earticle

영어

University libraries are currently facing their greatest challenge. For more than a decade, niversity libraries ave been under the pressure to change its way of operation and management due to the tight of budget nd the appearance of online resources. These situations cause the ibraries to value their development of esources and the application of business marketing to better service. How to retain and grow users through nhancement of service becomes the great concern by library managers. Customer Relationship Management CRM) is not a tactical or functional approach but a key strategic process. A comprehensive CRM will ighlight the preference and learning needs of readers individually for cost saving and enhance the retention nd loyalty. We aim to propose an integrated conceptual frameframework implying with business marketing lan and CRM perspective through literature finding.