earticle

영어

University libraries are currently facing their greatest challenge. For more than a decade, university libraries have been under the pressure to change its way of operation and management due to the tight of budget and the appearance of online resources. These situations cause the libraries to value their development of resources and the application of business marketing to better service. How to retain and grow users through enhancement 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 highlight the preference and learning needs of readers individually for cost saving and enhance the retention and loyalty. We aim to propose an integrated conceptual framework implying with business marketing plan and CRM perspective through literature finding.