The Moderating Role of Customer Involvement in Library's Services in the Relationship between Perceived Value and Satisfaction with the Customer Loyalty to the Public Libraries (Case Study: Public Libraries in the West of Iran)

This study examined the moderating role of the customer involvement in the service provided by the library and the relationship between the perceived value and the customer satisfaction with the customer loyalty to the public libraries in the West of Iran. The study population comprised of all the members of the public libraries in the West of Iran.
The final analysis was performed on the 467 returned questionnaires. The data were collected using SPSS 19 software. The data were analyzed using Pearson correlation coefficients and hierarchical regression.
Findings: The findings of this study indicated the customer involvement with the libraries’ services, in both high and low levels. There was a relationship between the perceived value and the customer loyalty (p