Document Type : Articles
Authors
1 Associate Prof., Department of Information Science, Faculty of Educational Sciences and Psychology, University of Tabriz, Iran.
2 Associate Prof., Department of Information Science, Faculty of Educational Sciences and Psychology, University of Tabriz, Iran
3 M.A. in Knowledge and Information Science, University of Tabriz, Iran.
Abstract
This research aims to investigate the effect of Customer Knowledge Management on the perceived quality of university library services through the mediating role of customer relationships at the University of Tabriz Central Library. This research is a correlational study that has been carried out using Structural Equation Modeling and survey method. The study population includes all 15732 students of Tabriz University in the academic year 2020-2021, of which 375 people were selected as a sample using stratified random sampling. A questionnaire was used to collect data. Data were analyzed using SEM with the partial least squares method. The results showed that Customer Knowledge Management had a positive and direct effect on the perceived quality of Central Library services of Tabriz University. Also, customer relationships had a mediating role in the relationship between customer knowledge management. They perceived the quality of Central Library services of Tabriz University. In other words, Customer Relationship strengthens the relationship between Customer Knowledge Management and the perceived quality of Central Library services of Tabriz University. The Central Library of Tabriz University can improve the perceived quality of services among users and their satisfaction with the library by improving customer knowledge management and customer relationship.
Keywords
Ahmadimirgaed, A., Maleki, R. & Momeni, E. (2015). The assessment of services quality in the central library of science & culture university as viewed by users. Knowledge Retrieval and Semantic System, 2(4),107-128. Retrieved from https://journals.atu.ac.ir/article_1726_62b0159d3e0a59b20553a3242d98ab33.pdf [in Persian]
Ahmadizad, A., Mousavi Jed, S.M., Rafiei Delfan, R. & Yasemi, P. (2017). The mediating role of customer relationship management in the relationship between customer knowledge management and marketing performance. In 11th national congress of pioneers of progress. Tehran. Retrieved from https://civilica.com/doc/742518 [in Persian]
Akhavan, P. & Heidari, S. (2011). Customer knowledge management, an approach to gaining a competitive advantage. Modiriat-e-Farda, 5(18), 24-40. Retrieved from https://www.sid.ir/paper/147447/fa [in Persian]
Al-Gasawneh, J. A., Anuar, M. M., Dacko-Pikiewicz, Z. & Saputra, J. (2021). The impact of customer relationship management dimensions on service quality. Polish journal of management studies, 23(2), 24-40. https://doi.org/10.17512/pjms.2021.23.2.02
Asgari, N., Ansari, M., Rashidi, M., & Sourani, A. (2020). Enhancing innovative and sale performance through customer knowledge management. Innovation management in defense organizations, 3(3), 75-96. Retrieved from https://sid.ir/paper/390960/fa [in Persian]
Azghandi Shahri, M. (2016). Studying the services' quality of Gonabad academic libraries using LibQual. National conference university-driven development, Payame Noor University of Torbat Heydariyeh. https://civilica.com/doc/616695 [in Persian]
Bose, R. & Sugumaran, V. (2003). Application of knowledge management technology in customer relationship management. Knowledge and Process Management, 10(1), 3-17.
Castagna, F., Centobelli, P., Cerchione, R., Esposito, E., Oropallo, E. & Passaro, R. (2020). Customer knowledge management in SMEs facing digital transformation. Sustainability, 12(9), 3899. https://doi.org/10.3390/su12093899
Chin, W. W. (1998). The partial least squares approach to structural equation modeling. In Marcoulides, G. A. (Ed.), Modern methods for business research (Chapter 10, pp. 295–336). Mahwah, New Jersey: Lawrence Erlbaum Associates Publisher.
Cronbach, L. J. (1951). Coefficient alpha and the internal structure of tests. Psychometrika, 16(3), 297–334. https://doi.org/10.1007/BF02310555
Daneshgar, F. & Bosanquet, L. (2010). Organizing customer knowledge in academic libraries. Electronic Journal of Knowledge Management, 8(1), 21-32. Retrieved from
Daneshgar, F. & Parirokh, M. (2012). An integrated customer knowledge management framework for academic libraries. The Library Quarterly, 82(1), 7-28. https://doi.org/10.1086/662943
Davari, A. & Rezazadeh, A. (2013). Structural equation modeling with PLS. Tehran: Jahad-e-Daneshgahi publication. [in Persian]
Ehsanfar, G. & Garousi, E. (2017). The effect of customer knowledge on organizational performance based on the mediating role of customer relationship management and marketing capability in insurance companies. Iranian Journal of Insurance Research, 31(4), 49-72. https://doi.org/10.22056/jir.2016.44392.1650 [in Persian]
Esmaeilpour, M. & Razavi Dashti, F. (2013). Identifying and ranking the factors affecting electronic customer relationship management infrastructure in small and medium enterprises. International SAMANM Journal of Marketing and Mmanagement, 1(3). Retrieved from https://www.researchgate.net/publication/329982879_Identifying_and_Ranking_the_Factors_Affecting_Electronic_Customer_Relationship_Management_Infrastructure_in_Small_and_Medium_Enterprises
Esmaeilpour, R., Doostar, M. & Taherparvar, N. (2016). Customer knowledge management and its role on continues innovation and superior performance (Case study of private banks in Guilan). Journal of Business Management, 8(1), 1-28. https://doi.org/10.22059/JIBM.2016.50739 [in Persian]
Fornell, C. & Larcker, D. F. (1981). Evaluating structural equations models with unobservable variables and measurement error. Journal of Marketing Research, 18 (1), 39-50. https://doi.org/10.2307/3151312
Gefen, D. & Straub, D.W. (2005). A practical guide to factorial validity using PLS-Graph: Tutorial and annotated example. Communications of the Association for Information Systems, 16 (1), 91–109. https://doi.org/10.17705/1CAIS.01605
Ghafari, S. & Korani, A. (2011). A Survey on the quality of services of medical sciences libraries of Kermanshah. Journal of epistemology (Library and information science and information technology), 3(12), 53-68. [in Persian]
Ghelichli, B. & Rahimi, F. (2016). The effect of customer knowledge management and its dimensions on service quality and customer satisfaction. Journal of Business Management Perspective, 14(4), 133-154. [in Persian]
Ghorbani, M. (2016). Investigating the relationship between organizational intelligence and service quality in the central libraries of Tehran universities. Master Thesis. Tehran: University of Tehran. [in Persian].
Gibbert, M., Leibold, M. & Probst, G. (2002). Five styles of customer knowledge management, and how smart companies use them to create value. European Management, 20(5), 459-469. doi:10.1016/S0263-2373(02)00101-9
Hariri, N. & Afnani, F. (2008). The study of service quality of central libraries of medical sciences universities in Tehran, using the gap analysis model. Library and Information Science, 11(2), 25-52. [in Persian]
Hart, S., Hogg, G. & Banerjee, M. (2019). Does the level of experience have an effect on CRM programs? Exploratory research finding. Industrial Marketing Management. 33(6), 549–560. https://doi.org/10.1016/j.indmarman.2004.01.007
Hashemian, M., Alemokhtar, MJ. & Hasanzadeh, A. (2012). Quality assessment of services provided by libraries of Isfahan University of Medical Sciences using gap analysis model (Libqual), Iran. Health Information Management, 9(3), 440-444. Retrieved from https://him.mui.ac.ir › article-11163 [in Persian]
o
¨rg Henseler, Christian M. Ringle and
Rudolf R. Sinkovics
o
¨rg Henseler, Christian M. Ringle and
Rudolf R. Sinkovics
Jabbari, L. & Jalali Dizaji, A. (2017). Measurement of the quality of library services of Tehran University central library based on LibQual model. Journal of Information Systems and Services, 6(1-2), 53-66. Retrieved from https://iss.srbiau.ac.ir/article_13453 [in Persian]
Jamali, P. (2018). Investigating the impact of customer knowledge management on organizational performance considering the mediating role of customer relationship management: a case study of Asian insurance branches in Fars province. Master Thesis. Shiraz: Zand Institute of Higher Education. Retrieved from https://akhbarelmi.ir/48885/ [in Persian]
Janteng, J., Tan, C. L. & Fernando, Y. (2018). Boosting quality performance through customer knowledge management and service innovation capability in the automotive industry. In ICMLG 2018 6th International Conference on Management Leadership and Governance (p. 395). Academic Conferences and publishing limited.
Jayaram, J. & Xu, K. (2016). Determinants of quality and efficiency performance in service operations. International Journal of Operations & Production Management, 36(3), 265-285. https://doi.org/10.1108/IJOPM-03-2014-0122
Kakhki, M. K., Asl, N. M. & Parirokh, M. (2021). Assessment of customer knowledge management in academic libraries: Design and validation of a checklist. The journal of academic librarianship, 47(6), 102459. https://doi.org/10.1016/j.acalib.2021.102459
Kalhor, M., Bardi Neshin, F., Karimi, F. & Birjandi, M. (2020). Evaluation of the quality of the services rendered by Lorestan University of Medical Sciences Libraries from the users’ perspectives in 1396 [2017]. Caring Today Journal, 12(42-43), 8-20. Retrieved from https://caringtoday.lums.ac.ir/article_129094_3a032d84850e636f56b3c8e4dc50920d.pdf [in Persian]
Karbala Aghaei Kamran, M. & Karimi Suflo, L. (2017). Evaluating the rate of adherence to the components of the 4D model of customer relationship management in the central libraries of Tehran public universities from the perspective of managers and librarians. Academic Librarianship and Information Research, 51(1), 134-150. https://doi.org/10.22059/JLIB.2016.59447 [in Persian]
Kaur, K. & Diljit, S. (2011). Antecedents of customer loyalty: Does service quality suffice? Malaysian Journal of Library & Information Science, 16(2), 95-113.
Khosravi, M. & Pournaghi, R. (2018). Design and development of an assessment system of service quality in Iranian academic libraries. National Studies on Librarianship and Information Organization, 29(1), 163-181. https://doi.org/10.30484/NASTINFO.2018.2217 [in Persian]
Kim, H. S. & Kim, Y. G. (2007). A study on developing CRM scorecard. In 40th annual Hawaii international conference on system sciences (HICSS-40 2007), CD-ROM / Abstracts proceedings. USA: Waikoloa, Big Island, HI. Retrieved from https://doi.org/10.1109/HICSS.2007.36
Malakouti Asl, N., Kafashan Kakhki, M. & Parirokh, M. (2019). Investigating the status of customer knowledge management in academic libraries: The case of information center and central library of Ferdowsi University of Mashhad. Journal of Studies in Library and Information Science, 11, 225-243. https://doi.org/10.22055/slis.2019.28003.1555 [in Persian]
Malik, M. E., Naeem, B. & Arif, Z. (2011). Impact of perceived service quality on banking customers’ loyalty. Interdisciplinary journal of contemporary research business, 3(8), 637-645. Retrieved from https://journal-archieves13.webs.com/637-645.pdf
Nazari, P. & Tajdin, A. (2017). The impact of customer knowledge and customer relationship management in the quality of services in the insurance company Sarmad. Research in Economics and Management, 2(4), 46-62. https://doi.org/10.22158/rem. v2n4p46
Nejatian, H., Sentosa, I., Piaralal, K. & Bohari, A. M. (2011). The influence of customer knowledge on CRM performance of Malaysian ICT companies: A structural equation modeling approach. International Journal of Business and Management, 6(7), 181-187.
Paquette, S. (2011). Customer knowledge management. In Encyclopedia of knowledge management, Second edition (pp. 175-184). IGI Global. https://doi.org/10.4018/9781591405733.ch012
Parirokh, M., Daneshgar, F. & Fattahi, R. (2009). A theoretical framework for development of a customer knowledge management system for academic libraries. In World Library and Information Congress: 75th IFLA General Conference and Council. Italy: Milan. Retrieved from http://www.ifla.org/annual-conference/ifla75/index.htm
Pourahmad, A. A., Neshat, M. & Hasani, M. R. (2016). Using LibQUAL model for improving the level of students’ satisfaction from quality of services in academic libraries: A case study in North Khorasan Province, Iran. Journal of Information & Knowledge Management, 15(01), 1650011. https://doi.org/10.1142/S0219649216500118
Rajabali Beglou, R. (2012). Customer knowledge management: An approach to integrating knowledge management and customer relationship management in libraries and information centers. Shamseh, 4(16-17), 1-17. Retrieved from https://shamseh.aqr-libjournal.ir/article_51309.html [in Persian]
Rak, K. (2018). Explaining the dimensions and indicators and evaluating the services' quality of academic digital libraries in West Azerbaijan province from the perspective of managers and librarians using the DigiQual protocol. Master Thesis. Urmia: Alzahra University (Urmia Campus). Retrieved from https://ganj.irandoc.ac.ir/#/articles/5d39111814365c3190dee46cf8152ba3 [in Persian]
Rezaei Heidari, N. (2018). The Impact of Customer Knowledge Management on Organizational Effectiveness with the Mediating Role of Organizational Agility in Isfahan Bank Melli Branches. Master Thesis. Shahin Shahr: Payam Noor University of Shahin Shahr Branch. Retrieved from https://ganj.irandoc.ac.ir/#/articles/65ec27ca28c982eb00bfac6b9c7c71dc [in Persian].
Ringle, C. M., Sarstedt, M. & Straub, D. W. (2012). Editor’s comments: A critical look at the use of PLS-SEM in “MIS Quarterly.” MIS Quarterly, 36(1), iii–xiv. https://doi.org/10.2307/41410402
Salomann, H., Dous, M., Kolbe, L. & Brenner, W. (2005). Rejuvenating customer management: How to make knowledge for, from and about customers work. European Management Journal, 23(4), 392-403. https://doi.org/10.1016/j.emj.2005.06.009
Tavalaei, R., Bamdadsufi, J., Rezaean, A. & Salehi sedghiyani, J. (2014). Presentation of model for the development of knowledge networks in research and technology hub of the oil industry by using the word models. Journal of Globalization Strategic Studies, 4 (13), 55-77. Retrieved from https://sspp.iranjournals.ir/article_5699.html?lang=en [in Persian]
Tenenhaus, M., Amato, S., & Esposito Vinzi, V. (2004, June). A global goodness-of-fit index for PLS structural equation modelling. In Proceedings of the XLII SIS Scientific Meeting (Vol. 1, No. 2, pp. 739-742).
Terhile, B. F. & Yawe, A. A. (2014). A comparative study on user satisfaction with the management of library services in three academic libraries in Benue State-Nigeria. Journal of Studies in Social Sciences, 6(1), 23-30. Retrieved from https://core.ac.uk/download/pdf/229606581.pdf
Tseng, S. M. (2016). Knowledge management capability, customer relationship management, and service quality. Journal of Enterprise Information Management, 29(2), 202-221. https://doi.org/10.1108/JEIM-04-2014-0042
Tseng, S. M. & Wu, P. H. (2014). The impact of customer knowledge and customer relationship management on service quality. International Journal of Quality and Service Sciences, 6(1), 77-96. https://doi.org/10.1108/IJQSS-08-2012-0014
Usugami, J. (2017). Cross-cultural customer knowledge management and service improvement in Japanese hospitality industries. In European conference on knowledge management (pp. 999-1007). Academic conferences international limited. Retrieved from https://docplayer.net/62682078-Abstracts-of-papers-presented-at-the-hosted-by-international-university-of-catalonia-barcelona-spain.html
Werts, C. E., Linn, R. L. and Jöreskog, K. G. (1974). Intraclass reliability estimates: testing structural assumptions. Educational and Psychological Measurement, 34 (1), 25-33. https://doi.org/10.1177/001316447403400104
Yaghoubi, M., Amiri Fini, S. H. & Rahmati Najarkolaei, F. (2017). The Relationship between Customer Knowledge Management (CKM) on Customer Relationship Management (CRM) tasks in a military hospital. Journal of Military Medicine, 18(4), 308-315.
Yasmeen, H., Wang, Y., Zameer, H. & Waheed, A. (2019). Service-innovation capability founded on knowledge from customers. Human Systems Management, 38(1), 29-41.
Zareei, A. & Soleimanlou, F. (2015). Maturity level of customer knowledge management in improving the services' quality of University of Tabriz Libraries. In 7th Iranian and 1st International Knowledge Management Conference. Retrieved from https://civilica.com/doc/481448 [in Persian].
', './data/ijism/coversheet/971688186997.jpg'))