Analyzing the Influence of Marketing Intelligence and Risk-Taking of the Librarians of Kids/Teens Libraries on Competitive Advantage and User Loyalty

Abstract

Objective: The purpose of this paper is to analyze the influence of marketing intelligence and risk-taking of the librarians of kids/teens libraries on competitive advantage in user loyalty, in view of the parents. Methodology: This research is a descriptive research and was performed using surveys and correlation analysis. The data was collected using a researcher-made questionnaire. The statistical population consisted of parents whose children have used the library services of kids/teens libraries in the Isfahan City. Sample members were chosen by random sampling. SPSS23 and AMOS23 software were used for data analysis. Findings: The findings indicated that the two variables of marketing intelligence and risk-taking ability of the librarians have no direct, significant influence on user loyalty, while competitive advantage directly affects it. However, marketing intelligence and risk-taking ability can influence user loyalty if mediated through competitive advantage. Results: If the librarians of kids/teens libraries can use their marketing intelligence to take reasonable risks, they can create a competitive advantage in service provision. The users will hence realize this advantage, thus turning into loyal users. ©, Published with license by Taylor & Francis. © Elham Kiani, Mitra Pashootanizadeh and Azarnoush Ansari. ©, © Elham Kiani, Mitra Pashootanizadeh and Azarnoush Ansari.