Developing 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)

Document Type : Original Article


Assistant Profesor, Manaegment & Entrepreneuship Department, Humanity Faculty University Of Kashan, Kashan, Iran.


Objectives: 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.
Therefore, the purpose of this study is to identify the dimensions, structures, and components affecting the quality of the National Library and Archives of Iran Website and also to provide a suitable model to investigate the effect of this quality on user satisfaction and loyalty using of structural equation modeling. Prioritizing the components affecting the quality of electronic services of the National Archives of Iran website from the users' point of view is another aim that this research seeks to achieve. Finally, based on the research results, solutions to improve the quality of services of this website, increase user satisfaction, and ultimately their loyalty to the organization are presented. The present study aimed to identify the quality criteria and components and thus improve the effectiveness of the National Library and Archives of Iran Website.
Methods: Data were collected using a researcher-made questionnaire. The content quality of the website included 5 components and 43 sub-components and the structural quality of the website included 3 components and 26 sub-components. Finally, satisfaction and Users' loyalty to the E-services of the National Library and Archives of Iran Website have been measured with 5 and 4 sub-components, respectively. Finally, these criteria were ranked using the TOPSIS multi-criteria decision-making method.
Results: Results show that the content and structural quality of the National Library and Archives of Iran Website are acceptable; so, its users are satisfied and loyal. 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.
Conclusions: 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 their 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 guarantee the satisfaction and loyalty of the organization's customers. The results presented in this study, while confirming this relationship, provide a complete and comprehensive model for measuring the quality of content and structure of E-services website-based and help executives and managers to identify improvable points of these services.


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