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