تأثير مهارت هاي ارتباطي كتابداران كتابخانه هاي عمومي استان خوزستان بر مديريت ارتباط با مراجعان با ميانجي گري هوش فرهنگي

The Effect of Communication Skills of Public Library Librarians of Khuzestan Province through mediation by Cultural Intelligence on Customer Relationship Management

هدف: هدف پژوهش حاضر آن است كه تأثير مهارت‌هاي ارتباطي كتابداران كتابخانه‌هاي عمومي استان خوزستان با ميانجي‌گري هوش فرهنگي بر مديريت ارتباط با مراجعان را بررسي نمايد. روش‌: روش پژوهش پيمايشي است؛ از مدل‌يابي معادلات ساختاري ((SEM جهت آزمون فرضيه‌ها و برازندگي مدل استفاده شد. جامعه‌ي آماري 380 نفر از كتابداران كتابخانه‌هاي عمومي استان خوزستان هستند كه پرسشنامه بين 200 نفر از آنان توزيع و در نهايت 181 نفر در پژوهش مشاركت داشتند. ابزار اندازه‌گيري سه پرسشنامه، هوش فرهنگي آنگ و همكاران (2004)، مهارت هاي ارتباطي بارتون (1990) و مديريت ارتباط با مشتري سين و همكاران (2005) است. يافته‌ها: نتايج حاصل از تحليل t تك نمونه‌اي نشان داد كه ميانگين نمره مهارت‌هاي ارتباطي، هوش فرهنگي و مديريت ارتباط با مشتري به طور معني‌-داري (0/001>p) از نمره برش كمتر است؛ كه نشان مي‌دهد كه نمونه‌ي پژوهش از نظر مهارت‌هاي ارتباطي، هوش فرهنگي و مديريت ارتباط با مشتري در وضعيت نامطلوبي به سر مي‌برند. ضرايب مسير مهارت‌هاي ارتباطي بر هوش فرهنگي، مهارت‌هاي ارتباطي و هوش فر هنگي بر مديريت ارتباط با مشتري به ترتيب با 0/817، 0/495 و 0/320 به دست آمد كه در سطح خطاي استاندارد معني‌دار بوده و با احتمال 0/95 مي‌توان بيان نمود كه مهارت‌هاي ارتباطي و هوش فرهنگي بر مديريت ارتباط با مشتري مؤثر هستند.

Background and Objectives: The philosophy of the existence of libraries is to serve the people, and according to very Pundits, the most important philosophy of the library is "service to society and humanity". Since the customer is the pulse of the life of public libraries, the main goal of customer relationship management in public libraries is to attract and retain customers to public libraries. Customer relationship management is influenced by many factors in public libraries and in this diverse cultural environment. In this research, we focused on two variables of communication skills and cultural intelligence in customer relationship management. Today, public libraries are looking for librarians who can function as groups in a multicultural environment. On the other hand, they have the ability to communicate continuously with people from different cultures. So it's necessary to be familiar with different cultures and to communicate properly with other cultures. For this purpose librarians of public libraries need communication skills and cultural intelligence. This research is carried out in the public libraries of Khuzestan province, a province considered as a miniature of ethnic and cultural diversity. The purpose of this study was to investigate the effect of communicative skills of librarians in public libraries of Khuzestan province through mediation by cultural intelligence on Customer Relationship Management. Methodology: The research method is survey. Structural equation modeling (SEM) and partial least squares method were used to test the hypotheses and model fitness. The statistical population of this study is 380 librarians of general libraries in Khuzestan province. According to Morgan table, 181 people participated as a sample in research. In the design of the proposed research model, independent variable communication skills; cultural intelligence as intermediary variable and customer relationship management as a dependent variable. Measurement tools are three questionnaires, Ang's cultural intelligence (2004), Barton's Communication skills (1990) and Customer Relationship Management (Sin and et al. 2005). Cronbach's alpha method was used to measure the reliability of research tools. The Cronbach's alpha value of the questionnaires represents a good reliability of the research tool. In this study, to analyze the data from Smart PLS software and SPSS Software Used. Findings:The results of single-sample t-test showed that the mean score of communication skills, cultural intelligence and customer relationship management was significantly lower than the cut score (p <0.001), which shows that The research sample is in a disadvantaged position in terms of communication skills, cultural intelligence and customer relationship management. There is a significant difference between librarians in librarianship and non-librarianship in terms of communication skills, cultural intelligence and customer relationship management. The correlation coefficients of communication skills on cultural intelligence, communication skills, and intuitive intelligence on customer relationship management were 0.817, 0.495 and 0.229, respectively, which was statistically significant in the level of error and with probability 95.9 can be said that communication skills and cultural intelligence are effective on customer relationship management. Also, the results of t-sobel test confirmed the role of mediator of cultural intelligence in relation to communication skills and customer relationship management. The findings also showed that the level of significance was less than 0.01 and less than 0.05. On the other hand, the amount of T statistics, which is 4.49 and 1.96, is 95% confident. Cultural intelligence has a mediating role in communication skills and customer relationship management. Given that