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INTERNATIONAL JOURNAL OF PHARMACEUTICAL RESEARCH

A Step Towards Excellence
Published by : Advanced Scientific Research
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0975-2366
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IJPR 9[3] July - September 2017 Special Issue

July - September 9[3] 2017

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The Perspective of Users and Librarians on the Personalization of Service Provision (Case Study: Libraries and Information Centers of Urmia University of Medical Sciences)

Author: MONAVVAR HALAJ, LEILA MASOUMI, HOSSEIN VAKILIMOFRAD, ALI RASHIDI
Abstract: Objective: Personalization is a way of processing information and services in the environment of libraries and information centers in such a way that the needs of users are satisfied. Since there is a significant gap between the services of libraries and the services that users need, this study has focused on the willingness of users and librarians to personalize the provision of services in libraries and information centers. Material and Methods: This research is a descriptive-analytic study. The data collection tool was a questionnaire. The research community includes all librarians and users of libraries and information centers of Urmia University of Medical Sciences. To analyze the data, One-Sample T-Test, Nonparametric test, Kolmogorov-Smirnov, Mann-Whitney test and effect size were used. Results: The findings showed that the willingness and awareness of librarians and users in almost all aspects of personalization, except for the knowledge of continuous personalization, yielded means above the average standard. Furthermore, the average tendency of librarians and users to personalize services is greater than their average awareness, and users with a relatively moderate level of awareness have shown a great tendency to personalize services. Regarding users’ willingness, respect for politeness and reverence has the highest priority (6.75) while the provision of continuous reference services has the lowest priority (2.4). With regard to the issue of awareness, the highest priority is guidance and book introduction (36/1) while the lowest priority is the delivery of document delivery services (-62 / 0). Considering librarians' willingness, effective communication has the highest priority (35/4) while current informational service has the lowest priority (-0.58.). Finally, Regarding the issue of awareness, the highest priority is considered to be guidance and book presentation (34.3) while current informational services have the lowest priority (-0.306). Conclusion: The results showed that all users and librarians have a positive view regarding the provision of personalized services, but both groups have relatively little awareness of electronic services that need to be taken into account to increase the productivity of these services. And in most variables, there is a significant difference between the level of willingness and awareness of users and librarians.
Keyword: Personalization Services, Users, Librarians, Libraries and Information Centers.
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