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Does LibQUAL+TM account for student loyalty to a university college library?

Øyvind Helgesen (Aalesund University College, Aalesund, Norway)
Erik Nesset (Aalesund University College, Aalesund, Norway)

Quality Assurance in Education

ISSN: 0968-4883

Article publication date: 27 September 2011

Abstract

Purpose

The purpose of this paper is to find out whether LibQUAL+TM can account for student loyalty to the library of an institution of higher education. LibQUAL+TM is a marketing tool that is used to measure perceived service quality of libraries, and the present analysis aims at validating this service quality instrument within a more comprehensive theoretical satisfaction‐image‐loyalty framework.

Design/methodology/approach

The data source is a survey among students at the bachelor's level of a university college in Norway. The analysis is based on structural equation modelling.

Findings

The three LibQUAL drivers (information control, affect of service and library as a place) account for 85 per cent of the variation in student loyalty.

Research limitations/implications

This research has been applied to a specific university college. The research should be expanded to other institutions offering higher education.

Practical implications

The study gives practical insight to managers regarding drivers of student loyalty for decision making and strategic control. The library as a place has the greatest impact on loyalty in this study.

Originality/value

Relationship marketing and management have become increasingly important for higher education managers. By identifying drivers of student loyalty regarding image building and satisfaction creation, and by allocating resources to activities that are important for students regarding these two processes, managers may obtain increased student retention, thus helping to ensure future public funding.

Keywords

Citation

Helgesen, Ø. and Nesset, E. (2011), "Does LibQUAL+TM account for student loyalty to a university college library?", Quality Assurance in Education, Vol. 19 No. 4, pp. 413-440. https://doi.org/10.1108/09684881111170104

Publisher

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Emerald Group Publishing Limited

Copyright © 2011, Emerald Group Publishing Limited