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

Document Type : مقالات پژوهشی

Authors

• alireza hadadian
• mojtaba kafashan
• yaser Aseman Doreh
• Fatemeh Rezaii zadeh
• Hosnieh Ehsani

10.22067/riis.v2i2.10017

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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