Comparison of the Application of Client-Marketing Marketing Blend in Kermanshah University Libraries (Case Study: Razi University Students and Kermanshah University of Medical Sciences)

Abstract

Purpose: The purpose of this study was to compare the use of customer-oriented marketing mix in academic libraries among audiences of Razi University libraries and Kermanshah University of Medical Sciences.Methodology: The present study is applied in a survey method. To describe and analyze the data, descriptive and inferential statistics (mann_whitey and t) have been used. The research community was a member of the Library of the Faculty of Razi University of Medical Sciences, with a total of 16493 members of the Razi Faculty Library and the Schools of the Faculty of Medicine. The sample size was calculated using the Cochran formula, which obtained 374 people. Reliability is measured using Cronbach's alpha, which has acceptable reliability (r=%89).Finding: The findings of the research showed that the components of expected customer expectations (mean of 62. 3) and customer cost (mean of 1.16) were better than the medical university and the components of customer comfort (average 3.41) and the customer relationship (mean of 1.91) is better than the medical university. The results of the research questionnaire test showed that the status of the medical universities' libraries was better than the libraries of Razi University with the average ranking of 170/41 in terms of using the combination of customer-oriented marketing with an average rating of 208/15 .Authenticity : The results of this research can provide information that provides the basis for better planning of managers to improve the level of academic libraries.Key words: Marketing, Marketing mix, customer orientation, audiences, Academic libraries.

Keywords

• marketing
• marketing mix
• customer orientation
• audiences
• academic libraries