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Analysis of the factors that influence the success of relationship marketing in academic libraries.

2024-09-01Journal article Open access
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dc.contributor.authorFigueiredo, Elisabeth
dc.contributor.authorPereira, Paulo
dc.contributor.authorRibeiro, Célia
dc.contributor.authorPassos, Clotilde
dc.contributor.authorAntunes, Joaquim
dc.date.accessioned2024-09-09T08:22:49Z
dc.date.available2024-09-09T08:22:49Z
dc.date.issued2024-09-01
dc.description.abstractPurpose: 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.pt_PT
dc.description.versioninfo:eu-repo/semantics/publishedVersionpt_PT
dc.identifier.citationFigueiredo, 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.v23i3.25269pt_PT
dc.identifier.doihttps://doi.org/10.5585/remark.v23i3.25269pt_PT
dc.identifier.urihttp://hdl.handle.net/10400.19/8491
dc.language.isoengpt_PT
dc.peerreviewedyespt_PT
dc.subjectRelationship marketingpt_PT
dc.subjectSatisfactionpt_PT
dc.subjectLoyaltypt_PT
dc.subjectAcademic librariespt_PT
dc.titleAnalysis of the factors that influence the success of relationship marketing in academic libraries.pt_PT
dc.typejournal article
dspace.entity.typePublication
oaire.citation.endPage1237pt_PT
oaire.citation.issue23pt_PT
oaire.citation.startPage1202pt_PT
oaire.citation.titleBrazilian Journal of Marketingpt_PT
oaire.citation.volume3pt_PT
person.familyNameRibeiro
person.familyNamePassos
person.familyNameAntunes
person.givenNameCélia
person.givenNameClotilde
person.givenNameJoaquim
person.identifier.ciencia-id3212-EF16-9B2E
person.identifier.ciencia-id5111-768D-4E43
person.identifier.orcid0000-0002-2924-0484
person.identifier.orcid0000-0003-4782-9548
rcaap.rightsopenAccesspt_PT
rcaap.typearticlept_PT
relation.isAuthorOfPublication0b8863c6-1a01-48a0-940f-1f6eb3a7bfe7
relation.isAuthorOfPublication125efdd9-4093-4f03-ba9d-446fbdc192d2
relation.isAuthorOfPublication30c470ca-bc66-455c-a5bf-859ca408fa42
relation.isAuthorOfPublication.latestForDiscovery125efdd9-4093-4f03-ba9d-446fbdc192d2

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