1. Project web site old.libqual.org TM November 12, 2002 San Francisco, CA Colleen Cook Bruce Thompson AAHSL Spring 2002 Results Results

2. LibQUAL+™ Project Goals uEstablishment of a library service quality assessment program at ARL uDevelopment of web-based tools for assessing library service quality uDevelopment of mechanisms and protocols for evaluating libraries uIdentification of best practices in providing library service

3. LibQUAL+ TM Participants Year 1 Year 2 Year 3 Spring 2001Spring 2000Spring 2002 12 Participants 43 Participants 164 Participants For More Information about Participants: Visit the LibQUAL+ web site.

4. Relationships: perceptions, service quality and satisfaction ….only customers judge quality; all other judgments are essentially irrelevant” Zeithaml, Parasuraman, Berry. (1999). Delivering quality service. NY: The Free Press.

5. Source: Parasuraman, ARL Symposium on Measuring Service Quality Washington, DC, October 2000

6. Dimensions of Library Service Quality

7. Affect of Service uEmerged as the dominant factor early in our work uAbsorbed several of the original SERVQUAL questions measuring Responsiveness, Assurance and Empathy uIn the current analysis also includes Reliability uAll in all: the Human Dimension of Service Quality

8. Library as Place uTranscends the SERVQUAL dimension of Tangibles to include the idea of the library as the campus center of intellectual activity uAs long as physical facilities are adequate, library as place may not be an issue

9. Personal Control uHow users want to interact with the modern library uPersonal control of the information universe in general and web navigation in particular

10. Access to Information uUbiquity of access: information delivered in the format, location and time of choice uComprehensive collections

11. Sample Survey Spring 2002

12. Sample Survey… continued

14. u42 — ARL Libraries u35 — Health Sciences Libraries u36 — State Colleges & Universities (excluding ARL) u34 — Private Colleges & Universities (excluding ARL) u15 — Community Colleges u 2 — Special & Public Libraries (Smithsonian & NYPL) LibQUAL+  2002 Iteration

15. The Challenge of Analysis uThere are few, if any useful conclusions to be drawn from aggregate data of all institutions, because their missions and subsequent user expectations for service are too diverse. uThere are commonalities in service delivery profiles that merit further investigation. uIn the long run, information that may be derived from demographic responses of individuals may yield the richest data.

16. Note: LibQUAL+  Spring 2002 Survey Results - AAHSL. (2002). Vol. 3, p. 14

17. Respondents by Age Note: LibQUAL+  Spring 2002 Survey Results - AAHSL. (2002). Vol. 3, p. 15

18. Respondents by Sex Note: LibQUAL+  Spring 2002 Survey Results - AAHSL. (2002). Vol. 3, p. 16

19. AAHSL Respondents by Discipline (n=13,976) Note: LibQUAL+  Spring 2002 Survey Results - AAHSL. (2002). Vol. 3, p. 18

20. ARLAAHSLALL Service Affect.9335.9383.9359 Information Access.7257.7310.7329 Personal Control.8574.8683.8632 Library as Place.8803.8841.8822 Total.9440.9462.9466 Reliability

21. Factor Analysis - ARL Factor 1Factor 2Factor 3Factor 4 PER1.74074.09798.22813.13893 PER4.76968.14880.16621.11769 PER11.61345.20213.30223.28547 PER14.72741.21757.20249.16775 PER15.81164.20597.16619.14916 PER17.70031.16445.26015.26475 PER18.77420.14916.23639.22295 PER20.70169.20824.10965.25935 PER24.72519.22845.18688.30158 PER2.14912.76235.18906.09831 PER10.15863.82368.15950.13835 PER13.22709.76898.14131.16375 PER21.25095.66728.13458.28148 PER23.20175.80210.09136.24419 PER3.14712.17182.24653.63352 PER8.24266.06548.20828.59560 PER9.24572.14733.18770.62711 PER19.23741.24919.15997.40427 PER22.17337.27128.16268.69340 PER5.17869.11786.68164.18534 PER6.26893.22800.65036.26280 PER7.19832.12850.77579.20734 PER12.32984.17789.67501.25145 PER16.40452.19759.61748.29265 PER25.34270.25664.31022.48590 Willingness to help users Employees who are consistently cou Dependability handling users^ serv Giving users individual attention Employees deal w users in a caring Employees knowledge to answer user Readiness to respond to users^ que Employees who instill confidence I Employees understand needs of thei Space that facilitates quiet study A haven for quiet and solitude A place for reflection and creativ A comfortable and inviting locatio A contemplative environment Complete runs of journal titles Timely document delivery/interlibr Interdisc library needs being addr Convenient business hours Comprehensive print collections Elec resources accessible from hom Modern equip me easily access the Lib website enabling me locate inf Easy-use tools allow find things o Info easily accessible for indepen Convenient access to library colle Service Affect Library as place Access to info Personal Control

22. Factor Analysis -AAHSL Factor 1Factor 2Factor 3Factor 4 PER1.74631.11193.23375.15152 PER4.78240.15032.16335.09452 PER11.62759.21557.32707.25809 PER14.73143.22974.20182.17303 PER15.81467.20547.17480.13066 PER17.72294.17970.30102.21068 PER18.79667.15323.24718.16878 PER20.70351.25903.13907.20958 PER24.72570.25733.23291.23868 PER2.15321.75156.17717.08914 PER10.16388.81570.15353.12552 PER13.21241.78659.12056.14568 PER21.25498.69526.17995.17608 PER23.21213.80711.10798.19988 PER3.11562.16898.34314.62728 PER8.27914.08067.15292.67910 PER9.27207.17922.12047.69040 PER19.32467.34887.24917.14587 PER22.14463.28043.28386.64062 PER5.15637.12099.71391.18215 PER6.30260.25939.65716.19358 PER7.25847.12895.75553.19686 PER12.36238.18757.66909.22491 PER16.42692.21819.65005.22073 PER25.34239.28441.40182.38419 Willingness to help users Employees who are consistently cou Dependability handling users^ serv Giving users individual attention Employees deal w users in a caring Employees knowledge to answer user Readiness to respond to users^ que Employees who instill confidence I Employees understand needs of thei Space that facilitates quiet study A haven for quiet and solitude A place for reflection and creativ A comfortable and inviting locatio A contemplative environment Complete runs of journal titles Timely document delivery/interlibr Interdisc library needs being addr Convenient business hours Comprehensive print collections Elec resources accessible from hom Modern equip me easily access the Lib website enabling me locate inf Easy-use tools allow find things o Info easily accessible for indepen Convenient access to library colle Service Affect Library as place Access to info Personal Control

23. DimensionMinimumDesiredPerceivedSA Gap Access to Information6.627.956.920.31 Affect of Service6.627.957.340.72 Library as Place5.957.346.790.84 Personal Control6.828.207.150.33 AAHSL Dimension Means (n=13,976) Note: LibQUAL+  Spring 2002 Survey Results - AAHSL. (2002). Vol. 3, p. 22

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

25. Two Interpretation Frameworks uScore Norms uZone of Tolerance

26. Zone of Tolerance uThe area between minimally acceptable and desired service quality ratings uPerception ratings ideally fall within the Zone of Tolerance

27. AAHSL Dimension Summary(n=13,976) Note: LibQUAL+  Spring 2002 Survey Results - AAHSL. (2002). Vol. 3, p. 22 Average Rating 9.0 8.0 7.0 6.0 5.0 4.0 3.0 2.0 Access to Information Affect of Service Library as Place Personal Control

28. Undergraduate AAHSL (n=638) Note: LibQUAL+  Spring 2002 Survey Results - AAHSL. (2002). Vol. 3, p. 28

29. Graduate AAHSL (n=4,788) Note: LibQUAL+  Spring 2002 Survey Results - AAHSL. (2002). Vol. 3, p. 36

30. Faculty AAHSL (n=4,962) Note: LibQUAL+  Spring 2002 Survey Results - AAHSL. (2002). Vol. 3, p. 44

31. Library Staff AAHSL (n=431) Note: LibQUAL+  Spring 2002 Survey Results - AAHSL. (2002). Vol. 3, p. 52

32. Local Questions - Faculty AAHSL Note: LibQUAL+  Spring 2002 Survey Results - AAHSL. (2002). Vol. 3, p. 50

33. Score Norms uNorm Conversion Tables facilitate the interpretation of observed scores using norms created for a large and representative sample. uLibQUAL+ TM norms have been created at both the individual and institutional level

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

35. ARL Top 40 6.84 (.46) ARL Other 6.74 (.27) Private Colleges 6.90 (.49) State Colleges & Universities 6.38 (.30) Community Colleges 7.26 (.55) Overall Mean Scores and Service Adequacy Gap Scores By Cohort Group 2002 LibQUAL+  Iteration (n=162) AAHSL 7.07 (.56)

36. LibQUAL+™ Fundamental Contributions to the Measurement of Effective Delivery of Library Services uShift the focus of assessment from mechanical expenditure-driven metrics to user-centered measures of quality uRe-ground gap theory for the library sector, especially academic libraries uGrounded questions yield data of sufficient granularity to be of value at the local level uDetermine the degree to which information derived from local data can be generalized, providing much needed “best practices” information uDemonstrate the efficacy of large-scale administration of user-centered assessment transparently across the web uMakes little demand of local resources and expertise

37. Recognize the limitations of listening to customers uCustomers have a limited frame of reference and tend to offer incremental, rather than bold, suggestions –A better slide rule –The microwave oven, Post-it Notes, Velcro uInnovation is the responsibility of staff Anthony W. Ulwick, Harvard Business Review, January 2002

38. Shift the focus to outcomes uPlan outcome-based customer interviews uCapture desired outcomes uOrganize the outcomes uRate the outcomes for importance and satisfaction –Opportunity algorithm: (Importance+(Importance-Satisfaction)=Opportunity) uUse the outcomes to jump-start innovation Anthony W. Ulwick, Harvard Business Review, January 2002

39. When desired outcomes become the focus of customer research, innovation becomes a manageable, predictable discipline. Anthony W. Ulwick, Harvard Business Review, January 2002

40. Summary uSurvey can handle large numbers uSurvey can be turned around quickly uLimited local expertise required uInterpretations should be across chosen cohorts uLots of opportunities for using demographics to discern user behaviors uQ-technique and other tests will provide opportunities to observe how institutions may cluster

41. LibQUAL+  Related Documents LibQUAL+  LibQUAL+  Web Site http://www.libqual.org LibQUAL+  LibQUAL+  Bibliography http://www.coe.tamu.edu/~bthompson/servqbib Survey Participants Procedures Manual http://www.arl.org/libqual/procedure/lqmanual2.pdf