การวิเคราะห์องค์ประกอบที่ส่งผลต่อการจัดการลูกค้าสัมพันธ์ในห้องสมุดสถาบันอุดมศึกษาของรัฐ

Wilairat Pransin; Sumattra Saenwa; Vipakorn  Vadhanasin

doi:10.64798/tlabulletin.v70i1.295000

Authors

Wilairat Pransin Master’s student, Master of Arts Program in Information Studies, Faculty of Humanities, Srinakharinwirot University
Sumattra Saenwa Lecturer, Information Studies, Faculty of Humanities, Srinakharinwirot University
Vipakorn Vadhanasin Lecturer, Information Studies, Faculty of Humanities, Srinakharinwirot University

DOI:

https://doi.org/10.64798/tlabulletin.v70i1.295000

Keywords:

Customer relationship management, Public university libraries, Exploratory factor analysis

Abstract

This research aimed to investigate the state of customer relationship management (CRM) and to analyze the components of CRM in public university libraries using Exploratory Factor Analysis (EFA). The study employed a quantitative research design. The sample consisted of 391 library users from 15 public university libraries, selected through multistage sampling. A questionnaire was used as the research instrument. Data were analyzed using descriptive statistics, including frequency, percentage, mean, and standard deviation, as well as Exploratory Factor Analysis. The suitability of the data for factor analysis was examined using the Kaiser–Meyer–Olkin (KMO) measure and Bartlett’s Test of Sphericity. Eigenvalues and factor loadings were also considered in the factor extraction process.

The findings revealed that the overall level of customer relationship management in public university libraries was high ( $\overline{x}$ = 4.32). When considered by dimension, the personnel dimension received the highest mean score and was rated at a high level ( $\overline{x}$ = 4.39). The organizational dimension, information technology dimension, and evaluation and improvement dimension were ranked next, with the same mean score ( $\overline{x}$ = 4.31). Furthermore, the exploratory factor analysis extracted three principal components: (1) User-Centered Management and Service Delivery, (2) Personnel and User Relationship Building, and (3) Information Technology and Performance Evaluation. These three components jointly explained 77.93% of the total variance, with the first component accounting for the largest proportion of variance. In addition, most variables exhibited high factor loadings on a dominant component, indicating that customer relationship management in public university libraries is characterized by an integrated system.

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