The Factor Influencing Satisfaction and Loyalty in Public Library: A Case Study of Fuzhou Library
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Abstract
This research aimed 1) to analyze library user interaction patterns in public libraries to assess their impact on user satisfaction, 2) to examine how these interactions influence user loyalty, and 3) to explore strategies that effectively enhance both satisfaction and loyalty through participatory activities, feedback mechanisms, and digital interactions. The study employed a quantitative research approach, collecting data from a sample of 398 public library users in Fuzhou Municipal Library, Fujian Province, China, selected through random sampling. The questionnaire used in the research had been tested for validity and reliability. Data analysis involved descriptive statistics, correlation analysis, and multiple regression analysis.
The findings revealed the following 1) in analyzing library user interaction patterns and their impact on user satisfaction, all investigated factors participatory activities, seminars and workshops, social media usage, feedback channels, personalized services, and digital interactions demonstrated significant positive correlations with user satisfaction. Digital interactions exhibited the strongest positive impact (β=0.201), followed by personalized services (β=0.129) and feedback channels (β=0.132), 2) regarding the examination of how these interactions influence user loyalty, all studied factors similarly showed significant positive correlations with user loyalty. Personalized services exerted the strongest positive impact (β=0.175), followed by feedback channels (β=0.166) and participatory activities (β=0.143), and 3) Concerning the exploration of strategies to effectively enhance both satisfaction and loyalty, multiple regression analysis confirmed that all aforementioned factors significantly influenced both user satisfaction and loyalty. The models elucidated 38.7% (Adj R2 = 0.387) of the variance in user satisfaction and 40.7% (Adj R2 = 0.407) of the variance in user loyalty, thereby indicating that prioritizing digital interactions, personalized services, feedback mechanisms, and participatory activities constitutes key strategic approaches for improving user experience and fostering stronger patron relationships.
The results underscore the importance of various factors in shaping user satisfaction and loyalty in public libraries. Libraries should prioritize digital interactions, personalized services, feedback mechanisms, and community engagement activities to enhance user experiences and foster stronger relationships. Understanding these factors will enable libraries to develop strategies to improve their services and create more engaging and fulfilling experiences for their users.
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