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Utilising social media to improve relationship quality: the case of the university library
by Melissa N. Clark; Scott D. Bacon
International Journal of Electronic Customer Relationship Management (IJECRM), Vol. 11, No. 4, 2018


Abstract: As the centre of academic life at a university, the university library plays an important role in how students perceive their relationship with the university. This study analyses the effect that participation in library social media has on student perception of relationship quality with the university. The hypotheses proposed in this study were found to be substantiated: following the library on social media is positively related to a student's perception of their relationship quality with the university; students interested in multiple library services are likely to report the perception of a higher quality relationship with the university.

Online publication date: Tue, 13-Nov-2018


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