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

Document Type : Research Article

Authors

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

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

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

4 Student 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


Alexandris, K ; Dimitriadis, N & Markata, D (2002). Can perceptions of service quality predict behavioral intentions? An exploratory study in the hotel sector in Greece. Managing Service Quality, 12(4).
Anderson, E. W and Sullivon, M. W (1993). The antecedents and consequences of customer satisfaction for firms. Marketing Science, 12(2). pp. 125-43.
Andreassen, T and Lindestad, B (1998). Customer Loyalty and Complex services, International Journal of service. 12(4), pp.110-121
Athiyaman, A (1997). Linking students satisfaction and service quality perceptions: the case of university education, European Journal of Marketing, 31(7), pp. 528-40.
Bauer. H. H; Falk, T & Hammerschmidt, M (2006). eTransQual: A transaction process-based approach for capturing service quality in online shopping.Journal of Business Research.59(7). 866-875.
Beatty,S.E; Nayer,M; Coleman,J.E; Reynolds, K and Lee,J (1996). Customer –sales associate retail relationships. Journal of  Retailing.72(3), 238-46
Bejou, D; Wray, B and Ingram, T. N (1996). Determinats of relationship quality: an artificial neural network analysis. Journal of Business Research, Vol. 36, June, pp. 137-43.
Bennet, R and Rundle-Thiele, S (2002). A comparison of attitudinal loyalty measurement approaches. Journal of Brand Management.9(3), 193-207
Bigne,J; Manzano, J and Vila, N (2002). The concept mapping approach in marketing. Qualitative  Market  Research. , 5(2), 87- 95
Bolton, R. N and Drew, J. H (1991). A multistage model of customers assessments of service quality and value. Journal of Consumer Research,17(4). pp. 375-84.
Brooks, R.F; Lings, I.N and Botschen, M.A (1999), Internal Marketing and customer driven wavefronts , Service Industries Journal, No.4, PP:49-67
Brady, M. K; Robertson, c.j & Cronin. j. j (2001). Managing behavioral intentions in diverse cultural environments: An investigation of service quality, service value. and satisfaction for American and Ecuadorian fast-food customers. Journal of International Management.7(2), 129-149.
Bridson, K; Evans,J and Hickman, M (2008). Assessing the relationship between loyalty program attributes, store satisfaction and store loyalty. Journal of  Retailing and Consumer Services. 4(2)
Chang, T and Wildt, A. R (1994). Price, Product information, and purchase intention: an empirical study. Journal of the Academy of Marketing science, 22(1), pp. 16-27.
Christopher, M; Payne,A and Ballantyne, D (1991). Relationship Marketing:Bringing  quality, customer service and marketing together. London:Butterworth-Heinemann
Collier, j. E & Bienstock, C. C (2006). Measuring service quality in e-retailing. Journal of Service Research, 8(3), 260-275.
Cronin, J; Brady, M & Hult, G (2000). Assessing the effects of quality, Value and customer satisfaction on consumer behavioral intentions in service environments. Journal of Retailing,76(2).
Cronin, J. J; Brady, M. K & Hult, G. T. M (2000). Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments. journal of Retailing, 76(2), 193-218.
Cronin. J. J & Taylor, S. A (1992). Measuring service quality: A reexamination and extension. Journal of Marketing, 56(3), 55-68.
Day, G.S (1969). A two-dimensional concept of brand loyalty. Journal of Advertising  Research.9(3), 29-36
Dodds, W. R; Monroe, K. B and Grewal, D (1991). Effects of Price, brand and store information on buyers product evaluations, Journal of Marketing Research, Vol. 28, pp. 307-19.
Edvardson,B; Johnson, M.D; Gustafsson, A and Strandvik, T (2000). The effects of satisfaction and loyalty on profits and growth. Total Quality Management. Vol.11,  917-27
Gronroos, C (1994). From  marketing mix to relationship marketing:towards a paradigm shift in marketing. Management Decision.32(2), 4-20
Gummesson, E (1991). Marketing  revisited: the crucial role of the part time marketers. European Journal of  Marketing.25(2), 60-7
Gwinner, K.P(1998). Relatioanal benefits in sevices industries. Journal of the Academy of  Marketing Science26(2), 101-114
Hellier, P. K; Geursen, G. M; Carr, R. A and Richard, J. A (2003). Customer repurchase intention. European Journal of Marketing, 37(11/12), 1262-1800.
Henning-Thurau, T; Gwinner, K.P and Gremler, D.D (2002). Understanding relationship marketing outcomes: an integration of relational benefits and relationship quality. Journal of  Service  Research.4(3), 230-47
Hsu. H (2006). An empirical study of web site quality, customer value, and customer satisfaction based on e-shop. The Business Review, 5(1), 190-193.
Jacoby,J and Chestnut, R.W (1978). Brand loyalty measurement and management. NY: John Wiley
Johnson, M. D., & Fornell, C. (1991). A framework for comparing customer satisfaction across individuals and product categories. Journal of Economic Psychology, 12(2), 267-286.
Keiningham, T,L; Cooil, B; Aksoy,L; Andreassen, T.W and Weiner , J (2007). The value of different customer satisfaction and loyalty metrics in predicting customer retention, rcommendation, and share-of-wallet. Managing Service Quality, 17(4), 361-384
Kristen, A. R (2008). The effects of service recovery satisfaction on customer loyalty and future behavioral intention . Auburn University , Doctor of  Philosophy
Kristensen, K; Martensen, A & Gronholdt, L (1999) Measuring the impact of buying behaviour on customer satisfaction. Total Quality Management, 10(4/5), 602-614.
 Kuo, Y. F (2003). A study on service quality of community websites. Total Quality Management and Business Excellence, 14(4),461-473.
Kuo, Y. F; Wu, C.M and Deng, W. J (2009). The relationship among service quality, perceived value, customer satisfaction and post-purchase intention in mobile value-added services. Computers in Human Behaviors, No. 25, 887-896
Lee, G. G & Lin, H. F (2005). Customer perceptions of e-service quality in online shopping. Intemational Joumal of Retail and Distribution Management, 33(2/3), 161-176.
 Leifer, D (1998). Evaluating user satisfaction: case studies in Australasia. Facilities,  Vol. 16(5/6) 138–142
Lin, H. H & Wang, Y. S (2006). An examination of the determinants of customer loyalty in mobile commerce contexts. Information and Management, 43(3), 271-282.
Lindgreen, A; Palmer, R and Vanhamme, J (2004). Contemporary marketing practice: theoretical propositions and practical implications.Marketing Intelligence & Planning.22(6), 673-92
McKenna, R (1991). Relationship marketing: successful strategies for the age of the customer. Reading:Addison-Wesley
McDougalt, G and Levesque, T (2000). Customer satisfaction with services: putting perceived value into the equation, Journal of Services Marketing, 14(5), pp. 392-410.
Ndubisi, N.O (2004). Understanding  the salience of cultural dimensions on relationship marketing.  Cross Cultural Management .11(3), 70-98
Ndubisi, N.O (2007). Relationship marketing and customer loyalty. Marketing Intelligence & Planning.25(1), 98-106
Oliver, R. L (1997). Customer Satisfaction. A behavioral Perspective  on the customer.,NY:Mc Graw-Hill
Olsen, L.L and Johnson, M. D (2003). Service equity, customer satisfaction and loyalty: From transaction specific to cumulative evaluations. Journal of  Services Research.5(3), 184-195
Parasuraman, A; Zeithanol, V. A and Berry, L. L (1994). Reassessment of expectations as a comparison standard in measuring service quality implications for further research. Journal of Marketing, 58(1), 111-24.
Park, C. H & Kim, Y. G (2006). The effect of information satisfaction and relational benefit of consumers' online shopping site commitments. Journal of Electronic Commerce in Organizations, 4(1), 70-90.
Reynolds, K.E and Beatty, S.E (1999). Customer benefits and company consequences  of customer-salesperson relationships in retailing . Journal of Retailing75(1),11-32
Ruiz-Molina, M; Gil-Saura, I and Berenguer-Contri,G (2009). Relational benefits and loyalty in retailing: an inter-sector comparison. International Journal of  Distribution  Management. 73(6) , 493-509
Rundle-Thiele, S and Macky, M. M (2001). Assessing the performance of brand loyalty measures. Journal of Services Marketing. 15(6/7)? ,529-45
Sanderz, M., Lewis, P. & Thornhill, A (1997). Research Methods for business students.pitman publishing.
Sigala, M (2007). Investigating the internet`s  impact on interfirm relations: evidence from the business travel management distribution chain. Journal of  Enterprise  Information  Management. 20(3) , 335-55
Thao,H.T.P and Swierczek (2008). Internet use, customer relationship and loyalty in the Vietnamese travel industry. Asia Pacific Journal of  Marketing and Logistics, 20(2)
Tovote ,Christiana (1997). The Importance of Being Visible. Marketing Library Services in a Changing Society. [Online] Available: http://www.mb.sik.si/tovoto3.htm
Tung, L. L (2004). Service quality and perceived value's impact on satisfaction, intention and usage of short message service (SMS). Information Systems Frontiers, 6(4), 353-368.
Turel, A & Serenko, A (2006). Satisfaction with mobile services in Canada: An empirical investigation. Telecommunications Policy, 30(5/6), 314-331.
Wang, Y; Lo, H and Yang, Y (2004). An Integrated framework for service quality, customer value, satisfaction, Evidence from china's telecommunications industry, Information Systems Frontiers, 6(4)
Wang, Y & Yang, Y (2004). An integrated framework for service quality, customer value, satisfaction: Evidence from China's telecommunication industry. Information Systems Frontiers6(4), 325-340.
Zeithaml, V, A; Berry, L. L and Parasuraman, A (1996). The behavioral consequences of service quality. journal of Marketing, 60(2), 31-46.
Zhang, J; Dixit, A and Friedmann, R (2010). Customer loyalty and lifetime value : an empirical investigation of consumer packaged goods. Journal of Marketing Theory and Practice. 18(2), 127-139
Zineldin, M (2002). Developing and managing a romantic business relationships: life cycles and strategies. Managerial Auditing Journal. 17(9) , 546-558
CAPTCHA Image