vii
TABLE OF CONTENTS
CHAPTER
1
2
TITLE
PAGE
DECLARATION
ii
DEDICATION
iii
ACKNOWLEDGEMENT
iv
ABSTRACT
v
ABSTRAK
vi
TABLE OF CONTENTS
vii
LIST OF TABLES
xi
LIST OF FIGURE
xii
LIST OF APPENDICES
xiii
INTRODUCTION
1
1.1
Introduction
1
1.2
Research Problem
2
1.3
Research Question and Purpose
3
1.4
Project Objectives
4
1.5
Project Scope
4
1.6
Significance of Study
4
1.7
Chapter Summary
5
LITERATURE REVIEW
6
2.1
Introduction
6
2.2
Customer Relationship Management
7
2.2.1
People
9
2.2.2
Process
10
2.2.3
Technology
10
viii
2.3
CRM in Academic Library
2.3.1
2.3.2
2.4
2.4.2
2.5
2.6
2.7
3
Main Factors for CRM Success in
Academic Libraries
15
CRM Processes in Academic
Libraries
17
Social Networks
2.4.1
11
23
Social Networks in Academic
Environment
24
2.4.1.1
Academia.edu
25
2.4.1.2
ResearchGate.com
26
2.4.1.3
Mandely.com
27
2.4.1.4
TeachStreet.com
27
2.4.1.5
Sakai
28
Essential Features of Academic
Social Networks
29
Social CRM
32
2.5.1
Who is the Social Customer?
34
2.5.2
Traditional CRM vs. Social CRM
35
2.5.3
Benefits of Using Social CRM
38
2.5.4
Background of Using S-CRM
38
2.5.4.1
SlideShare.net
40
2.5.4.2
Yelp
41
2.5.4.3
Spring Airlines
41
2.5.4.4
Saudi Banks
42
Higher Education
43
2.6.1
Customers in Higher Education
43
2.6.2
Student Life Cycle
44
2.6.3
CRM in Higher Education
45
Chapter Summary
45
METHODOLOGY
47
3.1
Introduction
47
3.2
Research Flow Chart
48
3.3
Research Approaches
50
3.4
3.3.1
Qualitative Research
50
3.3.2
Verification of Qualitative Method
51
Sampling of the Study
52
ix
3.5
4
5
6
Case Study (Perpustakaan Sultanah Zanariah
Library UTM)
53
3.5.1
About UTM Library
53
3.5.2
Services in UTM Library
54
3. 6
Data Collection
55
3. 7
Interview Design
55
3. 8
Interviewees
56
3. 9
Data Analysis
57
3. 10
Chapter Summary
58
FINDINGS AND PROPOSING INITIAL LSCRM
FRAMEWORK
60
4.1
Introduction
60
4.2
Characteristics of Social CRM
60
4.3
CRM Processes in an Academic Library
62
4.4
Relation between Social CRM and CRM
Processes
63
4.5
LSCRM Framework
67
4.6
Chapter Summary
68
QUALITATIVE DATA ANALYSIS AND REFINING
LSCRM FRAMEWORK
70
5.1
Introduction
70
5.2
Data Analyzing by NVivo
70
5.2.1
Nodes Page
71
5.2.2
Modeling
72
5.3
Refine the LSCRM Framework
80
5.4
Discussion of Interviews
81
5.5
Chapter Summary
84
CONCLUSION
85
6.1
Introduction
85
6.2
Achievements
85
6.3
Constraint and Challenges
88
6.4
Recommendations for Future Work
88
6.5
SCRM Recommendation Implementation for
PSZ Library
89
x
6.6
Chapter Summary
REFERENCES
APPENDICES
90
91
98-124
xi
LIST OF TABLES
TABLE NO.
2.1
2.2
2.3
2.4
2.5
3.1
TITLE
Administrative Features of
Networks (Rohani & Ow, 2011)
PAGE
Academic
Social
30
Collaborative Features of Academic Social Networks
(Rohani & Ow, 2011)
31
Reporting Features of Academic Social Networks
(Rohani & Ow, 2011)
31
Integrating Features of Academic Social Networks
(Rohani & Ow, 2011)
32
Comparing Traditional
(Greenberg, 2010)
37
CRM
and
CRM
2.0
Summery of the Research Questions, Data Collection,
and Data Analysis
48
3.2
Mapping Interview Questions
56
3.3
Interviewees of the Research
57
4.1
Characteristics of Social CRM
61
4.2
Relation between CRM Processes with SCRM
64
5.1
Data Collections of Interviews for Characteristics of
SCRM
73
Data Collections of Interviews for CRM Processes in
an Academic Library
76
Data Collections of Interviews for Social Tools
Which are Useful in an Academic Library
78
Summary of Interviews about Current PSZ
83
5.2
5.3
5.4
xii
LIST OF FIGURE
FIGURE NO.
TITLE
PAGE
2.1
Literature Review Structure
2.2
The Conceptual Framework of 4S in Library Reader
Service (Perng et al., 2009)
19
2.3
CRM Processes (Liu Huiping, 2011)
20
2.4
Differences of Traditional
(Greenberg, 2010)
2.5
7
CRM
and
SCRM
35
Contingency Framework Used for S-CRM Adoption
Intention in Saudi Banks (Sanaa Askool & Nakata,
2012)
42
2.6
Customers for Higher Education (Kanji et al., 1999)
44
3.1
Research Flow Chart
49
4.1
CRM Processes (Huiping, 2011)
62
4.2
Initial LSCRM Framework of Integrating SCRM with
CRM Processes
68
5.1
NVivo Nodes and Categories
71
5.2
Model of Characteristics of Social CRM
72
5.3
Model of CRM Processes
75
5.4
Model of Social Tools
77
5.5
Framework of Social Customer Relationship
Management by Data Analysis in NVivo
79
The Final Conceptual LSCRM Framework of
Integrating Social CRM into CRM Processes in PSZ
Library
80
5.6
xiii
LIST OF APPENDICES
APPENDIX
TITLE
PAGE
APPENDIX A
INTERVIEW 1 (LIBRARIAN)
98
APPENDIX B
INTERVIEW 2 (LIBRARIAN)
100
APPENDIX C
INTERVIEW 3 (LIBRARIAN)
101
APPENDIX D
INTERVIEW 4 (LIBRARIAN)
103
APPENDIX E
INTERVIEW 5 (LIBRARIAN)
105
APPENDIX F
INTERVIEW 6 (STUDENT)
107
APPENDIX G
INTERVIEW 7 (STUDENT)
109
APPENDIX H
INTERVIEW 8 (STUDENT)
111
APPENDIX I
INTERVIEW 9 (STAFF)
112
APPENDIX J
INTERVIEW 10 (STAFF)
114
APPENDIX K
Source Summary, Word & Node Frequency
of Interviews by NVivo
115
xi
LIST OF TABLES
TABLE NO.
2.1
2.2
2.3
2.4
2.5
3.1
TITLE
Administrative Features of
Networks (Rohani & Ow, 2011)
PAGE
Academic
Social
30
Collaborative Features of Academic Social Networks
(Rohani & Ow, 2011)
31
Reporting Features of Academic Social Networks
(Rohani & Ow, 2011)
31
Integrating Features of Academic Social Networks
(Rohani & Ow, 2011)
32
Comparing Traditional
(Greenberg, 2010)
37
CRM
and
CRM
2.0
Summery of the Research Questions, Data Collection,
and Data Analysis
48
3.2
Mapping Interview Questions
56
3.3
Interviewees of the Research
57
4.1
Characteristics of Social CRM
61
4.2
Relation between CRM Processes with SCRM
64
5.1
Data Collections of Interviews for Characteristics of
SCRM
73
Data Collections of Interviews for CRM Processes in
an Academic Library
76
Data Collections of Interviews for Social Tools
Which are Useful in an Academic Library
78
Summary of Interviews about Current PSZ
83
5.2
5.3
5.4
xii
LIST OF FIGURE
FIGURE NO.
TITLE
PAGE
2.1
Literature Review Structure
7
2.2
The Conceptual Framework of 4S in Library Reader
Service (Perng et al., 2009)
19
2.3
CRM Processes (Liu Huiping, 2011)
20
2.4
Differences of Traditional
(Greenberg, 2010)
CRM
and
SCRM
35
Contingency Framework Used for S-CRM Adoption
Intention in Saudi Banks (Sanaa Askool & Nakata,
2012)
42
2.6
Customers for Higher Education (Kanji et al., 1999)
44
3.1
Research Flow Chart
49
4.1
CRM Processes (Huiping, 2011)
62
4.2
Initial LSCRM Framework of Integrating SCRM with
CRM Processes
68
5.1
NVivo Nodes and Categories
71
5.2
Model of Characteristics of Social CRM
72
5.3
Model of CRM Processes
75
5.4
Model of Social Tools
77
5.5
Framework of Social Customer Relationship
Management by Data Analysis in NVivo
79
The Final Conceptual LSCRM Framework of
Integrating Social CRM into CRM Processes in PSZ
Library
80
2.5
5.6
xiii
LIST OF APPENDICES
APPENDIX
TITLE
PAGE
APPENDIX A
INTERVIEW 1 (LIBRARIAN)
98
APPENDIX B
INTERVIEW 2 (LIBRARIAN)
100
APPENDIX C
INTERVIEW 3 (LIBRARIAN)
101
APPENDIX D
INTERVIEW 4 (LIBRARIAN)
103
APPENDIX E
INTERVIEW 5 (LIBRARIAN)
105
APPENDIX F
INTERVIEW 6 (STUDENT)
107
APPENDIX G
INTERVIEW 7 (STUDENT)
109
APPENDIX H
INTERVIEW 8 (STUDENT)
111
APPENDIX I
INTERVIEW 9 (STAFF)
112
APPENDIX J
INTERVIEW 10 (STAFF)
114
APPENDIX K
Source Summary, Word & Node Frequency
of Interviews by NVivo
115