عوامل مؤثر برموفقیت مدیریت ارتباط با مشتری در سازمان کتابخانه‌ها، موزه‌ها و مرکز اسناد آستان قدس رضوی

  Purpose: To identify and and measure the factors affecting customer relationship management in the Organization of Libraries, Museums and Documentation Center of Astan Quds Razavi. Methodology: This is an applied research in terms of purpose and a descriptive-survey research in terms of nature. The main data collection tool was a researcher-made questionnaire. The research population consists of 380 staff members of the libraries of Astan Quds Razavi organization from whom 153 individuals were selected randomly. To test the hypotheses and perform the data analysis, the exploratory and confirmatory factor analysis (using structural equation modeling (SEM)) methods were used which were performed by SPSS and AMOS software programs. Findings: The results derived from the literature review showed six factors as the factors affecting customer relationship management in libraries which are as follows: “technology”, “structure”, “personnel and human resources”, “customer focus”, “the approach to the implementation process” and “customer relationship management leadership”. The Hypotheses' test revealed the all the 6 aforementioned factors are effective in the customer relationship management. Furthermore, the results showed that the Organization of Libraries, Museums and Documentation Center of Astan Quds Razavi is in an ideal position in terms of readiness status for implementing customer relationship management Originality/value: Identification and improvement of the factors affecting customer relationship management in libraries of Astan Quds Razavi can result in improving the ability libraries' ability to implement the customer relationship management and thereby retain existing customers and attract new customers. The managers of Astan Quds Razavi's libraries can, by making use of the present research findings, take steps to strengthen the factors influencing the successful implementation of customer relationship management.