Development a Model of Users' Satisfaction and Loyalty Based on Content and Structural Quality of E-Service (Case: The National Library and Archives of Iran Website)

today, organizations spend a lot of money creating and updating their corporate sites and expect this to lead to customer satisfaction and loyalty and save them time and money. However, improving the content quality and structure of websites is a key factor to achieve these organizational goals. The present study aimed to identify the quality’ criteria and thus improve the effectiveness of the National Library and Archives of Iran (NLAI) Website.

In order to collect data, a researcher-made questionnaire was used. The content quality of the website includes 5 components and the structural quality of the website includes 3 components. Finally, satisfaction and Users' loyalty to the E-services of NLAI Website has been measured with 5 and 4 sub-components, respectively. Finally, these criteria have been ranked using the TOPSIS method.

results show that the content and structural quality of NLAI Website as well as the satisfaction and loyalty of their users are appropriate. Also, the results of structural equation modeling show a positive and significant effect of the content and structural quality of the website on the satisfaction and loyalty of its users.

The websites of libraries and information centers are the first and most important media outlets that can have a significant impact on the satisfaction and loyalty of its users. Accordingly, the efficient and effective improvement of the content and structural quality of the E-services of this website, not only preserve organizational resources, but also guarantees the satisfaction and loyalty of the organization's customers.