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Comparing the Marketing between the Libraries of Tehran and Shahid Beheshti Medical Sciences Universities based on 7Ps Marketing Model in 2017
Seyed Javad Ghazi Mirsaeed, Nadia Motamedi, Matin Shahivand,
Volume 12, Issue 4 (11-2018)
Abstract
Background and Aim: Libraries need strategies, such as marketing, to provide services to patrons. The purpose of this research is to compare the components of marketing in academic libraries of Tehran University of Medical Sciences (TUMS) and Shahid Beheshti University of Medical Sciences (SBUMS) based on the 7ps Marketing Mix Model.
Materials and Methods: This is a cross-sectional, comparative study with an applied approach. The population members are 77 librarians working in 20 academic libraries at TUMS and SBUMS. A census sampling was performed for data collection. The data collection tool was a researcher-made questionnaire that was completed through interview. The data were analyzed by SPSS (ver. 20) using Chi-square analysis, independent samples t-test, and Mann-Whitney test.
Results: There was no significant difference in gender, work experience, and level of education between the librarians of the two universities. Mean scores for people, physical evidence, promotion, and process in the libraries of SBUMS were higher than those of TUMS. Only the price factor (the fee paid by users for goods and services) in libraries of TUMS was significantly higher than those of SBUMS. Besides, for product factor (lending books and returning services, audio-visual resources, and access to databases, etc.) and place (library website or building and user interface), there was no significant difference between the studied libraries of the two universities, as well (p>0.05).
Conclusion: Overall, the marketing scores of TUMS libraries were lower than those of SBUMS. Nevertheless, SBUMS must also pay attention to marketing for library services, especially for product factor.

Usability of Mobile Website of the Libraries of Top Medical Sciences Universities in Iran
Faramarz Soheili, Sahar Jasri, Ali Akbar Khaseh, Farshid Danesh,
Volume 15, Issue 1 (3-2021)
Abstract
Background and Aim: One of the essential methods of evaluating academic libraries’ mobile websites is the usability analysis method; websites’ usability means their ease and simplicity of use. This study aims to evaluate the usability of the mobile website of the libraries of top medical universities in Iran. This study aims to evaluate the usability of mobile websites of the libraries of top Iranian universities of medical sciences.
Materials and Methods: This study was done by the descriptive-survey method. The study’s statistical population includes mobile websites of the libraries of the top 50 universities of medical sciences in Iran, which have gained the highest rank in universities’ webometrics ranking in January 2019. The tool used in this study was a checklist. Data analysis was performed by descriptive and analytical statistical methods and SPSS software.
Results: The data analysis showed that in terms of usability of the mobile websites of university libraries, Kerman, Birjand, and Tehran universities of medical sciences were in the first to third ranks with 89.23%, 84.62%, and 81.54%, respectively. Neishabour, Gonabad, and Semnan universities of medical sciences were the last ranks with 40%, 43.08%, and 44.62%., respectively. The evaluation of the research components showed that “system visibility status,” “assisting the user in identifying, detecting and compensating for errors,” and “guidance and documentation” were in the best situation, and components of “error prevention,” “flexibility and system efficiency,” and “User control and freedom” were in their worst condition.
Conclusion: Given the increasing influence and popularity of smart cell phones in the professional life of academics, it is necessary for administrators and designers of mobile websites of academic libraries to consider the applicability and effectiveness of mobile websites of the research community, taking into account the practical findings of the present study.

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