The evaluation of the relationship between customers’ knowledge management and their loyalty to academic libraries

Abstract

Purpose This study aims to investigate the relationship between customers’ knowledge management and their loyalty to academic libraries. Design/methodology/approach This study was conducted by the descriptive-survey method. After determining the validity and the reliability of the questionnaire, 400 questionnaires were distributed among the undergraduate students of Ferdowsi University of Mashhad (FUM) by stratified sampling method. Finally, 373 questionnaires were considered as the basis for data analysis. Structural equation method was used for data analysis. Findings In this study, nine hypotheses were examined and tested. The results of the path analysis indicated that factors such as perceived value, knowledge about customer, satisfaction, perceived quality, knowledge for customer and knowledge about customer had the most to least impact on customer loyalty to academic libraries. In addition, this study highlighted the role of perceived value. Data analysis showed the important role of perceived value as an interface between customers’ knowledge management and its direct and indirect relationship with them. Practical implications Based on the findings of this study, it seems that the managers and the librarians of academic libraries need to consider the relationship between customers’ knowledge management and perceived quality, as well as the satisfaction of their customers to use the customer knowledge management capacities for developing their loyalty. Originality/value In this case, an effective step can be taken toward developing the knowledge management of users and ultimately encouraging them to show their loyalty to academic libraries and satisfying their information needs and providing the justification for the survival of these types of libraries.