How to increase the loyalty of public library users? A qualitative study

Abstract

The main objective of this study is to explain how to increase user loyalty behavior to public library services. This study uses a qualitative method based on grounded theory. The research population included users of public libraries in Iran. The data were collected through in-depth interviews, and the theoretical saturation was obtained after interviewing 24 members of public libraries. The collected data through interviews were analyzed using theoretical coding and content analysis. Results indicated that observing moral and humane principles when dealing with library users plays a significant role in both building user loyalty to the library and attracting new users. In addition, it was found that causal conditions in increasing loyalty among public library users are related to four areas including physical space management, information resource management, human resource management, and information technology management. It was also noted that factors such as service quality, proper design of interiors, providing diverse and updated information resources, the use of new communication technologies, and the use of cyberspace and social network applications must be taken into account by public libraries. Building loyalty among users and members of public libraries in today’s technological world is of high importance, as it will guarantee the repeated and more frequent use of public libraries and their services and thus reflect their positive effects. The loyalty of users of libraries and information centers can be based on perceived quality, effective communication between librarians and users, and satisfaction with services offered by libraries and their staffs and can affect the intention for repeated visits, and the use of library service and preferring a library over other libraries.