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Advisor(s)
Abstract(s)
Purpose: This study aims to identify the main dimensions of relationship marketing that have the greatest impact on users’ satisfaction and
loyalty in academic libraries.
Design/methodology/approach: A quantitative study was conducted. Data were collected through a questionnaire survey, directed to the users
of four libraries of Universidade Católica Portuguesa, which resulted a total of 292 valid responses. The necessary sample size for the completion
of this study was calculated based on Daniel's calculator Soper. Statistical Package for Social Sciences (SPSS 27.0) software and structural
equation methods were use to test the proposed model.
Originality: This study contributes to the existing literature by examining the specific dimensions of relationship marketing that are most
influential in the context of university libraries. While prior research has explored relationship marketing in various contexts, this study focuses
on the unique environment of academic libraries, thereby providing novel insights into enhancing user satisfaction and fostering loyalty among
library users.
Findings: The results show that the relationship marketing dimensions that contribute the most to users’ satisfaction and loyalty are: "relational
behaviour", "understanding needs" and "quality of services". Additionally, the study identifies the positive relationship between user satisfaction
and loyalty, emphasizing the critical role of relationship marketing in fostering long-term user loyalty in the academic library setting.
Theoretical/methodological contributions: Increase of scientific knowledge through the validation of a relationship marketing model, through
which its implications for the management of university libraries are evidenced.
Practical implications: Understanding the main dimensions of relationship marketing that impact user satisfaction and loyalty allows library
managers to adapt their strategies and services to motivate and attract users to their spaces and to better meet their needs.
Description
Keywords
Relationship marketing Satisfaction Loyalty Academic libraries
Citation
Figueiredo, E., Pereira, P. A., Ribeiro, C., Passos, C. P., & Antunes, J. (2024). Analysis of the factors that influence the success of relationship marketing in academic libraries. Brazilian Journal of Marketing, 23(3), 1202-1237. https://doi.org/10.5585/remark.v23i3.25269