IGOS - Contribuições em Revistas Científicas / Contribution to Journals
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- Analysis of the factors that influence the success of relationship marketing in academic librariesPublication . Figueiredo, Elisabeth; Pereira, Paulo Almeida; Ribeiro, Célia; Passos, Clotilde Paulino; Antunes, JoaquimPurpose: This study aims to identify the main dimensions of relationship marketing that have the greatest impact on users’ satisfaction and loyalty in academic libraries. Design/methodology/approach: A quantitative study was conducted. Data were collected through a questionnaire survey, directed to the users of four libraries of Universidade Católica Portuguesa, which resulted a total of 292 valid responses. The necessary sample size for the completion of this study was calculated based on Daniel's calculator Soper. Statistical Package for Social Sciences (SPSS 27.0) software and structural equation methods were use to test the proposed model. Originality: This study contributes to the existing literature by examining the specific dimensions of relationship marketing that are most influential in the context of university libraries. While prior research has explored relationship marketing in various contexts, this study focuses on the unique environment of academic libraries, thereby providing novel insights into enhancing user satisfaction and fostering loyalty among library users. Findings: The results show that the relationship marketing dimensions that contribute the most to users’ satisfaction and loyalty are: "relational behaviour", "understanding needs" and "quality of services". Additionally, the study identifies the positive relationship between user satisfaction and loyalty, emphasizing the critical role of relationship marketing in fostering long-term user loyalty in the academic library setting. Theoretical/methodological contributions: Increase of scientific knowledge through the validation of a relationship marketing model, through which its implications for the management of university libraries are evidenced. Practical implications: Understanding the main dimensions of relationship marketing that impact user satisfaction and loyalty allows library managers to adapt their strategies and services to motivate and attract users to their spaces and to better meet their needs.
- Marketing relacional em bibliotecas universitárias: uma revisão da literaturaPublication . Figueiredo, Elisabeth; Ribeiro, Célia; Passos, Clotilde; Pereira, PauloO presente estudo aborda o conceito de marketing relacional e tem como objetivo avaliar os seus contributos em contexto de bibliotecas universitárias. Para o efeito, realizou-se uma revisão da literatura, com base na produção científica, publicada entre 2000 e 2020, em bases de dados como B-on, Google Scholar, Business Source Complete (EBSCOhost), Scielo, Academia.edu e ainda ResearchGate. As palavras-chave utilizadas foram “marketing relacional”, “marketing de relacionamento”, “relationship marketing”, “biblioteca universitária”, “biblioteca académica”, “university library” e “academic library”. A investigação conduzida neste domínio põe em realce a importância desta nova vertente do marketing que, quando integrada nos princípios de gestão interna destas estruturas, influi no comportamento dos leitores, gera satisfação e contribui para a sua fidelização.