Analyzing the Influence of Marketing Intelligence and Risk-Taking of the Librarians of Kids/Teens Libraries on Competitive Advantage and User Loyalty

ABSTRACT

Objective: The purpose of this paper is to analyze the influence of marketing intelligence and risk-taking of the librarians of kids/teens libraries on competitive advantage in user loyalty, in view of the parents.

Methodology: This research is a descriptive research and was performed using surveys and correlation analysis. The data was collected using a researcher-made questionnaire. The statistical population consisted of parents whose children have used the library services of kids/teens libraries in the Isfahan City. Sample members were chosen by random sampling. SPSS23 and AMOS23 software were used for data analysis.

Findings: The findings indicated that the two variables of marketing intelligence and risk-taking ability of the librarians have no direct, significant influence on user loyalty, while competitive advantage directly affects it. However, marketing intelligence and risk-taking ability can influence user loyalty if mediated through competitive advantage.

Results: If the librarians of kids/teens libraries can use their marketing intelligence to take reasonable risks, they can create a competitive advantage in service provision. The users will hence realize this advantage, thus turning into loyal users.

KEYWORDS:

• Competitive advantage
• kids/teens libraries
• marketing intelligence
• risk-taking ability
• user loyalty

Notes

^1. American Customer Satisfaction Index.

Additional information

Notes on contributors

Elham Kiani

Elhan Kiani received her Master in the field of Knowledge and Information Science (LIS) from the University of Isfahan. She is working as a Librarian in a special library for more than 11 years. Her interested fields are children services and information marketing.

Mitra Pashootanizadeh

Mitra Pashootanizadeh has obtained her Bachelor and Master in the field of Library and Information Science (LIS) from the Shiraz University. She holds a Ph.D. in LIS from the Shahid Chamran University and is Assistant Professor of Department of Knowledge and Information Science at the University of Isfahan. Her main areas of interest are information marketing, children services, and information organization.

Azarnoush Ansari

Azarnoush Ansari received her PhD in Business Management and Marketing Trends, from the University of Isfahan since 2013. She is working as a faculty member of the Department of Management, Faculty of Administrative Sciences and Economy, University of Isfahan, Isfahan, Iran. Her interested fields are consumer behaviour, tourism, services marketing and online marketing.