عنوان مقاله [English]
نویسندگان [English]چکیده [English]
Purpose: To identify the validity of factors affecting the "Brand" of National Library and Archives of Iran (NLAI) from the viewpoints of staffs and clients.
Methodology: Survey using a self-designed questionnaire. The population consisted of 214 staff and 285 clients of the NLAI.
Results: Producing national bibliography (mean 4.3) and being open in holidays and nights (mean 4.66) were the most important factors regarding staffs and clients’ views respectively. Considering services, staff believed that having RASA software (mean 3.52) is important and clients preferred access to digital version of theses (mean 3.52). Also, having faculty members affiliated to the Ministry of Science, Research and Technology (mean 4.1) was on top of services’ advantages category according to staffs’ views and access to hot meal and drink (mean 3.44) in client’s standpoint.
Conclusion: Staffs and clients viewpoints about factors affecting NLAI brand was highly credential except for service factor, which reveals the need for promoting services.