Customer care services and strategies in academic libraries in tertiary institutions in KwaZulu-Natal
The study defined customer care as an activity that allows customers to make direct contact with an organization to pass comments on products and their use. It also observed customer care as a customer service that seeks to acquire new customers, provide superior customer satisfaction, and build customer loyalty. The aim of the study was to investigate customer care strategies and services in academic libraries in tertiary institutions in KwaZulu-Natal. Two research assumptions were made. Firstly, it is assumed that academic libraries in South Africa do not have operational customer care strategies and services in place. Secondly, there is a relationship between poor information use and customer service and lack of customer care strategies and services in academic libraries in tertiary institutions. The study targeted 401 respondents, 307 students and 79 academic staff as well as 15 library staff. The study applied both quantitative and qualitative approaches and the population targeted was sampled by the use of stratified random sampling techniques. Three hundred and eighty six (386) questionnaires were distributed to both academics and students while interviews were conducted with the library management or unit and committee responsible for customer care. Statistical Package for Social Sciences (SPSS) was used to analyze data from academic staff and students. This software was selected because it is a user friendly data management and analysis package that can perform a variety of data analysis tests and presentation functions. Additionally, Microsoft Excel was used to analyze data collected from the library staff respondents. The study focused mainly on the problem areas, which depicts customer care policy and structures, customer care products and services, conducting of customer care, satisfaction of customers and strategies of customer care. It was discovered that some academic libraries do not have a formal policy on customer care in place. However, respondents were aware of and familiar with customer care policies in their libraries. Additionally, awareness and familiarity with information products and services was found to be known among library users. Furthermore, it was found that academic libraries do not have proper methods and strategies of customer care. Even those strategies that exist, are unknown among library users. It was further drawn out that library users are satisfied with information resources offered by their libraries. The study therefore, recommends that academic libraries should have a unit/person and committee responsible for customer care in place. In addition to that, library staff should attend workshops on customer care, to get formal training on how to deal with customers. It was observed that proper strategies and methods of conducting customer care must be implemented.
Libraries and students--South Africa--KwaZulu Natal, Customer care services--South Africa--KwaZulu Natal, Academic libraries--Public relations--South Africa--KwaZulu Natal
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