INVESTIGATING USER SATISFACTION AND USER LOYALTY TO LIBRARY SERVICES. A CASE STUDY OF SA'ADU ZUNGUR UNIVERSITY, BAUCHI

This study investigates user satisfaction and loyalty concerning library services at Sa'adu Zungur University in Bauchi, aiming to understand the factors influencing these dimensions among library patrons. Employing a descriptive survey research design, data were collected through a structured questionnaire distributed to 354 respondents comprising undergraduate and postgraduate students. The analysis revealed significant correlations between user satisfaction and loyalty, indicating that satisfied users are more likely to exhibit loyalty through continued use and positive word-of-mouth. Key factors influencing user satisfaction included the availability and quality of resources, staff responsiveness, and the library's technological infrastructure. Findings indicated that postgraduate students reported higher satisfaction levels than their undergraduate counterparts, emphasizing the need for libraries to address the diverse expectations of different user demographics. The study highlights the importance of user feedback in identifying areas for improvement and proposes actionable recommendations such as enhancing resource availability, investing in staff training, upgrading technological services, and creating a user-centric environment. Moreover, the study encourages library management to conduct regular user satisfaction surveys to adapt services to changing user needs effectively. The conclusions drawn affirm that improving user satisfaction is crucial for fostering loyalty, thereby ensuring the library's sustainability and relevance within the academic community. Future research is recommended to explore comparative studies across different academic libraries, longitudinal tracking of user satisfaction trends, and the impact of digital services on user loyalty. The implications for policy and practice underscore the need for strategic planning focused on user satisfaction and community engagement, ultimately aiming to cultivate a loyal user base that values and utilizes library services. Overall, this study contributes to the existing literature on library user satisfaction and loyalty by providing insights that can guide library management in enhancing service delivery and fostering a supportive academic environment.