شماره 52 by Mahmoud Moradi
Researchon Information Science & Public Libraries, 2023
Today, achieving sus tainable development in various economic, political, social, and cultural se... more Today, achieving sus tainable development in various economic, political, social, and cultural sectors is the main concern of all countries. The importance of development in Iran can be seen in the Iran government's s trategic plans such as the five-year development plan, the main focus of which is economic development. Therefore, the purpose of this research is to identify the role of public libraries in the economic development of society from the point of view of specialis ts, librarians, and managers of public libraries in the country. Method: The current research is an exploratory-applied s tudy with a qualitative approach and with the method of foundational data theory, which is an attempt to deeply s tudy the role of public libraries in the economic development of society. The sampling method of the research was purposive sampling and the purpose of its application was to reach a diverse sample of individuals. The main criterion for selecting participants in the interview was to have a work experience of more than 5 years and to have an education related to information science, philology, sociology, and economics. In this research, 26 university faculty members, librarians, and managers of public libraries in the provincial centers of the country were subjected to a semi-s tructured interview. The S trauss-Corbin method was used to analyze the interview data, which includes three s tages: open, central, and selective coding. Findings: Based on the data obtained from this s tudy, 6 main categories and 36 sub-categories were conceptualized according to the nature and potentials of the public libraries of Iran as s trategies that will lead to economic development in the society. These s trategies were components of economic development including job creation, quality of life, human resource development, purchasing power, sus tainable development, and tourism development. Originality/value: Economic development as a multidimensional phenomenon is the result of a set of economic and non-economic factors in society. Public libraries are considered to be very practical for economic development and increasing the welfare of the people. In this way, in the presented model, as the output of this research, public libraries have the power and influence to influence a set of components including education, culture, employment, quality of life, human resource development, purchasing power, tourism development and Development, and sus tainable income are considered, and through these components in public libraries, we can witness "knowledge-oriented society", "growth of exis ting jobs", "flourishing of new entrepreneurs", "helping Ghana and Community vitality", "Development of knowledge-based economy", "Development of local economy", "Lifelong learning", "Economic saving". and "Development of cons truction of public libraries", which shows the development of society. Therefore, it is necessary to take advantage of collective wisdom and financial support, as well as the serious determination of all managers, planners, and experts in the field of public libraries to attach more importance to economic development through the activities and services of public libraries and try to improve their s trengths and overcome their weaknesses.
Objective: The purpose of this study was to compare the use of 4C customer-oriented mixed marketi... more Objective: The purpose of this study was to compare the use of 4C customer-oriented mixed marketing in public libraries of Kermanshah based on users' views.
Methodology: The present research is applied and the research method is descriptive-survey. Sampling method is stratified random and sample size based on Cochran's formula were 377 out of 21376 members of public libraries in Kermanshah. Data collection tool was Jafri, Moradi and Zare customer orientation marketing questionnaire. The reliability coefficient of the questionnaire was calculated to be 0.913 using Cronbach's alpha. For data analysis, SPSS software (version 24) as well as one-way analysis of variance and Friedman test were used.
Results: The research findings show the components of the values expected by the customer in Imam Ali (AS) Public Library with an average of 3.83, Customer cost in Alagha Public Library with average (3.59), Customer comfort in Shahid Avini Public Library with average (3.57), Customer relationship in Shahid Avini Public Library with an average (3.32) are in a better situation than other libraries. The results show the status of Shahid Avini Public Libraries with an average rating (13.33) and Amir Kabir Library with an average rating (12.33) are in a better condition in terms of using a 4C marketing mix compared to others. public libraries in Kermanshah.
Conclusion: The results showed that public libraries in Kermanshah have performed poorly in terms of using the 4C customer-oriented mixed marketing, especially in the field of customer relationship component. Librarians and managers need to do more, because marketing helps a lot in attracting and retaining customers, and libraries need to use marketing principles in order to stay afloat.
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شماره 52 by Mahmoud Moradi
Methodology: The present research is applied and the research method is descriptive-survey. Sampling method is stratified random and sample size based on Cochran's formula were 377 out of 21376 members of public libraries in Kermanshah. Data collection tool was Jafri, Moradi and Zare customer orientation marketing questionnaire. The reliability coefficient of the questionnaire was calculated to be 0.913 using Cronbach's alpha. For data analysis, SPSS software (version 24) as well as one-way analysis of variance and Friedman test were used.
Results: The research findings show the components of the values expected by the customer in Imam Ali (AS) Public Library with an average of 3.83, Customer cost in Alagha Public Library with average (3.59), Customer comfort in Shahid Avini Public Library with average (3.57), Customer relationship in Shahid Avini Public Library with an average (3.32) are in a better situation than other libraries. The results show the status of Shahid Avini Public Libraries with an average rating (13.33) and Amir Kabir Library with an average rating (12.33) are in a better condition in terms of using a 4C marketing mix compared to others. public libraries in Kermanshah.
Conclusion: The results showed that public libraries in Kermanshah have performed poorly in terms of using the 4C customer-oriented mixed marketing, especially in the field of customer relationship component. Librarians and managers need to do more, because marketing helps a lot in attracting and retaining customers, and libraries need to use marketing principles in order to stay afloat.
Methodology: The present research is applied and the research method is descriptive-survey. Sampling method is stratified random and sample size based on Cochran's formula were 377 out of 21376 members of public libraries in Kermanshah. Data collection tool was Jafri, Moradi and Zare customer orientation marketing questionnaire. The reliability coefficient of the questionnaire was calculated to be 0.913 using Cronbach's alpha. For data analysis, SPSS software (version 24) as well as one-way analysis of variance and Friedman test were used.
Results: The research findings show the components of the values expected by the customer in Imam Ali (AS) Public Library with an average of 3.83, Customer cost in Alagha Public Library with average (3.59), Customer comfort in Shahid Avini Public Library with average (3.57), Customer relationship in Shahid Avini Public Library with an average (3.32) are in a better situation than other libraries. The results show the status of Shahid Avini Public Libraries with an average rating (13.33) and Amir Kabir Library with an average rating (12.33) are in a better condition in terms of using a 4C marketing mix compared to others. public libraries in Kermanshah.
Conclusion: The results showed that public libraries in Kermanshah have performed poorly in terms of using the 4C customer-oriented mixed marketing, especially in the field of customer relationship component. Librarians and managers need to do more, because marketing helps a lot in attracting and retaining customers, and libraries need to use marketing principles in order to stay afloat.