Conceptual Model of Customer Utility for Information Databases Used in Iran

The purpose of this article is to address the factors that can increase the utility for customers of information databases in Iran. In order to achieve that, summarizing content analysis techniques was used. The study population consists of customers paying to use information databases in Iran. The bibliographical research has been done on utility related publications published in the 5-year period of 2011-2015, indexed on Science Direct, ProQuest and EBSCO information databases. Samples were randomly chosen from information database customers using paid services from two major information centers in Iran - University of Tehran Central library and Documentation Center and Organization for Industrial Management Library, for interviews. Results showed that the main factors affecting customer utility in using paid information databases are information needs, quality, Incentives, additional information and users' individual and social characteristics, respectively.