Antecedents and Outcomes of library Client Loyalty: Designing a model for the Central Library of Astan Qods` Clients Loyalty

پژوهشنامه کتابداری و اطلاع رسانی

Article 7, Volume 2, Issue 1 - Serial Number 3, June 2012, Pages 137-158   

Document Type: Research Article

DOI: 10.22067/riis.v2i2.10017

Authors

alireza hadadian¹; mojtaba kafashan^{* 2}; yaser Aseman Doreh³; Fatemeh Rezaii zadeh⁴; Hosnieh Ehsani⁴

¹Member of the academic staff of the Department of Management, Faculty of Administrative and Economic Sciences, Ferdowsi University of Mashhad

²Doctoral student of information science and epistemology, Ferdowsi University of Mashhad

³Master of Business Administration, Faculty of Administrative and Economic Sciences, Ferdowsi University of Mashhad

⁴Student of Librarianship and Information, Faculty of Educational Sciences, Ferdowsi University of Mashhad

Abstract

Purpose: Today, more than ever, the importance of client-orientation is being considered as the most important competitive advantage of organizations and its role in success and progress is emphasized. The aim of this paper is to investigate the client-oriented culture in libraries and to design a model for client loyalty in the Central Library of Astan Qods.

Method: This is a descriptive survey study. The statistical population of the research is composed of Central Library of Astan Qods’ clients. The sample size estimated to be 384. Data gathering tool was questionnaire and structural equation modeling (SEM) was used for the data analysis.

Findings: Findings show that in libraries the perceived quality affects satisfaction. Also communications affects client loyalty. Moreover, client satisfaction affects loyalty, and satisfaction and perceived quality affects re-visit intention. Client loyalty leads to prefer the Central library of Astan Qods brand name. Finally, the proposed model effectively explains the relationships between communications, brand preference, perceived quality, client satisfaction, and loyalty, and re-visit intention in Central library of Astan Qods.

Keywords

client satisfaction; perceived quality; brand preference; re-visit intention; libraries

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