The influence of Public University library service quality and library Brand image on user loyalty

Kojo Kakra Twum (), Andrews Agya Yalley (), Gloria Kakrabah-Quarshie Agyapong () and Daniel Ofori ()
Additional contact information
Kojo Kakra Twum: Presbyterian University College
Andrews Agya Yalley: University of Cape Coast
Gloria Kakrabah-Quarshie Agyapong: University of Cape Coast
Daniel Ofori: University of Cape Coast

International Review on Public and Nonprofit Marketing, 2021, vol. 18, issue 2, No 3, 207-227

Abstract: Abstract The purpose of this study is to examine the effect of library service quality on user loyalty by using university library image as a mediator. The study examines the role played by university library image in influencing user loyalty. The study uses the LibQUAL+™ to measure the level of library service quality of public university libraries in Ghana. The study was conducted using university library users as respondents and the hypotheses were tested using partial least squares (PLS) structural equation modelling (SEM). Service affect, information access, and personal control significantly predict library brand image. Library as place did not have a significant effect on library brand image. Service affect was found to be the strongest predictor of library brand image. Library brand image mediates the relationship between service affect, information access, personal control, and user loyalty. The major implication of this study is that the management of libraries must continuously improve service quality in an attempt to develop a positive brand image, leading to user loyalty. Also, the measure of service quality using the LibQUAL+™ enables library management to assess its users’ perception of library services, and also to detect gaps. This study contributes to the literature on using the LibQUAL+™ to measure service quality and provides empirical evidence on factors affecting library user loyalty.

Keywords: Library brand image; Library service quality; University libraries; Loyalty; LibQUAL (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
http://link.springer.com/10.1007/s12208-020-00269-w Abstract (text/html)
Access to the full text of the articles in this series is restricted.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:irpnmk:v:18:y:2021:i:2:d:10.1007_s12208-020-00269-w

Ordering information: This journal article can be ordered from
http://www.springer.com/business/journal/12208

DOI: 10.1007/s12208-020-00269-w

Access Statistics for this article

International Review on Public and Nonprofit Marketing is currently edited by Helena Maria Alves

More articles in International Review on Public and Nonprofit Marketing from Springer, International Association of Public and Non-Profit Marketing
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().