Post on 03-Jan-2016
description
Project web site old.libqual.org
TM
November 12, 2002San Francisco, CA
Colleen CookBruce Thompson
AAHSL Spring 2002AAHSL Spring 2002
ResultsResults
AAHSL Spring 2002AAHSL Spring 2002
ResultsResults
LibQUAL+LibQUAL+™™ Project Goals Project Goals
Establishment of a library service quality assessment program at ARL
Development of web-based tools for assessing library service quality
Development of mechanisms and protocols for evaluating libraries
Identification of best practices in providing library service
LibQUAL+LibQUAL+TM TM ParticipantsParticipants
Year 1
Year 2
Year 3
Spring 2001Spring 2000 Spring 2002
12 Participants
43 Participants
164 Participants
For More Information about Participants:
Visit the LibQUAL+ web site.
Relationships: perceptions, Relationships: perceptions, service quality and satisfactionservice quality and satisfaction
….only customers judge quality;all other judgments are essentiallyirrelevant”
Zeithaml, Parasuraman, Berry. (1999). Delivering quality service. NY: The Free Press.
Source: Parasuraman, ARL Symposium on Measuring Service QualityWashington, DC, October 2000
Dimensions of LibraryDimensions of LibraryService QualityService Quality
Affect of Service
Empathy
Information Access
Personal Control
Responsiveness
Symbol
Utilitarian space
Assurance
Scope
Timeliness
Convenience
Library as Place
LibraryServiceQuality
Refuge
Reliability
Ease of Navigation
Convenience
Modern Equipment
Affect of ServiceAffect of Service
Emerged as the dominant factor early in our work
Absorbed several of the original SERVQUAL questions measuring Responsiveness, Assurance and Empathy
In the current analysis also includes Reliability
All in all: the Human Dimension of Service Quality
Library as PlaceLibrary as Place
Transcends the SERVQUAL dimension of Tangibles to include the idea of the library as the campus center of intellectual activity
As long as physical facilities are adequate, library as place may not be an issue
Personal ControlPersonal Control
How users want to interact with the modern library
Personal control of the information universe in general and web navigation in particular
Access to InformationAccess to Information
Ubiquity of access: information delivered in the format, location and time of choice
Comprehensive collections
Sample SurveySample SurveySpring 2002Spring 2002
Sample Survey…Sample Survey…continuedcontinued
Sample Survey…Sample Survey…continuedcontinued
42 — ARL Libraries 35 — Health Sciences Libraries 36 — State Colleges & Universities
(excluding ARL) 34 — Private Colleges & Universities
(excluding ARL) 15 — Community Colleges 2 — Special & Public Libraries
(Smithsonian & NYPL)
LibQUAL+LibQUAL+ 2002 Iteration 2002 Iteration
The Challenge of AnalysisThe Challenge of Analysis
There 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.
There are commonalities in service delivery profiles that merit further investigation.
In the long run, information that may be derived from demographic responses of individuals may yield the richest data.
Note: LibQUAL+ Spring 2002 Survey Results - AAHSL. (2002). Vol. 3, p. 14
Respondents by Age Respondents by Age
Note: LibQUAL+ Spring 2002 Survey Results - AAHSL. (2002). Vol. 3, p. 15
Respondents by SexRespondents by Sex
Note: LibQUAL+ Spring 2002 Survey Results - AAHSL. (2002). Vol. 3, p. 16
AAHSL Respondents by DisciplineAAHSL Respondents by Discipline(n=13,976)(n=13,976)
Note: LibQUAL+ Spring 2002 Survey Results - AAHSL. (2002). Vol. 3, p. 18
ARL AAHSL ALL
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
ReliabilityReliability
Factor Analysis - ARLFactor Analysis - ARL
Factor 1 Factor 2 Factor 3 Factor 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
Factor Analysis -AAHSLFactor Analysis -AAHSL
Factor 1 Factor 2 Factor 3 Factor 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
Dimension Minimum Desired Perceived SA Gap
Access to Information 6.62 7.95 6.92 0.31
Affect of Service 6.62 7.95 7.34 0.72
Library as Place 5.95 7.34 6.79 0.84
Personal Control 6.82 8.20 7.15 0.33
AAHSL Dimension MeansAAHSL Dimension Means(n=13,976)(n=13,976)
Note: LibQUAL+ Spring 2002 Survey Results - AAHSL. (2002). Vol. 3, p. 22
6.0000
6.2000
6.4000
6.6000
6.8000
7.0000
7.2000
6.0000 6.2000 6.4000 6.6000 6.8000 7.0000 7.2000
2001 Data
2002 D
ata
Mean Perceived ScoresMean Perceived Scores2001/2002 Trend 2001/2002 Trend
(n=34)(n=34)
Two Interpretation Two Interpretation FrameworksFrameworks
Score Norms
Zone of Tolerance
Zone of ToleranceZone of Tolerance
The area between minimally acceptable and desired service quality ratings
Perception ratings ideally fall within the Zone of Tolerance
AAHSL DimensionAAHSL DimensionSummary Summary
(n=13,976)(n=13,976)
Note: LibQUAL+ Spring 2002 Survey Results - AAHSL. (2002). Vol. 3, p. 22
Ave
rage
Rat
ing
9.0
8.0
7.0
6.0
5.0
4.0
3.0
2.0Access to
InformationAffect of Service
Library as PlacePersonal Control
Undergraduate AAHSL Undergraduate AAHSL (n=638)(n=638)
Note: LibQUAL+ Spring 2002 Survey Results - AAHSL. (2002). Vol. 3, p. 28
Graduate AAHSL Graduate AAHSL (n=4,788)(n=4,788)
Note: LibQUAL+ Spring 2002 Survey Results - AAHSL. (2002). Vol. 3, p. 36
Faculty AAHSL Faculty AAHSL (n=4,962)(n=4,962)
Note: LibQUAL+ Spring 2002 Survey Results - AAHSL. (2002). Vol. 3, p. 44
Library Staff AAHSL Library Staff AAHSL (n=431)(n=431)
Note: LibQUAL+ Spring 2002 Survey Results - AAHSL. (2002). Vol. 3, p. 52
Local Questions - Faculty Local Questions - Faculty AAHSLAAHSL
Note: LibQUAL+ Spring 2002 Survey Results - AAHSL. (2002). Vol. 3, p. 50
Score NormsScore Norms
Norm Conversion Tables facilitate the interpretation of observed scores using norms created for a large and representative sample.
LibQUAL+TM norms have been created at both the individual and institutional level
Institutional Norms for Perceived Institutional Norms for Perceived Means on 25 Core Questions-AAHSLMeans on 25 Core Questions-AAHSL
Note: Thompson, B. LibQUAL+ Spring 2002 Selected Norms, (2002).
ARLTop 40
6.84(.46)
ARLOther6.74(.27)
PrivateColleges
6.90(.49)
State Colleges& Universities
6.38(.30)
CommunityColleges
7.26(.55)
Overall Mean Scores and Overall Mean Scores and Service Adequacy Gap ScoresService Adequacy Gap ScoresBy Cohort GroupBy Cohort Group
2002 LibQUAL+2002 LibQUAL+ Iteration Iteration(n=162)(n=162)
AAHSL7.07(.56)
LibQUAL+LibQUAL+™ ™ Fundamental Contributions Fundamental Contributions to the Measurement of Effective Delivery to the Measurement of Effective Delivery
of Library Servicesof Library Services
Shift the focus of assessment from mechanical expenditure-driven metrics to user-centered measures of quality
Re-ground gap theory for the library sector, especially academic libraries
Grounded questions yield data of sufficient granularity to be of value at the local level
Determine the degree to which information derived from local data can be generalized, providing much needed “best practices” information
Demonstrate the efficacy of large-scale administration of user-centered assessment transparently across the web
Makes little demand of local resources and expertise
Recognize the limitations of Recognize the limitations of listening to customerslistening to customers
Customers 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
Innovation is the responsibility of staff
Anthony W. Ulwick, Harvard Business Review, January 2002
Shift the focus to outcomesShift the focus to outcomes
Plan outcome-based customer interviews Capture desired outcomes Organize the outcomes Rate the outcomes for importance and satisfaction
– Opportunity algorithm:
(Importance+(Importance-Satisfaction)=Opportunity) Use the outcomes to jump-start innovation
Anthony W. Ulwick, Harvard Business Review, January 2002
When desired outcomes When desired outcomes become the focus of customer become the focus of customer research, innovation becomes research, innovation becomes
a manageable, predictable a manageable, predictable discipline.discipline.
Anthony W. Ulwick, Harvard Business Review, January 2002
SummarySummary Survey can handle large numbers Survey can be turned around quickly Limited local expertise required Interpretations should be across chosen
cohorts Lots of opportunities for using demographics
to discern user behaviors Q-technique and other tests will provide
opportunities to observe how institutions may cluster
LibQUAL+LibQUAL+ Related Related DocumentsDocuments
LibQUAL+LibQUAL+ Web Site http://www.libqual.org
LibQUAL+LibQUAL+ Bibliographyhttp://www.coe.tamu.edu/~bthompson/servqbib
Survey Participants Procedures Manual http://www.arl.org/libqual/procedure/lqmanual2.pdf