Fariba Mardani; Mohammad Hassanzadeh; Nadjla Hariri; Fatemeh Nooshinfard
Abstract
Purpose: The aim of this study is to identify and prioritize appropriate digital marketing tools for public libraries’ customer development.Method: The present study was conducted in a combination of qualitative and quantitative methods. In the qualitative part of the research, in-depth interviews ...
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Purpose: The aim of this study is to identify and prioritize appropriate digital marketing tools for public libraries’ customer development.Method: The present study was conducted in a combination of qualitative and quantitative methods. In the qualitative part of the research, in-depth interviews were conducted with 7 experts using a grounded method. The components were obtained from the analysis of these interviews, and a researcher-made questionnaire was designed based on both existing and desired situations. The research population in the quantitative section includes all marketers, information science specialists and librarians working in public libraries in Tehran. sampling was done randomly. Regression to the mean method was used to reach higher priority components, Findings: The findings from the qualitative part locates 39 digital marketing tools that formed the items of the researcher-made questionnaire. In the quantitative part, the factor loading analysis of the components shows that all dimensions and tools of digital marketing in public libraries are effective and meaningful from the perspective of the community of experts. Using the Regression to the mean method, the tools that are both highly important from the perspective of experts and are currently among the most used by librarians were identified. Finaly The obtained tools were located in the content marketing tool matrix.Conclusion: Libraries can focus on the tools suggested in this study to acquire new customers. Using a content marketing matrix reduces the complexity of working with these tools so that librarians can easily maintain their focus on the marketing.
Azadeh Asadian; Dariush Matlabi; Fahimeh Babalhavaeji; Nadjla Hariri
Abstract
1. IntroductionAll efforts of business managers are to achieve productivity. In such a way that the need to increase productivity in organizations for more profitability is inevitable and every year a lot of money is spent on how to increase productivity and promote their business. One of the important ...
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1. IntroductionAll efforts of business managers are to achieve productivity. In such a way that the need to increase productivity in organizations for more profitability is inevitable and every year a lot of money is spent on how to increase productivity and promote their business. One of the important and fundamental prerequisites for achieving a business model is its components and indicators in a standardized format. The changes that have come from the internet space have made knowledge flow and be exploited in a faster way in the departments of an organization. In the meantime the knowledge brokers can help to correct and improve the flow of knowledge and fill the information gap between producers and users of knowledge, thereby helping to increase the productivity of organizations and businesses.2. Literature ReviewKnowledge brokers provide the act of creating, sharing and using knowledge in an organization or between organizations. One of the ways to correct and improve the flow of knowledge is to use knowledge brokers who fill the gap between producers and knowledge users. The unique possibilities of the Internet have led to the emergence of a new form of business, which is now known as Internet business. These businesses have been created by entrepreneurial people with new ideas who have a creative and talented mind. Osterwalder's business model is known as the most common and broad business model canvas. This model is the provider of a common language for describing, visualizing, evaluating, and changing the business model. Productivity is called a method, a concept and an attitude about work and life, and in fact, they look at it as a culture and a worldview. Productivity is the effective and efficient use of inputs or resources for production by providing outputs. The background check shows that so far, many researches have been done in the field of knowledge brokers and internet businesses and the relationship between business and productivity inside and outside the country. On the other hand, studies show that many researches have been conducted abroad on the role and functions of knowledge brokers. This is despite the fact that none of them have analyzed the components and indicators of the internet business model for knowledge brokers with the approach of increasing productivity.3. Methodology The current research is applied in terms of purpose and mixed and exploratory in terms of approach. The research has been done in three stages: to identify the components and indicators of knowledge-based internet business for knowledge brokers using the meta-combination method, to determine the level of agreement of experts using the fuzzy Delphi method, and to determine the importance of each of the components and the calculated indicators were used using the survey-analytical method. In the first stage, the statistical population was 10,617 documents related to the research subject, out of which 65 documents were selected and studied further. In the second stage, in order to confirm the components and indicators calculated from the first stage, the fuzzy Delphi method and a questionnaire (with a 5-point Likert scale) were used in two stages. The statistical population in the second stage was 20 PhD graduates and subject specialists with more than 5 years of experience in the fields of knowledge management, technology management, and business. The snowball method was chosen and 10 of them responded to the questionnaire. In the third stage, in order to determine the priority and importance of the calculated components and indicators, a survey-analytical method was used. The statistical population of the research in the third stage was the number of 155 technology and knowledge brokers under the supervision of the Presidential Vice President for Science and Technology, Iran's National Fan Market and the Nano Technology Exchange Network, who were selected by census method.4. Results The results of data analysis show the number of 149 indicators under 30 components for Internet business for knowledge brokers in the form of nine components of Osterwalder's business model.5. Discussion The results show that knowledge brokers can create an information network between researchers by holding structured joint workshops in a client-oriented and problem-oriented manner, holding seminars and online webinars, etc., and establishing proper communication between the main customers of their business through virtual communication channels. Since the ultimate goal of designing a business model is to create sufficient value for customers, knowledge brokers can attract and retain their customers by providing value propositions such as facilitating decisions and policies through the acquired knowledge. Considering that every business model requires a number of key activities; knowledge brokers can provide their desired services to customers through key activities such as knowledge monitoring and evaluation, etc. One of the goals of every business and organization is to create partnerships with colleagues and key partners; based on this, knowledge brokers can achieve success in their business by establishing partnerships with influential investors, governmental and non-governmental supporting organizations, and influential governmental and non-governmental social organizations. The cost structure in any business is one of its main pillars and you should pay enough attention to its arrangement. This section usually contains two sections of fixed and variable costs. Knowledge brokers can manage the wages of human resources, administrative costs and provision of workplaces and the costs of providing equipment and depreciation in the fixed costs department and managing the wages of experts and researchers for sharing knowledge. Marketing, advertising and holding events and costs of development and maintenance of technology infrastructure in the variable costs department to achieve cost management in their business. The resources needed to run a successful business are called key resources. At first, it is believed that only the initial capital is enough to start a business, but the fact is that before starting any business, identifying key resources is of particular importance. Value proposition, communication with the customer, communication channels, how to communicate with the customer, making money, are all related to key resources. Knowledge brokers can start and maintain their business through key resources such as human, financial, physical and intellectual resources. In order to obtain profit, expenses must be deducted from income. In a business, if we consider the customer part as its heart, the income streams are the arteries of a business. Knowledge brokers through a variety of income models such as receiving commissions/fees from communicating between users and knowledge producers, advertising and receiving charges or royalties in providing consulting services and pricing mechanisms such as considering a base price for knowledge services, price dynamics based on the level of knowledge used and price dynamics based on advertisements, they can manage their business income flow.6. Conclusion Since every business needs components and indicators to be implemented in the form of a business model, it shows the architecture of a company to create, market, deliver value and earn a stable and profitable income; statistics of internet business components and indicators for knowledge brokers can help to reduce the information gap between researchers, policymakers and decision-makers, governance structures and institutions and supply and demand sector structures and institutions and lead to an increase in interest and be successful in business.
Knowledge Management
Mostafa Pahlevanzadeh; Nadjla Hariri; Dariush Matlabi; Fahimeh Babalhavaeji
Abstract
IntroductionNew software development models are emerging that help in software development by default. Secure software should be defined based on the fundamental framework of the organization and the fundamental framework of the organization's software, which means that the targeted level of security ...
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IntroductionNew software development models are emerging that help in software development by default. Secure software should be defined based on the fundamental framework of the organization and the fundamental framework of the organization's software, which means that the targeted level of security of various software of an organization depends on the business context and the degree of importance of information in that context. Proper support of the software industry requires a precise and appropriate understanding of the state of this industry as an ecosystem and knowledge of the software product. In addition to having technical complexities, the software industry follows certain economic structures and principles, which are very important in the analysis of the existing support regimes. Without having a secure software production line, the possibility of releasing secure software from this production cycle is impossible. Also, the competitive business environment of organizations depends on the software they have in this field; therefore, considering the level of vulnerabilities, it is reported that in the field of software, the existence of a secure software life cycle, which results in the production and development of secure software, is very necessary (Palumbo et al., 2020). Software companies need to develop knowledge in diverse domains. One of the industries that are very important in the transition from the oil economy due to its great potential in the country, and on the other hand, it realizes a part of the knowledge-based economy, is the software industry, which is struggling with many changes and problems. Due to the intensity of changes in technology and its highly competitive environment, software companies are facing many challenges and uncertainties in providing their products or services in the form of value for customers and also in making money from it. Therefore, it is necessary to provide a suitable solution for software companies to reach their position and the future that can be waiting for them. The present research tries to consider.What are the factors and performance indicators of the knowledge management system in the software development industry?Literature ReviewIn the research, Wang, Ding, and Ming Li (2017) presented a hybrid method for evaluating knowledge management performance based on triangular fuzzy numbers and group support systems. The results showed that the evaluation method has a strong practical and operational capability, and in addition, the evaluation is activated using a group support system. The systematic KMPE method based on an index system can improve the efficiency of organizations in the performance evaluation process. The review goes under these subheadings.Pojadi and Sardjono (2018) investigated "Evaluation of Knowledge Management System for Disaster Management Using Factor Analysis". The results showed that evaluation models can be built through the performance of agents, organizational culture, and information through the knowledge management system, management support and participation, access and updating, and information monitoring. Fu, Jiang, and Chen (2020) modeled an organizational knowledge management system based on artificial intelligence in a research. The key technologies that need to be solved to achieve knowledge integration were pointed out, including the integration of heterogeneous knowledge distributed between companies, the integration of correlation and the integration of knowledge and production processes. Fuzzy theory was used to create a knowledge extraction mechanism and reference model library from the project model to the dedicated reference model. Finally, a layered diffusion model was developed that matches the characteristics of online knowledge transfer. Greco et al. (2021) in their research examined "a method for evaluating knowledge management systems". The results show that WikiIEN is the solution most indicated for the larger public due to its more user-friendly interface and workflow, and sufficient feature set that does not depend on external software.MethodologyThis research is applied in terms of purpose, which was done with a documentary method, meta composite. The meta-composite approach is a type of qualitative study that examines the information and findings extracted from other qualitative studies with a similar and related topic. As a result, the desired sample for the meta-combination of selected qualitative studies is based on the relationship made with research questions (Lindgreen, Palmer, and Vanhamme, 2004). In this research, the combination method has been used in order to compare, interpret, transform, and combine different frameworks and models presented in the field of knowledge management system performance evaluation in the software development industry.ResultsThe purpose of this research is to provide a suitable conceptual framework for identifying the performance evaluation components of knowledge management system in the software development industry with a meta-composite approach. Due to the lack of comprehensive research in the field of identifying factors affecting the performance of the knowledge management system, the performance evaluation indicators of the knowledge management system were first extracted by extensive literature study and based on the frequency of evaluation indicators. The goal is to cover various dimensions of knowledge management system evaluation with a comprehensive study. Due to budget constraints and the economic era with uncertainty, knowledge management implementers need to be able to demonstrate the commercial value of knowledge distribution and reuse in the organization. There are two basic points that all organizations should consider when designing success measures. Therefore, based on the presented conceptual model, managers can evaluate the performance of knowledge management in the software development industry by using organizational factors, individual factors, technology infrastructure factors, knowledge management processes, and economic benefits/costs. DiscussionBased on the presented conceptual model, managers can evaluate the performance of knowledge management in the software development industry by using organizational factors, individual factors, technology infrastructure factors, knowledge management processes, and economic benefits/costs. ConclusionExamining the results showed that components such as organizational factors (culture, senior management support, organization strategy, organizational structure), individual factors (training, employee participation, knowledge and awareness of knowledge management systems, resistance to change); technology infrastructure factors (user-friendliness, data and information security, communication and cooperation methods, degree of integration of organizational systems, knowledge quality); knowledge management process (knowledge acquisition, knowledge transfer, knowledge creation); economic benefits/costs (capital cost, operating cost) affect the evaluation of knowledge management performance in the software development industry.
Knowledge Management
Mostafa Pahlevanzadeh; Nadjla Hariri; Dariush Matlabi; Fahimeh Babalhavaeji
Abstract
Introduction The purpose of the current research is to design a knowledge management system performance evaluation model in the software industry using a neural network. Based on the collected data, a quantitative study was conducted to confirm the findings obtained from the qualitative stage. For exploratory ...
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Introduction The purpose of the current research is to design a knowledge management system performance evaluation model in the software industry using a neural network. Based on the collected data, a quantitative study was conducted to confirm the findings obtained from the qualitative stage. For exploratory study and extraction of categories related to evaluation factors, the meta-combination method (Sandelowski and Barroso model) was used. The research method in the quantitative part is descriptive survey. The statistical population of the research was made up of all software developers and software experts in universities and companies. Findings: 7 main categories including individual factors, organizational factors, technology and infrastructure, functional factors, knowledge management tools, economic factors, knowledge management tools, and 29 sub-categories were identified. The innovation of the research is building a model using neural network algorithms that have the ability to predict the performance evaluation index of the knowledge management system and the impact of each of the indicators using a neural network in the field of software. Conclusion: The results obtained from the questionnaire have been used for the input of the network model, the results showed that components such as technology infrastructure factors and functional factors have a greater impact on the evaluation of knowledge management performance in software development.Literature ReviewIn a research, they evaluated the performance of the knowledge management system in Iranian software companies. The results showed that the knowledge management system consists of 4 processes of identifying and creating, recording and maintaining, sharing and applying and internalizing knowledge. In a research, they designed a fuzzy inference system to evaluate the performance of the knowledge management system in the software development industry. The use of neural networks in evaluating the key factors of the knowledge management system in Iranian companies based in Alborz province was investigated. A research modeled an organizational knowledge management system based on artificial intelligence. Fuzzy theory was used to create knowledge extraction mechanism and reference model library from project model to dedicated reference model.MethodologyThe method used in this research is a mixed research method of exploratory type with a qualitative approach and meta-composite and Delphi methods. In the first stage, the meta-composite method was used to identify the main and sub-categories of the indicators, and then the validation and presentation of the final indicators were done with the fuzzy Delphi method. The current research method is practical in terms of purpose. The sample size was selected by simple random sampling method with Cochran's formula of 186 people. In the meta-combination method of the research, library sources and documents including articles, reliable and referable internet sources, as well as domestic and foreign scientific reports were used. For exploratory study and extraction of categories related to evaluation factors, the meta-combination method (Sandelowski and Barroso model) was used. Factors and dimensions of knowledge management system evaluation for which indicators are considered were provided to 20 members and experts. The implementation of the Delphi panel was carried out in two periods. Fuzzy Delphi method was used to screen and identify the final indicators and to answer the first and second questions of the research regarding the agreement of the experts of the research community regarding the obtained components, which includes software experts and knowledge management experts. 7 main categories including individual factors, organizational factors, technology and infrastructure, functional factors, knowledge management tools, economic factors, and 29 sub-categories were identified. In order to collect quantitative data, a researcher-made questionnaire (40 items) was used, the items of which were taken from the results of the meta-composite analysis in the first stage. In this research, in order to check the reliability of the research questionnaire, Cronbach's alpha coefficient was estimated at 0.89 for infrastructure factors and 0.88 for functional factors, respectively.Results In this research, the performance of the knowledge management system was evaluated with a neural network approach. Examining the results showed that the following components affect the evaluation of knowledge management performance in the software development industry. 1. Individual factors 2. Economic factors 3. Organizational factors 4. Knowledge management processes 5. Functional factors 6. Technological infrastructure factors 7. Knowledge management toolsDiscussionSolutions to improve the performance of knowledge management in the software development industry were presented: • Adjust the strategies in such a way that the creation of new knowledge, the application of new knowledge, its dissemination and sharing, and the storage and documentation of knowledge are explicitly considered. • Identifying influential people in the process of implementation and establishment of knowledge management, to improve the effective factors in the effective establishment of knowledge management more than in the past. • Developing procedures for documenting the experiences of experts in the software development industry on a continuous basis. • Managers and practitioners of the software industry should also consider parameters such as available budget, organizational culture, infrastructure, etc. • To provide the relevant managers and practitioners with a criterion for reviewing future policies and investments and help them make more appropriate decisions.ConclusionIn this research, 29 primary indicators have been identified based on the research literature, which include: • Organizational culture for sharing and using knowledge • Organizational Structure • The physical environment • Organization strategy • Support of senior managers such as motivation and commitment • Supporting innovations and digital technologies • Specialized knowledge of software development • General knowledge in software development • Involvement of developers • Education • Being up-to-date in the fields of specialized software • Knowledge and awareness of the knowledge management system • Correct understanding of system design requirements • Portals and portals of knowledge such as the Internet and email and social networks • MIS, Expert, DSS systems • Data warehouse - knowledge warehouse • Search and recovery tools and dashboard • Data security • The degree of integration of organizational systems • Quality of knowledge • Document management • Data management and workflow • Process Management • Creation and acquisition of knowledge, transfer and sharing of knowledge • Acquisition and use of knowledge • Operating cost of the software • Cost of software support.
Fatemeh Hamidi; Fahimeh Babalhavaeji; Nadjla Hariri; Hossein Abbasian
Abstract
Introductionin the modern economy, knowledge is considered as a power and it provides competitive advantage to organizations. This competitive advantage is realized through the full utilization of information and data coupled with the harnessing of people’s skills and ideas as well as their commitments ...
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Introductionin the modern economy, knowledge is considered as a power and it provides competitive advantage to organizations. This competitive advantage is realized through the full utilization of information and data coupled with the harnessing of people’s skills and ideas as well as their commitments and motivations (Victor & Kathaluwage, 2019; Sekerin et al, 2018). Within the framework of the knowledge economy and the new challenges raised by knowledge in organizations, it is easy to understand the emergence of knowledge management as a new managerial field of activity dealing with knowledge resources, knowledge workers, and knowledge processes. (Bratianu et al, 2021). The ability of an organization to use and leverage the knowledge is heavily dependent on its Human Resources, which are effectively who create, share and use knowledge. The use of knowledge is only possible when individuals can share their knowledge and can generate new, from the knowledge of others. Human Resource Management (HRM) plays a key role in helping achieve the desired organizational results through its possible bearing on employee behaviour and skills. (Antunes & Pinheiro, 2020). without proper training, it is not possible to successfully produce knowledge and share activities and processes (Wai et al, 2012). The main goal of most training programs is to provide knowledge to employees to transfer to the workplace. Knowledge transfer is the main indicator of an effective training program and includes implementation methods, sharing knowledge or relevant practice and improving business performance (Shafloot, 2012). With the evolution of the role of organizational training towards focusing on learning and acquiring, producing and sharing knowledge and the necessity of doing knowledge work by employees and providing ideas from employees to improve services and production (Shokrzadeh et al., 2013). Investing in education should match the knowledge needs of organizations. The vision of knowledge-based training should be clearly understood by all employees and guided by the organization. This requires the organization to have a knowledge-based vision (Psarras, 2007). To improve employee performance, knowledge management strategies should be increased and organizations should adopt different policies to increase their learning ability (HO, 2018). Therefore, if knowledge management and training work closer together, in many organizations, much more success can be achieved (Carlile, 2002). Since the National Bank of Iran, as one of the largest and strongest financial institutions with a long history, tries to achieve its goals more effectively by constantly upgrading and improving its performance, every year the training courses At the same time, it organizes many services for its employees and looks at its human capital as a source to gain a competitive advantage. Therefore, one of the issues faced by managers in these trainings is the effectiveness of training courses. According to the explanations that were presented and emphasizing the importance of knowledge management in employee training to create learning, which is the goal of effective training, therefore this study was conducted with the aim of identifying indicators of human resources training in the National Bank of Iran with knowledge management approach, so from the perspective of the objective, it is a practical study.Literature ReviewBackgrounds show that in most of these researches, they have investigated the relationship between training and knowledge management and the role and impact of these two categories on each other, or only to identify the characteristics and components of employee training, and so far no research has been done which specifically identifies the indicators of human resources training with the knowledge management approach, especially in National Bank of Iran. Due to the importance of determining the indicators in the design of the desired educational model of employees with the approach of knowledge management, this research has been carried out. It is clear that the selection of suitable criteria or indicators can affect the effectiveness of this model. Therefore, the subject of the research is new from this point of view and it is also used in other financial institutions.MethodologyThe research method was a mixed exploratory type with a qualitative approach and meta-composite and Delphi methods. In the first stage, the meta-combination method according to the seven-step method of Sandelowski and Barroso (2006) was used, and a total of 156 sources related to the research topic were found, and finally 71 studies were analyzed. After identifying the categories by metacombination method, the fuzzy Delphi method was used to identify the final indicators. The Delphi analysis in this research is based on the opinion of 20 experts, including theoretical experts (university professors) and experimental experts (managers of the National Bank of Iran) who had experience in the field of study and were selected using non-probability methods and purposefully. The questionnaire that contained the components obtained from the meta-composition stage was given to Delphi experts in two stages, all the indicators obtained in the two stages were agreed and approved by the experts.Result In this research, by examining and categorizing and localization the descriptive codes obtained from the texts, 42 sub-categories were identified and according to their semantic similarity and affinity, they were divided into 9 main categories including: human resource scientific capability, human resource behavioral competence, Policy and legislation, social factors, educational leadership, knowledge management approach, evaluation and control of educational quality, learning culture and training of human resources and three individual, environmental and organizational dimensions were classified.Conclusion & DiscussionThe results of this study emphasize the role of the knowledge management approach in improving the performance of education and its effectiveness, and are in agreement with the findings of the researches of Amirhosseini and Bashiri (2019), Alosaimi (2016), Sembera (2017), Baslom & Tong (2019) and Kassaneh. et al. (2021) is consistent.Considering the increasing importance of knowledge as the most important asset of the organization, maintaining knowledge workers and developing their learning capacity as much as possible has become one of the most important tasks of human resources management. Coaching skills, creativity and innovation, documentation of processes and procedures, interpersonal communication, leadership skills, performance management, problem solving skills, empowerment skills, team building and working group skills. These are among the things that should be considered in the training of these employees (Monavarian, 2019) and these indicators are mentioned in this research. According to the opinions of Renukappa et al. (2021), ideally, the main goal of organizational training is to increase tacit knowledge, which is the experiential knowledge of employees. The tacitness of knowledge is a natural obstacle for the successful sharing of knowledge between people. Organizations should be able to acquire the tacit knowledge of their employees and deal with this effectively. The management should fully participate and involve the employees in the activities of the organization. In this regard, in the researches of Ramzanzadeh et al. (2019) and Ishak & Mansor (2020), the importance of knowledge management in lifelong learning has been emphasized and it has been pointed out that knowledge management supports the creation and development of individual potentials. And it gives them the ability to be creative and innovative.Paying attention to the identified indicators and the findings show that the integrated vision of knowledge management makes education really effective. In order to train human resources in the National Bank with a knowledge management approach, it is necessary that the beliefs, attitudes and behaviors in the bank are oriented towards the production, sharing and application of knowledge. in the training of employees with the knowledge management approach, learning becomes the main part of every job, and at the same time, employees learn from each other and teach others, and the knowledge needs of employees and the organization can be successfully provided. Individual and organizational learning creates new abilities and capabilities in employees, and these abilities become products, goods and services, and the bank's profitability is guaranteed.
Seyed Mahdi Taheri; Sara Zolghadr; Nadjla Hariri
Abstract
Research Objective: This research was conducted with the aim of explaining the function of Web search engines in indexing and finding of the metadata records based on the Microdata method comparatively, using an empirical method.
Research Methodology: The research community included 100 metadata records(related ...
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Research Objective: This research was conducted with the aim of explaining the function of Web search engines in indexing and finding of the metadata records based on the Microdata method comparatively, using an empirical method.
Research Methodology: The research community included 100 metadata records(related to e-books) based on the hypertext markup language (HTML) in the form of a test group with 50 records in Persian and 50 records in English, based on the Microdata method, and one control group with one hundred Persian and English records of the same structure. These records were selected from the metadata records of Allameh Tabataba’i University digital library, using the random sampling method. The examined metadata records were published on an independent website http://www.szolghadr.ir, and were introduced to Google, Bing, and Yahoo! search engines with the best recommended methods. Then using the checklist strategy, the performance of the search engines in indexing and finding the metadata records of both groups was investigated.
Findings: The findings show that Google indexed the records of both control and test groups, and displayed the metadata records of the test group significantly in the search results. However, Bing and Yahoo! search engines only indexed the records of both groups and were not able to make them significantly visible in their search results.
Conclusion: Therefore, despite announcing reliable search engines as structured data designers (schema.org), based on indexing and displaying based on microdata methodology, only Google’s search engine supported the significant displaying (in the form of rich snippets)of metadata records of the two groups.
Mahnaz Hajihassani; Fahimeh Babalhavaeji; Nadjla Hariri
Abstract
The present study was conducted to investigate the understanding of organizational mental image of the faculty members and librarians of Allameh Tabataba’i University of university library services.The aim of this study is applied and the method is analytical survey. Participants of this study ...
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The present study was conducted to investigate the understanding of organizational mental image of the faculty members and librarians of Allameh Tabataba’i University of university library services.The aim of this study is applied and the method is analytical survey. Participants of this study were 242 faculty members and 49 librarians of Allameh Tabataba’i University(ATU). The data was collected through the researcher-made questionnaire based on Lee Blang & Nekvin organization mental image model. The validity of the questionnaire was content validity and its reliability of was estimated through using Cronbach’s alpha. The obtained reliability was 0.78. Data was analyzed using descriptive statistics and one sample T test. SPSS software was used to analyzed data. The average image of faculty members was 3.43 and the average of librarians’ mental image was 3.38. The average of faculty members’ mental image in respect to identity, the fame, service quality, physical environment, and staff behavior was 3.60, 3.33, 3.33, 3.59, 3.55 the average among the librarians was 3.38, 3.52, 3.29, 3.26, 3.86 respectively. Findings showed ATU faculty members’ perception of University library mental image is higher than that of librarians.
