Abstract:

With the development of social media, users can interact with organization and other customers easily. Customer engagement refers to customer’s behavioral manifestation toward organization and its brand, such as blogging, word of mouth, etc., as well as the psychological state behind these behaviors. It is believed that customer engagement has positive effects on user-library relationship quality. This study chooses university students and university library as two parties in the engagement process to collect data, in order to empirically test the construct structure of customer engagement, as well of the impacts of customer engagement on userlibrary relationship quality. 309 questionnaires were collected, and both SPSS and AMOS software were employed to test the hypotheses. The results of higher order confirmatory factor analysis show that customer engagement in library area is a second order constructs composing of cognitive, affective, and behavioral dimensions. The results of structural factor analysis show that customer engagement has a significant positive effect on userlibrary relationship quality. Further analysis shows that customer engagement has significant effects on user satisfaction, commitment, relationship dependence, and partner quality. Discussions and managerial implications were provided. At last, some drawbacks of this study and future research directions were discussed.

Keywords: University library, User-library relationship quality, Customer engagement with library, Library microblog, Social media