Antecedents of Verbal Advertising in Libraries and Information Centers: Designing a model of Verbal Advertising of Astan Quds library Clients

Focusing on right perception from advertising effects on organizations leads to many researches in verbal advertising studies. The aim of this paper is to carry out a survey to develop client verbal advertising in libraries and to present a conceptual model for client verbal advertising in the Central Library of Astan Qods. This is a descriptive survey study. The statistical population of the research is composed of Central Library of Astan Qods’ clients. The sample size estimated to be 384. Data gathering tool was questionnaire and structural equation modeling (SEM) was used for data analysis. Findings show that the library atmosphere, perceived equity and perceived quality affects satisfaction. Also client satisfaction affects client loyalty. Finally, client loyalty leads into verbal advertising.