Factors Affecting Library Loyalty in Academic Libraries

Marline G.  Roma; Celbert M.  Himang

doi:10.52006/main.v8i2.1315

Marline G. Roma University of San Jose-Recoletos, Cebu City, Philippines https://orcid.org/0000-0003-0794-4621
Celbert M. Himang Cebu Technological University- Main Campus, Cebu City, Philippines https://orcid.org/0000-0002-5663-3304

DOI: https://doi.org/10.52006/main.v8i2.1315

Keywords: library management, library user satisfaction, system quality, information quality, service quality, intention to use the library, descriptive-correlational research, Information Systems Success Model (ISSM), academic libraries, Cebu City

Abstract

Grounded in DeLone and McLean’s Information Systems Success Model, this study examines the drivers of library loyalty among 550 Gen Z students in Cebu City. Using Partial Least Squares Structural Equation Modeling (PLS-SEM), the research found that System and Service Quality positively influence both Intention to Use and User Satisfaction, which are significant predictors of Library Loyalty. While Information Quality significantly affected Satisfaction, AI Chatbot Engagement did not moderate the relationship between quality dimensions and User Satisfaction, suggesting that AI technology does not diminish the perceived value of core library functions. Consequently, the study concludes that to maintain Gen Z patronage, academic libraries must prioritize enhancing their systems, services, and digital resources, while future research should continue to monitor the integration of emerging technologies like AI and virtual reality.