TM Project web site www.arl.org/libqual/ Invited Address October, 2004 South Africa.

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Presentation transcript:

TM Project web site Invited Address October, 2004 South Africa

Presented by : Bruce Thompson “22 Items and a Box: LibQUAL+ TM as One Measure of Perceived Library Service Quality”

The LibQUAL+™ Premise PERCEPTIONS SERVICE “….only customers judge quality; all other judgments are essentially irrelevant” Note. Zeithaml, Parasuraman, Berry. (1999). Delivering quality service. NY: The Free Press.

Note. A. Parasuraman. The SERVQUAL Model: Its Evolution And Current Status. (2000). Paper presented at ARL Symposium on Measuring Service Quality, Washington, D.C. Multiple Methods of Listening to Customers  Mystery shopping  Transactional surveys*  New, declining, and lost-customer surveys  Focus group interviews  Customer advisory panels  Service reviews  Customer complaint, comment, and inquiry capture  Total market surveys*  Employee field reporting  Employee surveys  Service operating data capture  *A SERVQUAL-type instrument is most suitable for these methods

“In an age of accountability, there is a pressing need for an effective and practical process to evaluate and compare research libraries. In the aggregate, among the 124 Association of Research Libraries (ARL) alone, over $3.2 billion dollars were expended in 2000/2001 to satisfy the library and information needs of the research constituencies in North America.” The Imperative for our Research Note. M. Kyrillidou and M. Young. (2002). ARL Statistics Washington, D.C.: ARL, p.5.

Note. M. Kyrillidou and M. Young. (2002). ARL Statistics Washington, D.C.: ARL, p.7. Total Circulation

Note. M. Kyrillidou and M. Young. (2002). ARL Statistics Washington, D.C.: ARL, p.7. Reference Transactions

Spring 2000 Year 1 12 Participants English For More Information about Participants: Visit the LibQUAL+  web site. Year 2 43 Participants Year Participants 316 Participants English Dutch French Swedish Year 4 Spring 2001 Spring 2002 Spring 2003 LibQUAL+  Participants

13 Libraries English LibQUAL+™ Version 4000 Respondents QUAL QUAN QUAL QUAN QUAL PURPOSE DATA ANALYSIS PRODUCT/RESULT Describe library environment; build theory of library service quality from user perspective Test LibQUAL+™ instrument Refine theory of service quality Refine LibQUAL+™ instrument Test LibQUAL+™ instrument Refine theory Unstructured interviews at 8 ARL institutions Web-delivered survey Unstructured interviews at Health Sciences and the Smithsonian libraries to survey administrators Web-delivered survey Focus groups Content analysis: (cards & Atlas TI) Reliability/validity analyses: Cronbachs Alpha, factor analysis, SEM, descriptive statistics Content analysis Reliability/validity analyses including Cronbachs Alpha, factor analysis, SEM, descriptive statistics Content analysis Vignette Re-tooling Iterative Emergent Libraries English, Dutch, Swedish, German LibQUAL+™ Versions 160,000 anticipated respondents LibQUAL+™ Project Case studies 1 Valid LibQUAL+™ protocol Scalable process Enhanced understanding of user-centered views of service quality in the library environment 2 Cultural perspective 3 Refined survey delivery process and theory of service quality 4 Refined LibQUAL+™ instrument 5 Local contextual understanding of LibQUAL+™ survey responses 6

Why the Box is so Damn Important LibQUAL+ 

1. About 40% of participants provide open-ended comments, and these are linked to demographics and quantitative data. LibQUAL+ 

2. Users elaborate the details of their concerns. LibQUAL+ 

3. Users feel the need to be constructive in their criticisms, and offer specific suggestions for action. LibQUAL+ 

Survey Instrument

Dimensions of Library Service Quality

By Language ServiceInfo.Lib as Group n AffectControlPlaceTOTAL American (all)59, British (all) 6, French (all) alpha By Language

By University Type ServiceInfo.Lib as Group n AffectControlPlaceTOTAL Comm Colleges 4, yr Not ARL36, yr, ARL14, Acad Health 3, alpha by University Type

Validity Correlations Serv_AffInfo_ConLibPlaceTOTALper Serv_Aff Info_Con LibPlace TOTALper ESAT_TOT EOUT_TOT

LibQUAL+™ 2003 Summary Colleges or Universities

Score Norms u Norm Conversion Tables facilitate the interpretation of observed scores using norms created for a large and representative sample. u LibQUAL+  norms have been created at both the individual and institutional level

Institutional Norms for Perceived Means on 25 Core Questions Note: Thompson, B. LibQUAL+  Spring 2002 Selected Norms, (2002).

2003 LibQUAL+™ Survey Activity

Mean Perceived Scores 2001/2002 Trend (n=34)

LibQUAL+  Related Documents LibQUAL+  LibQUAL+  Web Site LibQUAL+  LibQUAL+  Bibliography Survey Participants Procedures Manual

LibQUAL+  Related Documents Sample Library Results Reports Sample Library Results Reports Sample LibQUAL+  Sample LibQUAL+  Notebooks