Global Knowledge, Memory and Communication, Volume (70), No (3), Year (2021-5) , Pages (205-224)

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

Authors: nargess malakooti , mojtaba Kaffashan kakhki , Mehri Parirokh ,

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Abstract

Introduction: Academic libraries, like any other organizations, are required to study the methods for attracting and retaining customers. In addition, academic libraries, due to the nature of their services, need customer knowledge management and their loyalty for surviving and receiving the fund from their parent organization. Therefore, this study aimed to investigate the relationship between customers’ knowledge management and their loyalty to academic libraries. Methodology: This study was conducted by the descriptive-survey method. After extracting some of the most significant factors affecting the loyalty of customers to libraries and evaluating its relationship with knowledge management of users in university libraries based on the exploratory study, the conceptual model of research was designed. After determining the validity and the reliability of the questionnaire, 400 questionnaires were distributed among the undergraduate students of Ferdowsi University of Mashhad 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 respectively. 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. Discussion and conclusion: 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 in order to use the customer knowledge management capacities for developing their loyalty. In this case, an effective step can be taken towards 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.

Keywords

, Customer knowledge management, loyalty, academic libraries, Ferdowsi University of Mashhad
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@article{paperid:1073551,
author = {Malakooti, Nargess and Kaffashan Kakhki, Mojtaba and Parirokh, Mehri},
title = {The evaluation of the relationship between customers’ knowledge management and their loyalty to academic libraries},
journal = {Global Knowledge, Memory and Communication},
year = {2021},
volume = {70},
number = {3},
month = {May},
issn = {2514-9342},
pages = {205--224},
numpages = {19},
keywords = {Customer knowledge management; loyalty; academic libraries; Ferdowsi University of Mashhad},
}

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%0 Journal Article
%T The evaluation of the relationship between customers’ knowledge management and their loyalty to academic libraries
%A Malakooti, Nargess
%A Kaffashan Kakhki, Mojtaba
%A Parirokh, Mehri
%J Global Knowledge, Memory and Communication
%@ 2514-9342
%D 2021

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