Status of Customer Relationship Management Activities in Status of Customer Relationship Management Activities in Status of Customer Relationship Management Activities in University Libraries of

Abstract

The study purpose is to assess the current status of customer relationship management (CRM) activities (customer satisfaction activities and communications strategies & practices) in academic libraries in Pakistan and also focused on CRM activities that correlate with universities' demographic variables (types, locations, and categories). This study adopted a correlational research design with a survey method based on quantitative data collection. A structured questionnaire was distributed among all head/in-charge librarians of universities/DAIs in Pakistan. This study found that majority of the customer satisfaction activities were in the "planning" stage while few activities were "currently doing" by the libraries. Similarly, the majority of communication strategies and practices were "currently in practice" by the academic libraries. The overall mean of customer satisfaction activities were not correlated with types, locations, and categories of academic libraries in Pakistan but few facets were found significant. Furthermore, communication strategies and practices have no statistically significant mean variation with university demographic variables (types, locations, and categories) except for a few statements. This study is a helpful and positive approach for academic libraries, especially those engaged in customer relationship management execution. These findings will boost customer pleasure, loyalty, and a positive image of the library. The findings will also make a substantial contribution to current knowledge and serve as a source for library professionals in establishing customer-friendly and customer-centered approaches in Pakistani academic libraries.

Full text

University of Nebraska - Lincoln University of Nebraska - Lincoln
DigitalCommons@University of Nebraska - Lincoln DigitalCommons@University of Nebraska - Lincoln
Library Philosophy and Practice (e-journal) Libraries at University of Nebraska-Lincoln
8-2-2022
Status of Customer Relationship Management Activities in Status of Customer Relationship Management Activities in
University Libraries of Pakistan University Libraries of Pakistan
Mir Bahader
Army Burn Hall College for Boys Abbottabad, Pakistan
, mirbahaderktk@yahoo.com
Follow this and additional works at: https://digitalcommons.unl.edu/libphilprac
Bahader, Mir, "Status of Customer Relationship Management Activities in University Libraries of Pakistan"
(2022).
Library Philosophy and Practice (e-journal)
. 7337.
https://digitalcommons.unl.edu/libphilprac/7337

Status of Customer Relationship Management Activities in University Libraries of
Pakistan
Mir Bahader
Army Burn Hall College for Boys Abbottabad, Pakistan.
Corresponding Email:mirbahaderktk@yahoo.com
ABSTRACT
The study purpose is to assess the current status of customer relationship management (CRM)
activities (customer satisfaction activities and communications strategies & practices) in
academic libraries in Pakistan and also focused on CRM activities that correlate with
universities' demographic variables (types, locations, and category). This study adopted a
correlational research design with a survey method based on quantitative data collection. A
structured questionnaire was distributed among all head/in-charge librarians of
universities/DAIs in Pakistan. This study found that majority of the customer satisfaction
activities were in the “planning” stage while few activities were “currently doing” by the
libraries. Similarly, the majority of communication strategies and practices were “currently in
practice” by the academic libraries.The overall mean of customer satisfaction activities were not
correlated with types, locations, and categories of academic libraries in Pakistan but few facets
were found significant. Furthermore, communication strategies and practices have no
statistically significant mean variation with university demographic variables (types, locations,
and categories) except for a few statements. This study is a helpful and positive approach for
academic libraries, especially those engaged in customer relationship management execution.
These findings will boost customer pleasure, loyalty, and positive image of the library. The
findings will also make a substantial contribution to current knowledge and serve as a source for

library professionals in establishing customer-friendly and customer-centered approaches in
Pakistani academic libraries.
Keywords: Customer relationship management; customer satisfaction strategies; library
communications strategies; academic libraries; head/in-charge librarians; Pakistan.
1. Introduction
Libraries are organizations focused on their customers' needs (users). The library customer is the
focal point of library and information services in today's technology environment (Greenberg,
2007). The development of library policies and the design of services have been influenced by
customer pleasure and satisfaction. The library-customer relationship is an important measure of
library and information service effectiveness (Abubakar & Chollom, 2017). Business
organization behavior is more targeted, to maximize customer happiness; growing revenue, and
establishing their confidence. Libraries are non-profit, service-oriented organizations tasked to be
required with delivering the right information to the right customer at the right time and in the
right way in reference services (Ranganathan, 2017).
Customers’ satisfaction is one of the fundamental components of academic libraries. Without
addressing user demands and facilitating customer happiness, they will not stay very long.
Strong customer-focused strategies encourage customers to remain loyal, and academic libraries
utilize that loyalty to attract potential users (Aburayya et al., 2020). Customer satisfaction has a
beneficial and fruitful effect on the success of academic libraries' business. Having a huge user
base indicates that academic libraries have a competitive advantage over their competitors. One
of the main factors driving revenue growth is customers' returns for more purchases as a result of
their pleasure (Nuseir & Madanat, 2015).

Literature indicated that most of the studies conducted in Pakistani libraries on user satisfaction
concerning library resources and services. The surveys of Saeed and Ramzan (2003) at the
Lahore University of Management Sciences library, Rehman et al., (2009) at the Punjab
university library Lahore, and Taufiq et al., (2020) on public libraries in Lahore, Pakistan were
undertaken to find out users satisfaction with library resources and services respectively.
Moreover, very few studies have been conducted in academic libraries in Pakistan from the
perspective of customer relationship management (CRM). The study by Bahader et al. (2018,
2022), on user relationship management (URM) and library leaders’ attitude toward user care in
university libraries of Khyber Pakhtunkhwa and Islamabad, concluded that the majority of
academic libraries contact users through face to face, ask a librarian services and email while
coordinate new members with orientation programs. Moreover, head librarians tried to fulfill the
information needs of every user; they are concerned about their users and are eager to assist
them. Head librarians greet and educate users about the proper use of the library's services,
protect each user’s personal information, and maintain a long-term relationship with users.
According to a study by Bahader et al. (2020) titled "user relationship management (URM) in
university libraries of Pakistan: head librarians' perceptions”, head librarians perceived that user
relationship management (URM) plays a crucial role in resolving users' complaints and
problems, improving service quality, creating a user-friendly environment, marketing library
products, and services, enhancing the library's public image, getting user feedback, creating a
conducive environment for learning and user-centered approach.
The examination of the literature found that the academic libraries in Khyber Pakhtunkhwa and
Islamabad investigated medium of contact with users', URM mechanism in libraries, and head
librarians' attitude towards user care. Furthermore, head librarians perceptions about the

importance of URM in Pakistani academic library environment were also explored. To keep
customers happy, delighted, and loyal, libraries must build strong and customized one-to-one
relationships with them. Despite the fact that the library-customer relationship is an important
area of research and development, there is still significant research gap in the literature of
academic libraries in Pakistan regarding customer relationship management (CRM) activities
contain customer satisfaction and customer communication activities, strategies and practices. So
there is a dire need to fill this gap through a comprehensive study. Therefore, this study focuses
on to find out the current status of customer satisfaction and customer communication activities,
strategies and practices in context of customer relationship management (CRM) in university
libraries of Pakistan. Moreover it also concentrates on customer satisfaction activities and
customer communication strategies that correlate with universities' demographic variables
(types, locations, and category) respectively.
Research Questions
The following research questions are addressed in this study:
• What is the current status of customer satisfaction activities in context of customer
relationship management (CRM) in academic libraries in Pakistan?
• What is the current status of communication strategies and practices in context of
customer relationship management (CRM) in academic libraries in Pakistan?
Hypotheses
To find the significant correlations between customer relationship management (CRM) activities
and the academic universities of Pakistan variable, it was hypothesized. For statistical tests, the
following null hypotheses were developed:
H01: There is no statistically significant difference between customer satisfaction activities
in context of customer relationship management (CRM) and types of universities.

H02: There is no statistically significant difference between customer satisfaction activities
in context of customer relationship management (CRM) and geographical location
universities.
H03: There is no statistically significant difference between customer satisfaction activities
in context of customer relationship management (CRM) and categories of universities.
H04: There is no statistically significant difference between communication strategies and
practices of CRM and types of universities.
H05: There is no statistically significant difference between communication strategies and
practices in context of customer relationship management (CRM) and geographical
location universities.
H06: There is no statistically significant difference between communication strategies and
practices in context of customer relationship management (CRM) and categories of
universities.
2. Review of Literature
Customer Relationship Management (CRM)
Customer Relationship Management (CRM) is a process, approach, or strategy for understanding
more about a customer's needs and habits to build a closer relationship with them. CRM is a
process of studying, analyzing, and learning about the requirements and expectations of
customers (Bahader et al., 2021). It is a business strategy that strives to comprehend, predict,
and manage the demands of an organization's existing and potential consumers. CRM refers to
the processes that aim to connect a company's customer-focused information systems and track
dealings with individual customers across the relationship life cycle to better address individual
customers' needs (Palmer, 2005). CRM is a word used in the information industry to describe the
methodology, software, and, usually internet capabilities that assist organizations in managing

customer relationships in an organized manner. CRM is primarily concerned with Long-term
value creation for the customer and the organization, customer satisfaction is given top
importance and measuring the overall return on investment (ROI) on the services provided to
customers.
Customer Relationship Management (CRM) Activities in Libraries: International
Perspective
The concept of customer relationship and customer-centered approach was not new for libraries.
To satisfy the growing needs and preferences of the customer, academic libraries must change
processes, business, facilities, services, culture, structure, and networks as per customer lifestyle.
Ranganathan (1931) presented five laws for library science and presented a shop analogy for
library professionals to render the operation more accessible with a business perspective and
appeals to all types of libraries to recognize that they are businesses. He stated while the
reputation of a shop depends heavily on resourcefulness, personal awareness of the items in the
store, and a sense of eagerness to support the shop's customers, the quality of the library service
depends heavily on the library staff's head and heart. He claimed that users want the same quality
as customers and libraries to have now to establish the new shop methods.
Broady-Preston et al. (2006) conducted a study on the university library of Malta 2003-2004 and
the University of Coventry, Lanchester library, 2005-2006, and customer relationships
management (CRM) was studied between the library employees and their users. The findings
have shown that CRM is a valuable tool for assessing university libraries' perceived interest. In
the new business world, librarians not only have to recognize and satisfy their users '
expectations but also engage effectively with their users if the academic libraries have the true
market value. For CRM to succeed, good communication techniques are necessary. A study was
carried out by Umar (2010), to examine the application of customer relationship management in

selected university libraries in the North Western States of Nigeria and concluded that current
awareness services, information, and referral service, Internet services, and exhibition and
displays were the major information services provided by the selected university libraries. It was
discovered that personal contacts, complaint boxes, notice boards, and newsletters were the
common form of media used to connect with customers, and inverters, TV, and e-mail was only
used in Kashim Ibrahim Library while mobile phone, website, webpage, and telephone (landline)
respectively were not used in the university libraries studied. It was found that there is no
significant difference in the type of CRM strategies adopted by university libraries to determine
their customer satisfaction. This study concludes that the application of customer relationship
management (CRM) in selected university libraries has a significant influence on information
service delivery. This study recommended the need to step up efforts to attract and maintain the
client base of university libraries through the provision of quality information services,
recruitment of skilled library personnel, regular communications, continuous monitoring of
customer needs, and the use of short Message Service (SMS) facilities. Saludin and Tan (2010),
the study recommended that problems of user satisfaction will be overcome by offering the
requisite preparation for each advanced skill and by recruiting more trained staff; efficient
communication with staff and users through the regular organization of communication
workshops in which employees may be introduced and trained with the latest skills required and
uptrend concerns relevant to the needs and satisfaction of the users. The workshop should
concentrate on topics like courtesy, friendliness, preparation, responsiveness, and so on.
According to Wang's (2012) study, ICT settings and related amenities in libraries should be
accessible and fulfil user demands. The results of this study demonstrate that only academic
libraries make use of information technology like databases and data mining as well as

communication technology like telephone and web page. Jamali et al. (2013) evaluate and
measure management relationship levels with users in e-libraries and concluded that library
administrators in the public library Yazd University need to improve users’ satisfaction through
CRM activities. Siddiqui (2013) conducted a study on “CRM in university libraries in a present
era” and concluded that in today's electronic environment, CRM is critical for libraries to
compete effectively. The more efficiently you use your customer information to fulfill their
needs, the more value and image your library will have. The successful librarianship route
requires understanding the requirements and preferences of customers and to achieve customer
satisfaction with CRM activities. Academic libraries use a variety of channels to interact with
their users, according to Leligdon et al., (2015). These include physical channels, which include
all face-to-face interactions, access services staff, subject liaison librarians, and library
administration engaging at all physical outlets, whether in the library or at meetings and outreach
events. They added that engagement happens across a range of printed and electronic channels,
including departmental mailings, printed marketing brochures, and fliers, as well as calls, emails,
web pages, virtual service desks, social media, and learning management systems. Edalatiyan et
al. (2017), study depicted that the degree of understanding of librarians at Iranian university
libraries with CRM is high and the need of implementing and using CRM practices is very
reasonable. Stokić et al. (2019), the report found the possibilities for the application of the idea
of CRM and digital technology in public libraries in developing countries and resulted that most
librarians are acquainted with the CRM concept. However, libraries of Herzegovina, Serbia,
Bosnia, and Montenegro were not utilizing CRM or smart technology to strengthen the
relationship with customers. This study also measures users’ satisfaction with public library
products, services, and facilities. According to Nwachokor and Okeke's (2020) study, only two

out of the four customer relationship management (CRM) strategies were used by librarians in
university libraries in Delta State, leaving much to be desired. In addition, CRM techniques
should be in line with information technology, human resources, and procedure. Additionally, it
was found that these academic libraries have not fully embraced the culture of customer
orientation and probably do not provide their consumers with what they want.
Customer Relationship Management (CRM) in Libraries: Pakistani Perspective
By directly addressing customers' needs, enhancing service quality, and delivering value to
library customers, CRM can help libraries achieve their goals of increasing the number of
satisfied customers, increasing customer loyalty, and increasing overall productivity. According
to Idrees (2007) users of the Dr. Muhammad Hamidullah Library: Islamic Research Institute
were generally satisfied with the library's collection, services, and staff interaction, but were
disappointed with the library's structure and classification system. Concerns about the security
and non-professional employees were reasonably cooperative, although they needed some
rectification and training. Orientation programs, proper marketing of library services, the
implementation of URM services, increased library facilities, and the creation of a favorable
learning atmosphere were all recommended in the study. As per the findings of the study of
Bahader et al. (2018), there is no adequate implementation of user relationship management
(URM) techniques in Khyber Pakhtunkwa and Islamabad university libraries; however, some
communication practices such as face-to-face, email, new user orientations are in practices. The
study recommended that it is necessary to establish a user relationship management (URM)
awareness campaign in libraries so that all professionals are aware of its value. Libraries should
employ new forms of communication, such as social media, electronic media, and print media, to
maintain a close relationship with their users. To strengthen the URM mechanism and the

continual improvement of library service, an active feedback system should be implemented.
University library infrastructure must be enhanced to accommodate URM programs. Bahader et
al., (2020) concluded in their study that university head librarians perceived that CRM is
beneficial to libraries as; it boosts library usage and enhances capacity utilization, it aids in the
matching of users' tastes, preferences, and needs to the library's collection, enhance the library's
user community's loyalty and contribution, increase user compliance and collaboration with the
library personnel, encourage users to make comments and provide feedback for the improvement
and growth of library services, creating a user-friendly and conducive learning environment, it
gives excellent quality services to users, library management should provide to users with extra
financial benefits, and it assists libraries in gaining user trust and loyalty, as well as brand image
building. A study by Bahader et al., (2021) revealed that in Pakistan, university libraries are
concentrating on satisfying users, emphasizing the need of retaining and increasing valuable
users, understanding individual users' needs, striving to please them, providing tailored services
to users, and strengthening emotional relationships with them. They are focusing on customers
and implementing customer feedback/knowledge management methods, as well as attempting to
change organizational culture to align with CRM systems. The information technology
infrastructure is inadequate, and university libraries are unable to implement a complete CRM
system. According to Bahader et al (2022) study, library leaders in KPK and Islamabad are
optimistic about user care. They attempted to meet each user's information needs; they care about
their users and are eager to assist them. Library leaders greet and educate users on how to use the
library's services properly, protect each user's personal information, and promote the formation
of library community friends. They maintain long-term relationships with users, provide
personalized attention to users, solve user problems, and prioritize key users.

Today libraries are facing huge challenges in their existence and trying to change their lifestyle
and culture. They are in motion to shift products from a centered approach to a user-centric
approach. This study tries to dig out the status of CRM activities containing customer
satisfaction activities and communication strategies and practices in academic libraries of
Pakistan.
3. Methods and Procedures
This study investigated the status of CRM activities in Pakistani academic libraries and applied a
cross-sectional survey research design. A quantitative research approach was used in this study
to collect data from the respondents.
Instruments for Data Collection
The structured questionnaire was used for the data collection. The questionnaire consisting two
parts and part first exist demographic data relating to types of University (public and private);
category of university (General, Agriculture/Veterinary Sciences, Engineering & Technology,
Medical Sciences, Business Education, Computer Science & IT); and geographical locations
(Punjab Province, Sindh Province, Khyber Pakhtunkhwa Province, Islamabad Capital Territory
Region, Baluchistan Province, Azad Jammu & Kashmir Region) respectively. The second part
of the questionnaire cover 23 attributes of CRM activities. It includes 13facets of activities
regarding customer satisfaction and 10 facets of customer communication practices. The
questionnaire was developed following a thorough assessment of the literature, a review by a
panel of ten experts from the faculty of library and information science, faculty of management
sciences, and professional’s librarians working in the position of customer services department.
Pilot testing was conducted to enhance the reliability and validity of the instrument contents.
After a panel of expert review and pilot testing the revised questionnaire was modified. They
also described some technical terms used in the questionnaire which needed to be described in

popular language. They advised to change some phrases, replaced some words with popular
words, grammar correction, duplication of statements, spelling errors, and the full name of
abbreviations. The perceived core value scale, which has 23 facets, was then subjected to
reliability analysis. Cronbach's Alpha revealed that the questionnaire had acceptable reliability,
with a score of 0.94.
Population
The population of the study was 193 universities and degree-awarding intuitions, both public and
private recognized by Higher Education Commission (HEC), Pakistan. It was determined to
perform a census of all of the population's head/in-charge librarians at universities and degree-
awarding institutes.
Data Collection and Analysis
Data was collected through an online survey using respondents' email, whatsApp, and other
social media groups. The instrument was sent to all head/in-charge librarians at universities and
degree-awarding institutes along with a cover letter via email and whatsApp. The researcher used
respondents' email and watsApp and phone calls as reminders to improve the response rate of the
questionnaire. As a result, 73% of the completed questionnaires were received, which was
considered an acceptable response rate for data analysis. These questionnaires were verified for
completeness and then analyzed using SPSS (version 22). The data were analyzed using
descriptive and inferential statistics.
4. Findings
Demographic Information
Out of 140 population, 91(65%) belonged to public sector and 49(35%) to private sector
universities/DAIs respectively. In addition, universities/DAIs that belong to general category are
74(52.9%), agriculture/veterinary sciences are 8(5.7%), engineering and technology are

27(19.3%), medical sciences are 21(15%), business education are 7(5%), and computer science
& IT are 3(2.1%). Geographical area of the university/DAIs shown that majority of the
respondents belonged to Punjab province i.e. 44(31.4%) followed by 35(25%) of Sindh, 32(22.9
%) of Khyber Pakhtunkhwa, 18(12.9%) of Islamabad Capital Territory, 6(4.3%) of Baluchistan,
and 5(3.6%) universities/DAIs and details is given in the Table 1.
Table 1
Demographic Variables of Universities/DAIs (N=140)
Variables
Percentage (%)
Types
Public sector
65
Private sector
35
Category
General
52.9
Agriculture/Veterinary Sciences
5.7
Engineering & Technology
19.3
Medical Sciences
15.0
Business Education
5.0
Computer Science & IT
2.1
Geographical Locations
Punjab Province
31.4
Sindh Province
25.0
Khyber Pakhtunkhwa Province
22.9
Islamabad Capital Territory Region
12.9
Baluchistan Province
4.3
Azad Jammu & Kashmir Region
3.6
Customer Satisfaction Activities (RQ1)
Data is shown in (Table 02) that customer satisfaction activities that were “currently doing” rank
wise with percentage are “special favor to users for book lending” (69.3%), “enhance library
timings on users’ request” (60.0 %), “immediately acquisition of books on the users’ demand”
(58.6 %), “provision of conducive learning environment” (57.1 %), and “manage library tours”
(38.6 %) respectively. In addition, customer satisfaction activities that were “planning to do”

score rank wise with percentage are “best library user award” (52.1%), “best users of the
week/month/year” (48.6%), “updating library website as per users’ requirements” (37.1%),
“user’s gift system” (34.3%), and “users involvement in library planning “ (33.6%) respectively.
The three activities that are “neither doing nor planning” are “present flowers to new members”,
present welcome cards to new members, and occasional messages/wishes on Eids, Independence
Day, Pakistan Day, and Birth Day simultaneously.
Table 2
Frequency and Percentage of Respondents’ about Customer Satisfaction Activities (N=140)
Rank
User Satisfaction Activities
1= In
practice
F (%)
2= In
planning
F (%)
3= Nor
planning
F (%)
4=Don’t
know
F (%)
Conclusion
1
Special favour to users for book
lending
97(69.3)
22(15.7)
20(14.3)
1(0.7)
In practice
2
Enhance library timings on
users’ request
84(60.0)
27(19.3)
27(19.3)
2(1.4)
In practice
3
Immediately acquisition of
books on the users’ demand
82(58.6)
40(28.6)
13(9.3)
5(3.6)
In practice
4
Provision of conducive learning
environment
80(57.1)
45(32.1)
12(8.6)
3(2.1)
In practice
5
Manage library tours
54(38.6)
41(29.3)
39(27.9)
6(4.3)
In practice
6
Updating library website as per
users’ requirements
52(37.1)
52(37.1)
32(22.9)
4(2.9)
In practice
7
Users involvement in library
planning
44(31.4)
47(33.6)
43(30.7)
6(4.3)
In planning
8
User’s gift system
35(25.0)
48(34.3)
48(34.3)
9(6.4)
In planning
9
Best library user award
14(10.0)
73(52.1)
44(31.4)
9(6.4)
In planning
10
Best users of the
week/month/year
10(7.1)
68(48.6)
56(40.0)
6(4.3)
In planning
11
Occasional messages/wishes on
Eids, Independence Day, Pakistan
Day, Birth Day
44(31.4)
46(32.9)
47(33.6)
3(2.1)
Nor doing
and nor
planning
12
Present welcome cards to new
members
18(12.9)
49(35.0)
66(47.1)
7(5.0)
Nor doing
and nor
planning
13
Present flowers to new members
15(10.7)
41(29.3)
76(54.3)
8(5.7)
Nor doing
and nor
planning

Communication Strategies and Practices (RQ2)
Data in (Table 03) indicates that communication strategies and practices that were “currently
doing” get the frequency and percentage and describe rank from highest to lowest are “face to
face interaction” (84.3%), “orientation for new users” (75.0 %), “make telephone calls” (69.3
%), “coordination through E-mail” (66.4 %), “complaints/suggestions box” (61.4 %) and
“establishment of users’ help desk” (48.6 %) respectively. Furthermore, communication
strategies and practices that were “planning to do” score rank wise with percentage are “use of
electronic billboards for users’ contact” (49.3%), “use of Social Media to enhance users’
contact” (42.1%), and “library social network website” (37.1%) respectively.
Table 3
Frequency and Percentage of Respondents’ Regarding Communication Strategies and Practices
(N=140)
Rank
Communication
Strategies & Practices
1= In
practice
F (%)
2= In
planning
F (%)
3=Nor
planning
F (%)
4=Don’t
know
F (%)
Conclusion
1
Face to face interaction
118(84.3)
12(8.6)
9(6.4)
1(0.7)
In practice
2
Orientation for new users
105(75.0)
24(17.1)
6(4.3)
5(3.6)
In practice
3
Make telephone calls
97(69.3)
22(15.7)
18(12.9)
3(2.1)
In practice
4
Coordination through E-
mail
93(66.4)
36(25.7)
9(6.4)
2(1.4)
In practice
5
Complaints/suggestions
box
86(61.4)
41(29.3)
9(6.4)
4(2.9)
In practice
6
Establishment of users’
help desk
68(48.6)
55(39.3)
14(10.0)
3(2.1)
In practice
7
Users engagement on
copyright and book day
46(32.9)
45(32.1)
42(30.0)
7(5.0)
In planning
8
Library social network
website
52(37.1)
52(37.1)
32(22.9)
4(2.9)
In planning
9
Use of Social Media to
enhance users’ contact
51(36.4)
59(42.1)
25(17.9)
5(3.6)
In planning
10
Use of electronic
billboards for users’
contact
18(12.9)
69(49.3)
45(32.1)
8(5.7)
In planning

Hypotheses Testing
Using inferential statistics, the correlations between the total mean scores of 23 statements of
CRM activities and selected university categorization were investigated. Table 04 and 05 shows
the outcomes of the null hypothesis.
Mean Variation between Customer Satisfaction Activities and Types of Universities (H01)
The independent sample t- test value .398, with significance level of .691, was lower than the
criterion. It implies that there is no obvious relationship between customer satisfaction activities
and university types. As a result, Ho1 was accepted as the null hypothesis. Conversely,
significant mean difference were found among the facets “Best library user award” here P=.036<
.05, where private sector university perform this activity better as compare public sector and
“Immediately acquisition of books on the users’ demand” hare p=.012<.05 where public sector
university perform this activity good as compare to private sector respectively (Table 4).
Mean Variation between Customer Satisfaction Activities and Geographical Locations of
Universities (H02)
Results of One-way ANOVA test revealed that (F values is F= .753 with significance level
p=.585) and indicate that there is no statistically significant difference in the composite mean
score of “customer satisfaction vdactivities” and it’s sub-dimensions based on locations of
universities (Islamabad, Punjab, Khyber PaKhtunkhwa, Sindh, Baluchistan, and Azad Jammu &
Kashmir) where p-values are more than alpha-values (P>0.05). Thus the null H02 was accepted.
Conversely, statement “User’s gift system” here P=.027<.05 significant and by applied Tukey’s
post hoc (HDS) test shows that Sindh universities currently doing this activity while
Islamabad and KPK universities are in planning to do stage(Table 4).
Mean Variation between Customer Satisfaction Activities and Categories of Universities (H03)

One-way ANOVA test shown that there was no statistically significant difference in the
composite mean score of “customer satisfaction and loyalty activities” and it’s sub-attributes
based on category of universities (general, agriculture/veterinary, engineering & technology,
medical, business education and computer sciences & IT) where F= 1.305 and significance value
is p= .265 shows that alpha-values (P>0.05). Thus, accept the null hypothesis H03.Conversely,
statement “Immediately acquisition of books on the users’ demand” here P=.000<.05, were
significant and after Tukey’s HDS test general and medical universities were currently perform
this activity while agriculture/veterinary in planning to do position. Similarly, “Updating library
website as per users’ requirements” P= .031<.05 were significant and found that engineering&
technology universities were doing this activitywhile general in planning to do stage (Table 4).
Table 4
Mean Variation of Customer Satisfaction Activities with Universities Demographic Variables
(Types, Geographical Locations and Category)
Variables
Mean
Statistics
Sig.
Types of University
t= .398
.691
Public
2.0135
Private
1.9843
Geographical Locationsof Universities
F= .753
.585
Islamabad
1.9829
Punjab
1.9685
Khyber PaKhtunkhwa
2.0769
Sindh
1.9560
Baluchistan
1.9872
Azad Jammu & Kashmir
2.2615
Category of Universities
F= 1.305
.265
General
1.9761
Agriculture/Veterinary
2.1442
Engineering & Technology
2.1054
Medical
1.8718
Business Education
2.1758
Computer Sciences & IT
1.8974
* Significant at p < .05, Scale: 1=currently doing, 2=planning to do, 3=nor planning, 4=Don’t
know

Mean Variation between Communication Strategies and Practices and Types of Universities
(H04)
Results of independent sample t-test where t= -.312, p=. 756 indicates that no statistically
significant mean difference about the overall communication strategies and practices and its all
sub facets based on their types of universities where P>.05. As a result, the null H04 was
approved (Table 5).
Mean Variation between Communication Strategies and Practices and Locations of
Universities (H05)
Results of One-way ANOVA test shown that there was no statistically significant difference in
the overall mean score of “communication strategies and practices” and its sub-facets based on
locations of universities shows F= .719 and P. .610 and thus accepted null hypothesis
(H05).Conversely, statement “library social network website” here P=.032<.05, found significant
and by used Tukey’s HDS test Islamabad universities doing this communication practices while
Baluchistan, and Azad Jammu & Kashmir (AJK) were in planning to do(Table 5).
Mean Variation between Communication Strategies and Practices and Categories of
Universities (H06)
One-way ANOVA test found that F= .911 and P= .476 and conclude that no statistically
significant difference in the overall mean of “communication strategies and practices” and its
sub-statements with respect to category of universities. As a result, null hypothesis H06 was
accepted. Conversely, attribute “Coordination through E-mail” here P=.008<.05, were found
significant and Tukey’s HDS test indicated that medical universities doing this practices while
engineering & technology were in planning stage respectively(Table 5).

Table 5
Mean Variation of Communication Strategies and Practices with Universities Demographic
Variables (Types, Geographical Locations and Category)
Variables
Mean
Statistics
Sig.
Types of University
t= -.312
.756
Public
1.6747
Private
1.7041
Geographical Locationsof Universities
F= .719
.610
Islamabad
1.6278
Punjab
1.6000
Khyber PaKhtunkhwa
1.8031
Sindh
1.6800
Baluchistan
1.7167
Azad Jammu & Kashmir
1.8800
Category of Universities
F= .911
.476
General
1.6189
Agriculture/Veterinary
1.6750
Engineering & Technology
1.8667
Medical
1.6571
Business Education
1.7286
Computer Sciences & IT
1.8000
* Significant at p < .05, Scale: 1=currently doing, 2=Planning to do, 3=nor planning, 4=don’t
know
5. Discussions
A final look at the results (Table 02) revealed that some CRM activities related to customer
satisfaction were “currently doing” in academic libraries of Pakistan. Customer satisfaction
activities like special favor to users for book lending (more books will be issued to key
customers mentioned in the rules) , enhancing library timings on users’ request (user will give
extra time at their request), immediately acquisition of books on the users’ demand, and
provision of a conducive learning environment were currently in practice. These results are
coherent in some activities with studies of (Saludin and Tan (2010; Jamali et al., 2013; Siddiqui,
2013; Leligdon et al., 2015; Stokić et al., 2018; Nwachokor and Okeke's, 2020) respectively.
Furthermore, the best users of the week/month/year, best library user award, user’s gift system,
users involvement in library planning, updating library website as per users’ requirements, and

manage library tours were in the “Planning to do” stage. In addition, Three CRM activities that
are presenting flowers to new members, presenting welcome cards to new members, and
occasional messages/wishes on Eids, Independence Day, Pakistan Day, and Birth Day related to
customer satisfaction were not currently done or nor in the planning stage. As for as CRM
activities linked to communication strategies and practices in academic libraries were majority
“currently doing” stage which includes face-to-face interaction, orientation for new users,
making telephone calls, coordination through E-mail, complaints/suggestions box, the
establishment of users’ help desk respectively (Table 03). These results are consistent with those
of earlier studies (Broady-Preston et al. 2006; Umar, 2010; Aliu and Eneh, 2011; Wang, 2012;
Jamali et al., 2013; Leligdon et al., 2015) and so on. However, the use of electronic billboards
for users’ contact, the use of Social Media to enhance users’ contact, the library social network
website, and users' engagement on copyright and book day communication strategies and
practices in academic libraries were in the “planning to do” stage. Results of (Table 04) indicates
that There is no statistically significant difference between customer satisfaction and loyalty
activities of CRM and types, geographic locations, and categories of universities were found
where all significance value is greater than p values (P>.05) and accepted the null hypotheses
H01, H02, and H03 respectively. In addition, the results of (Table 05) shows that there is no
statistically significant difference between communication strategies and practices and types,
locations, and category of academic libraries, where all significance values are more than P
values (P>.05). Thus, null hypotheses H04, H05 and H06 were accepted respectively. However,
few facets were significant concerning types, locations, and category of academic libraries.

6. Conclusions and Implications
The aim of this study is to measure current status of CRM activities in academic libraries of
Pakistan. This is the first study in Pakistan to assess status of CRM activities in academic
libraries. This research study found that majority of the customer satisfaction activities were in
“planning” stage while few activities (special favour to users for book lending, enhance library
timings on users’ request, immediately acquisition of books on the users’ demand, and provision
of conducive learning environment) were “currently doing” by the libraries. Similarly, majority
of communication strategies and practices (face to face interaction, orientation for new users,
make telephone calls, coordination through E-mail, complaints/suggestions box, establishment of
users’ help desk) were “currently doing” to boost up relationship with customer. Overall mean
of customer relationship management activities contain customer satisfaction and
communication strategies and practices are not correlated with types, locations, and category of
academic libraries of Pakistan but few facets were found significant.
This study is a helpful and positive approach for academic libraries, especially those
engaged in customer relationship management execution. This project will boost user pleasure,
loyalty, and the image of the library. The outcomes of this study will assist libraries in forming
strong bonds with their customers by utilizing URM activities and tactics for mutual benefits
throughout the customer life cycle. The findings will also make a substantial contribution to
current knowledge and serve as a source for library professionals and Head/in-charge librarians
in establishing user-friendly and user-centered techniques in Pakistani academic libraries. This
study was limited to the responses of the head librarians of university libraries in Pakistan and
did not reflect the perspectives of other stakeholders such as management, faculty, and students.
This study addressed the current status of CRM activities and tactics in academic libraries,

meanwhile, qualitative studies can be embarked on to support the development of CRM models,
programs, and software for academic libraries of Pakistan in conjunction with the HEC and other
accreditation authorities.
References
Abubakar, Daniel, and Chollom, K. M. (2017). Relationship of user education, computer literacy
and information and communication technology accessibility and use of e-resources by
postgraduate students in Nigerian university libraries. Library Philosophy & Practice
1555, http://digitalcommons.unl.edu/libphilprac/1555
Aburayya, A., Marzouqi, A., Alawadhi, D., Abdouli, F., & Taryam, M. (2020). An empirical
investigation of the effect of employees’ customer orientation on customer loyalty
through the mediating role of customer satisfaction and service quality. Management
Science Letters, 10(10), 2147-2158.
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, 4(1).
Bahader, M., Idrees, H., & Naveed, M. A. (2020). User relationship management in university
libraries of Pakistan: head librarians’ perceptions. Pakistan Library and Information
Science Journal, 51, 85-97.
Bahader, M., Idrees, H., & Naveed, M. A. (2021). Customer relationship management practices
in university libraries of Pakistan. Library Philosophy and Practice (e-journal), 6039.
https://digitalcommons.unl.edu/libphilprac
Bahader, M. Naveed, M. A., Jan, R. Jan, T. & Hussain, M. (2022). Library leaders’ attitude
towards user care in university libraries of Khyber Pakhtunkhwa and Islamabad.

Library Philosophy and Practice (e-journal). 6933
https://digitalcommons.unl.edu/libphilprac/6933
Broady‐Preston, J., Felice, J., & Marshall, S. (2006). Building better customer relationships: case
studies from Malta and the UK. Library management, 27(6/7), 430-445 doi:
10.1108/01435120610702422
Edalatiyan, Z., Sanatjoo, A., & Nowkarizi, M. (2017). Review of acquaintance and necessity of
implementing strategy of customer relationship management from the perspective of
human resources of academic libraries in Iran. Library and Information Science Research
(LISRJ), 7(1), 239-256.
Idrees, H. (2007). User Relationship Management in Dr .Muhammad Hamidullah Library:
Islamic Research Institute. Pakistan Library and Information Science Journal, 38, 25-30.
Jamali, R., Moshabaki, A., Aramoon, H., & Alimohammadi, A. (2013).Customer relationship
management in electronic environment. The Electronic Library, 31(1), 119-130, https://
doi.org/10.1108/02640471311299173
Leligdon, L., Quinn, T., & Briggs, L. (2015). Strategic CRM: improving the business of
academic libraries. College & Undergraduate Libraries, 22(3-4), 247-260.
doi.org/10.1080/10691316.2015.1067662
Nuseir, M. T., & Madanat, H. (2015). 4Ps: A strategy to secure customers' loyalty via customer
satisfaction. International Journal of Marketing Studies, 7(4); 78.

Nwachokor, I. M., & Okeke, I. F. (2020). Customer relationship management practices among
librarians in academic libraries in Delta State. Library Philosophy and Practice. 4010.
https://digitalcommons.unl.edu/libphilprac/4010
Palmer, R., Lindgreen, A and Vanhamme, J. (2005). Relationship marketing: schools of thought
and future research directions. Marketing Intelligence & Planning, 23(3), 313-330.
Ranganathan, S.R. (2017). Five laws of library science. Librarianship Studies.
https://www.librarianshipstudies.com/2017/09/five-laws-of-library-science.html
Ranganathan, S. R. (1931). The five laws of library science. Madras Library Association.
Rehman, S., Mahmood, K., Arif, M., & Rafiq, M. (2009). Are users satisfied with library
services: The case of Punjab University Library. Pakistan Library and Information
Science Journal, 40(1), 22-28.
Saeed, H., & Ramzan, M. (2003). Student use of Lahore University of Management Sciences: A
survey. Pakistan Library Bulletin, 34(1), 12-16.
Saludin, M. N., & Tan, P. K. (2010). The importance of customer satisfaction and customer
complaint towards a better quality service using six sigma: An academic
perspective. Jurnal Teknologi, 5:107-126
Siddiqui, J. A. (2013). Customer relationship management in university libraries in present era.
Indian Journal of Library and Information Science, 7 (3), 13-15.

Stokić, A., Stojanović, D., Bogdanović, Z., Despotović-Zrakić, M., & Radenković, B. (2019).
Enhancing the customer relationship management in public libraries: findings from three
developing countries. Library Hi Tech, 37(2), 251-272. https://doi.org/10.1108/LHT-07-
2017-0138
Taufiq, M., Rehman, S. U., & Ashiq, M. (2020). User satisfaction with resources and services of
public libraries of Lahore, Pakistan. Library Philosophy and Practice (e-journal).
Retrieved from https://digitalcommons. unl. edu/libphilprac/4347.
Umar, L. (2010). Application of customer relationship management in information service
delivery in university libraries in north western states of Nigeria. [Master’s Thesis,
Ahmadu Bello University, Zaria].
Wang, S. L. (2012). Development of a service framework for library users from customer
relationship management perspective. Intech, 79-100.