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

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.