Developing a model to identify the factors contributing to user loyalty of university libraries

Abstract One of the primary reasons behind the inefficiency of libraries pertains to the lack of user loyalty and continuous communication between users and libraries. Accordingly, this study set out to identify the factors contributing to the user loyalty of university libraries. The present study is applied in terms of research objectives and is survey and of correlational type in terms of data collection method. A structured questionnaire was used to collect the required data. To do so, data from 384 users of university libraries in Iran were analyzed running structural equation modeling (SEM) and Smart PLS software version 3.0. The obtained results revealed that user perceived value of the services provided to them generated a sense of satisfaction in them which in turn led to their loyalty to their presence in and re-use of library services. There was also a direct and significant relationship between the services provided by libraries, including eight dimensions of library rules, lending system, electronic resources, printed publications, technical facilities, library environment, personal and library services and user perceived value and satisfaction. The present research can be considered one of the initial studies having experimentally evaluated the factors contributing to user loyalty of university libraries presenting a new model. The results of this study could be useful in identifying some of the problems of libraries in attracting and maintaining users and providing appropriate solutions to solve them. The model presented in the study could be used in future research as well. Furthermore, the study has expanded the range of theories on user loyalty of university libraries.