The Relationships among Overall Service Quality, Customer Satisfaction and Customer Loyalty in Library Services

Abstract

Understanding students' loyalty in library services becomes important as an operations strategy to retain existing students and attract new students. This study uses secondary data from a survey of business school library. Based on extensive literature survey, a scientific (service quality - customer satisfaction - customer loyalty) model is proposed to relate the antecedents of service quality, overall service quality, customer satisfaction and customer loyalty. Using convenience sampling, survey (with a well-defined questionnaire) is carried out for regular library users and structural equation modelling (in IBM AMOS) is used for investigating the relationship between the latent constructs of the antecedents of service quality, overall service quality, customer satisfaction and customer loyalty. The study identified four antecedents (reliability, assurance, empathy and physical aspects) of overall service quality. The study also found that perception of overall service quality has indirect influence on customer loyalty through customer satisfaction in library service.