Communication Strategy of University Libraries and its Role in Enhancing Beneficiaries' Loyalty (A study of a Sample of Beneficiaries of Ghardaia University Libraries)

Abstract

The study aimed to identify the role of the communication strategy of libraries in enhancing the loyalty of the beneficiary at the level of the libraries of the University of Ghardaia. The study relied on the descriptive approach, and used the questionnaire tool on a random stratified sample of 190 students from among the university library patrons. Statistical tools were employed using the statistical analysis program (SPSS) to analyze and discuss the results of the collected data. The study found a positive relationship between the communication strategy of the libraries under study and the loyalty behavior of the beneficiaries of its services. Most of the respondents expressed their satisfaction with the library’s collection, as well as the method of treatment and the speed of response in providing information sources. The study also highlighted that the communication strategy of Ghardaia University libraries contributed to increasing the rate of regular visits and demand for library services. This reflects the importance that should be given by the authorities responsible for university libraries to the communication strategy adopted with the patrons of these libraries in order to maintain them and support their loyalty behavior.