azime mozafari
Abstract
Purpose: The aim of this research is identification of effective and impressionable factors and severity of them for public library client needs in Fars Province in terms of uncertainty. Methodology: This study was conducted in two phases of qualitative and quantitative. In the first phase, public librariy ...
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Purpose: The aim of this research is identification of effective and impressionable factors and severity of them for public library client needs in Fars Province in terms of uncertainty. Methodology: This study was conducted in two phases of qualitative and quantitative. In the first phase, public librariy client needs in Fars province have been identified using field studies and in second phase firs questionnaire was designed and distributed based on the DEMATEL technique. Then to determine effective and impressionable factors on client satissfactions, DEMATEL method was implemented based on gray numbers in terms of uncertainty. Statistical population of research includes public library clients in Fars Province that sample of 150 was selected by the snowball method and questionnaires were distributed among them. Findings: Using grey DEMATEL technique, the client needs were separated into two groups as effective and impressionable factors. Based on the results, three effective factors are: silence and physical condition of library, library facilities, Complaints and suggestions; and three impressionable factors are: performance and appropriate treatment of librarians, increasing the number and time of books, reading room equipment. Conclusions: Using proposed method in this study, we can identify and rank effective and impressionable public library client needs in terms of uncertainty. The results can be useful for public library’s future decisions to satisfy clients.
Azimeh Mozafari; Soraya Zeiaei; Afsaneh Mozaffari
Abstract
Purpose: Due to the importance of public library clients, this study segments Shahid Dastgheyb Public Library clients in Shiraz city based on their lifetime values and their RFM models. Method: In order to implement the proposed research methods, first amounts of the RFM indicators including recent use ...
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Purpose: Due to the importance of public library clients, this study segments Shahid Dastgheyb Public Library clients in Shiraz city based on their lifetime values and their RFM models. Method: In order to implement the proposed research methods, first amounts of the RFM indicators including recent use (R) and Frequency of use (F) were determined. Since library clients do not have any monetary values for the library, the third indicator of model (M) that concerned the monetary aspect was ignored and a new indicator called clients Registration Record (RR) was considered.The clientele information was extracted from the public library’s database and preprocessed. After weighing these three indicators, using the Analytic Hierarchy Process, clients were segmented by Self-Organizing Map. Then lifetime value pyramid was plotted by which clusters of the key and valuable clients were identified. Findings: Among the three indicators of the RFM model, Frequency of use (F) proved to be the most important and Registration Record (RR) the least important determinants of the values of clients. The clients under study were divided into five clusters. Based on the lifetime value pyramid, the most valuable clients fell in cluster 4 which includes only 3 percent of all clients. These clients were those who recently used the library, their usage frequencies were high and had a longer registration record. Conclusions: Having identified the key and valuable clients, some suggestions were presented to improve the services considering the client’s value to library
