Personalization of Services from the Perspective of Librarians in Public Libraries of Mashhad

Document Type : مقالات پژوهشی

Authors

• Anis Miri ¹
• Maryam Salami ²
• Seyed Abbas Marjani ³

¹ payame noor university

² payam noor university

³ Ferdowsi university of mashhad

10.22067/riis.v6i2.52637

Abstract

Purpose: Personalization can meet the unique needs of the individual customers.. This study was done in order to find out the feasibility of the personalized services of public libraries in Mashhad.
Methodology: This survey is cross-sectional. The data were collected through questionnaires. 142 people participated in the study. Stratified random sampling based on Morgan table was used based on which110 were selected as the sample. To analyze the data, analysis of variance, repeated measures, and Bonferroni post hoc test were performed using SPSS software.
Findings: The results showed that the levels of society tend to personalize the service is above top average(3) personal priority services 'document delivery' (86/4) and the lowest priority of "abstracting services" (03 / 2) respectively. The first priority is to get the personalized service to the faculty members (71/2) and the lowest priority is to provide personalized services to all the library members (96/1). Besides, from the perspective of public librarians, the most important priority should be given to the equipments and facilities along with the Internet speed (61/8), and the lowest priority should be specified to the adequate electronic sources (68/2) .

Keywords

• Public Libraries
• Customization services
• Librarians
• Feasibility

---

References

حریری، نجلا، و شاهوار، شبنم (1389). ارتقای رضایت کاربران کتابخانه با استفاده از سامانه مدیریت ارتباط با مشتری: گزارش یک تجربه، مطالعات ملی کتابداری و سازماندهی اطلاعات، 21 (3)، 21-39.

فتاحی، رحمت الله (1392). خدمات تخصصی و شخصی سازی شده :رویکردی برای برون رفت از شکاف میان کتابخانه و جامعه آن، پژوهشگاه علوم و فناوری اطلاعات ایران، 29 (2)، 289-291.

حیاتی، زهیر؛ مظفری، عظیمه؛ مظفری، افسانه و منوچهری، روح الله (1393). بخش بندی مراجعه کنندگان کتابخانه های عمومی بر مبنای نیازهایشان با استفاده از شبکه عصبی مصنوعی، تحلیل سلسله مراتبی و مدل کانو. تحقیقات اطلاع رسانی و کتابخانه های عمومی،20(3)،513-533.

مکتبی فرد، لیلا (1389). شخصی سازی گامی به سوی رضایت بیشتر، اطلاع شناسی، 4 (12)، 151-162.

Ardissono, L; Goy, A.; Petrone, G., and Segnan, M. (2002).“Personalization in Business to Customer Interaction”, Communications of the ACM,. 45(5), 25-53.

Broady-Preston, J. and Felice, J. (2006). “Customers, relationships and libraries: University of Malta, a case study”, Aslib, Proceedings.

Burke, R. (2000) “Knowledge-based recommender systems”. Encyclopedia of Library and Information Systems, 69(Supplement 32),175–186.

De Pechpeyrou, P. (2009). ”How consumers value online personalization: a longitudinal experiment, “ Direct Marketing: An International Journal, Vol. 3, No. 1, pp. 35-51.

Ferran, N., Mor E and ` Minguillo J. (2005). Towards personalization in digital libraries through ontologies, Library Management 26 (4/5), 206-217.

Huang, E. Y. and Lin, C-Y. (2005). “Customer-oriented financial service personalization”, Industrial Management and Data Systems, 105 (1), 26-44.

Kabassi, K. and Virvou, M. (2004). Personalized adult e-training on computer use based on multiple attribute decision making. Interacting with Computers, 16,115-132.

Kambil, A. and Nunes, P.F. (2001), “Personalization? No thanks", Harvard Business Review, 79 (4), 32-44.

krishnan, R. N. (2000). “Pipe: Web Personalization by Partial Evaluation”, IEEE Internet Computing, 4(6), 21-31.

Shen, A. and Ball, D. (2009). ”Is personalization of services always a good thing? Exploring the role of technology-mediated personalization (TMP) in service relationships”, Journal of Services Marketing, 23(2). 80–92.

Solomon, L. (2011). Doing social media so it matters: A librarian’s guide. Chicago: American Library Association.

Sorce, P. (2008). Personalization: Data-driven print and internet communications. New York: RIT Cary Graphic Arts Press.

Soares, E. M. G. (2010). Document supply and resource sharing in Portuguese libraries: the role of the National Library. Inter lending & Document Supply, 38(1), 82-98.