred to the publisher, if and when the manuscript is accepted for publication.

References

Agnihotri, M., and Bhavni, M. 2018. Impact of the customer relationship management practices on the profitability of UAE public and private sector banks: A comparative study. Journal of Contemporary Management Sciences, Vol.4, no.2: 55-71.

Abu Amuna, Y. M., Al Shobaki, M. J., Abu-Naser, S. S., and Badwan, J. J. 2017. Understanding critical variables for customer relationship management in higher education institution from employees’ perspective. ITEE Journal: Information Technology and Electrical Engineering, Vol. 6, no.1: 10-16.

Alshourah, S., Alassaf, H., and Altawalbeh, M. 2018. Roles of top management and customer orientation in enhancing the performance of customer relationship management (CRM) in hotel industry. International Journal of Advance Research and Innovation, Vol.6, no.3: 233-239.

Badwan, J. J., Al Shobaki, M. J., Abu-Naser, S. S., and Abu Amuna, Y. M. 2017. Adopting technology for customer relationship management in higher educational institutions. International Journal of Engineering and Information Systems, Vol. 1, no. 1: 20-28.

Bahader, M., Ali, J., Idrees, H., Ali, A., and Awan, R. 2018. User relationship management practices in the university libraries of Khyber Pakhtunkhwa and Islamabad. International Journal of Industrial Management, Vol. 4, no. 1. Available at: https://myjurnal.mohe.gov.my/filebank/published_article/70936/7.pdf.

Bahader, M., Idrees, H. and Naveed, M. A. 2021. Customer relationship management practices in university libraries of Pakistan. Library Philosophy and Practice (e-journal). 1-24. Available at: https://digitalcommons.unl.edu/libphilprac/6039.

Bahader, M., Idrees, H., and Naveed, M. A. 2020. User relationship management in university libraries of Pakistan: head librarians’ perceptions. Pakistan Library and Information Science Journal, Vol. 51, no. 2: 85-97.

Bahrami, M., Ghorbani, M. and Arabzad, S. M. 2012. Information technology (IT) as an improvement tool for customer relationship management (CRM). Procedia-Social and Behavioral Sciences, Vol. 41: 59-64.

Benjamin, A. K., and Rews, K. D. 2010. Towards a successful customer relationship management: A conceptual framework. African Journal of Marketing Management, Vol. 1, no. 3: 37-43.

Bhakane, B. 2015. Effect of customer relationship management on customer satisfaction and loyalty. International Journal of Management (IJM), Vol. 6, no. 5: 1-7.

Bin-Nashwan, S. A., and Hassan, H. 2017. Impact of customer relationship management (CRM) on customer satisfaction and loyalty: A systematic review. Journal of Advanced Research in Business and Management Studies, Vol.6, no.1: 86-107.

Bose, R. 2002. Customer relationship management: key components for IT success. Industrial Management & Data Systems, Vol. 102, no. 2: 89-97. Available at: doi.org/10.1108/02635570210419636.

Buttle, F. 2004. CRM concepts and tools. Amsterdam Elsevier.

Idrees, H. 2007. User relationship management, Dr. Muhammad Hamidullah Library, Islamic Research Institute. Pakistan Library & Information Science Journal, Vol. 38, no.3: 25-31.

Kakhki, M.K., Harati, H., and Doreh, Y. A. 2019. Assessing the factors influencing clients’ impulsive information seeking behavior in using information resources and services of the academic library. Malaysian Journal of Library & Information Science, Vol.24, no. 3: 77–99. Available at: https://doi.org/10.22452/mjlis.vol24no3.5.

Khan, M., and Kamal, M. 2015. Customer relationship management in academic libraries: perception and reality. DIU Journal of Humanities and Social Science, Vol.3, July: 25-37.

Kincaid, J. W. 2003. Customer relationship management: getting it right! Prentice Hall Professional.

Kotler, P. 2003. Marketing for hospitality and tourism, Pearson Education India.

Mapulanga, P. 2011. Effects of budgeting and funding on the provision of library and information services in the University of Malawi Libraries, Performance Measurement and Metrics, Vol. 12, no. 3: 172-182.

Mendoza, L. E., Marius, A., Pérez, M., and Grimán, A. C. 2007. Critical success factors for a customer relationship management strategy. Information and Software Technology, Vol. 49, no.8: 913-945.

Rababah, K., Mohd, H., and Ibrahim, H. 2011. Customer relationship management processes from theory to practice: the pre-implementation plan of CRM system. International Journal of e-Education, e-Business, e-Management and e-Learning, Vol.1, no.1: 22-27.

Radcliffe, J. 2001. Eight building blocks of CRM: a framework for success. Gartner Research, Vol.13: 1-4.

Rafiki, A., Hidayat, S. E., and Razzaq, D. A. A. 2019. CRM and organizational performance: A survey on telecommunication companies in Kuwait. International Journal of Organizational Analysis. Vol. 27, no. 1: 187-205.

SB, P., and Bala, E. S. 2014. Role of information technology in effective implementation of customer relationship management. Journal of Marketing & Communication, Vol.9, no. 3: 50-55.

Shahzad, F., Luqman, R. A., Khan, A. R., and Shabbir, L. 2012. Impact of organizational culture on organizational performance: An overview. Interdisciplinary Journal of Contemporary Research in Business. Vol. 3, no. 9: 975–985.

Shang, S. S., and Lin, S. F. 2010. People-driven processes in customer relationship management. The Service Industries Journal, Vol. 30, no.14: 2441-2456. Available at: https://doi.org/10.1080/02642060802712780.

Shaon, S. K. I., and Rahman, H. 2015. A theoretical review of CRM effects on customer satisfaction and loyalty. Central European Business Review, Vol. 4, no.1: 23.

Stokić, A., Stojanović, D., Bogdanović, Z., Despotović-Zrakić, M., and Radenković, B. 2019. Enhancing the customer relationship management in public libraries: Findings from three developing countries. Library Hi Tech, Vol. 37, no. 2: 247-268.

Stone, M., Woodcock, N., Ekinci, Y., Aravopoulou, E., and Parnell, B. 2019. SCHEMA: information on marketing and customer engagement performance–reality versus dreams. The Bottom Line, Vol.32, no.1: 98-116. Available at: doi: 10.1108/BL-02-2019-0065.

Swift, R. S. 2001. Accelerating customer relationships: using CRM and relationship technologies. Prentice Hall Professional.

Torugsa, N. A., Yawised, K., and O’Donohue, W. 2019. Social customer relationship management in small and medium enterprises: Overcoming barriers to success. In Management Science: 157-181. In C. Machado & J.P. Davim (eds.) (pp. 157-181), Management Science – Foundations andInnovations, Springer.

Wali, A. F., and Wright, L. T. 2016. Customer relationship management and service quality: Influences in higher education. Journal of Customer Behaviour, Vol. 15, no.1: 67-79.

Zerbino, P., Aloini, D., Dulmin, R., and Mininno, V. 2018. Big data-enabled customer relationship management: A holistic approach. Information Processing & Management, Vol. 54, no. 5: 818-846.

Yakubu, A., Ughasoro, M. D., Musa, A., Adefuye, B. O., Folahanmi, A. T., Isah, A., Onyemocho, A., Chukwu, E.E., Chukwudi, C.U., Dadi Mamud, J.N., Effa, E., Egharevba, H.O., Etokidem, A., Mbachu, A.N., Njokanma, A.R., Ogunfowokan, A.A., Ohihoin, N.E., Onwuamah, C., Orunmuyi, T.A., Salako, A.O., Yusuf, A.A., Okubadejo, N., Anepo-Okopi, J., Ezechi, O. and Salako, B,L. 2022. Barriers and solutions to effective mentorship in health research and training institutions in Nigeria: Mentors, mentees, and organizational perspectives. Nigerian Journal of Clinical Practice, Vol. 25, no. 3: 215-225. Available at: doi: 10.4103/njcp.njcp_154_20.