The influence of Public University library service quality and library Brand image on user loyalty
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The influence of Public University library service quality and library Brand image on user loyalty Kojo Kakra Twum 1,2 & Andrews Agya Yalley 2 & Gloria Kakrabah-Quarshie Agyapong 2 & Daniel Ofori 2 Received: 17 August 2020 / Accepted: 5 November 2020/ # Springer-Verlag GmbH Germany, part of Springer Nature 2020
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
* Kojo Kakra Twum [email protected] Extended author information available on the last page of the article
K. K. Twum et al.
1 Introduction Libraries are seen as important, because they help in information and knowledge creation (Choshaly and Mirabolghasemi 2019), and aid in teaching and research (Adeniran 2011). Also, Kiran (2010) asserts that libraries are at the “heart of the learning community,” since they enable the advancement of knowledge through research. Specifically, Case (2008) states that libraries are always involved in the creation of new knowledge by collecting past information, organising, and making it accessible to users. Hence, Rasul and Singh (2010) state that academic libraries in universities are regarded as gateways to information by providing not only books and space, but also important services, such as bibliographies, reference services, and information literacy classes, to enhance research activities. Libraries are a source of information for users (students, researchers, academics), therefore, making them very important in promoting academic and national development. Libraries are very vital in knowledge creation and development. At the same time, there seems to
