An analysis of library customer loyalty

Abstract

Purpose The purpose of this research is to investigate the relationship between library customer loyalty and other latent constructs, namely service quality and customer satisfaction in a university library service in Indonesia. More specifically, the research aims to examine whether service quality affects customer loyalty directly and indirectly through customer satisfaction. Design/methodology/approach The authors surveyed the users of a university library in Indonesia by using a structured questionnaire. In total, 100 of the library users participated on the survey. Structural equation modeling technique was performed to analyze the empirical data. Findings The research reveals that service quality has a direct effect on customer satisfaction, which then directly influences library customer loyalty. However, service quality does not have significant direct effect on customer loyalty in a library service. Research limitations/implications The data collection using convenience sampling method causes the limitation of the research results in representing across all library users in the university library where the research was conducted. This study can be replicated with a larger sample size in order to examine the stability of the results in other contexts. In addition, future research can be carried out by involving other variables that may affect customer loyalty, i.e. perceived value, image, trust, and involvement. Practical implications The library customer loyalty is not guaranteed if library management only improves the quality of the library services. Furthermore, to achieve library customer loyalty, library management has to assure the library customer satisfaction. Thus, since many factors can influence library customer satisfaction, library management should improve not only library service quality, but also other aspects that influence library customer satisfaction, such as perceived price, situational factor, and personal factor. Originality/value Only a few empirical studies on customer loyalty were found in library service. More specifically, there is a lack of empirical studies that investigated the relationship between library customer loyalty, service quality, and customer satisfaction. This paper has addressed this gap in the literature.

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