Analysis of the relationship of CRM-based library services with head librarians' personal and academic variables: a survey of university libraries in Pakistan

Purpose This study aimed to examine the relationship between customer relationship management (CRM)-based library services and head librarians' personal and academic variables. The status of CRM-based library services in the university libraries of Pakistan was also assessed. Design/methodology/approach A cross-sectional survey research design and quantitative research approach were applied. A structured questionnaire was emailed to the heads librarians of all university libraries recognized by the Higher Education Commission of Pakistan, and the response rate was 74 percent. Findings The analysis showed that a relationship to CRM-based library services was confirmed by the head librarians' age, academic qualification, professional experience, CRM awareness and training. Moreover, several CRM-based library services such as face-to-face interaction, current awareness services, orientation for new users, coordination through e-mail services, special goodwill to regular users, make telephone calls, complaints/suggestions boxes, online services, provision of a conducive learning environment, user education, selective dissemination of information services, users' participation in the collection and service development, ask a librarian services and users' help desk services were currently being practiced by the university libraries. Originality/value This study is a valuable resource for developing user-centered library services and culture. Findings are helpful in enhancing CRM applications in libraries and making their users satisfied and loyal. This study makes a significant contribution to the body of literature and knowledge on library CRM.