Abstract:
In this digital era academic libraries are already facing their
greatest challenges and difficulties with multiple communication channels.
For more than a decade, academic libraries have been under the pressure
to change its way of operation and management due to constraint of budget
and the appearance of online resources. These situations cause the libraries
to value their development of resource and the application of library
marketing to better service. How to retain and increase users through
enhancement of service becomes the great concern of library managers/
librarians. Customer Relationship Management (CRM) is not a tactical or
functional approach but a key strategic process. A comprehensive CRM is
highlighted with its pillars, characteristics, basic principles, initiatives in
libraries, library service, significance, model and 4S, and user satisfaction
through evaluating academic libraries in this study.
