lecture presented at the Lecture-Forum sponsored by the Ninoy Aquino Library and Learning Resource Center of the Polytechnic University of the Philippines (Sta. Mesa, Manila, 26 April 2011), by Fe Angela M. Verzosa

1. Delivering service quality and
satisfying Library customers in a
changing environment
By Fe Angela M. Verzosa
Ninoy Aquino Library and Learning Resource Center
Polytechnic University of the Philippines
Sta. Mesa, Manila, 26 April 2011

2. Challenges in the changing environment
• focus on accountability -increasing
demand for libraries to demonstrate
outcomes/impacts in areas of importance
to institution
• emphasis on assessment of
student performance
• financial pressures - increasing pressure
to maximize use of resources
• expectation for rapid document
delivery
• user education in new technologies
• migration to online full-text
sources
• greater need for staff training
• need for Best Practices

3. Changes in library services
• Online access to library
catalogues, databases and
the Internet
•Online/offline access to
digital resources
• Database searching
• Electronic reference
• Online circulation service
• Information literacy
program
• Public relations services
• Library promotion and
marketing
• Epublishing

4. •What is library service quality?
•Is service quality synonymous to satisfaction?
•How can Libraries as a service provider
improve service quality?
•What are the dimensions of service quality?
•What is the difference between Libqual+ and
the original Ten Determinants of Service
Quality?
•How can Libraries deliver quality service and
satisfy customers in a changing
information environment?

5. Service Quality
“Libraries are in the service business. The
most important product they have is service.
Without service, libraries are indistinguishable
from museums or … they are a combination of
a maze and morgue for books. Service is a
pervasive ethic of the profession of
librarianship.”
(Gorman, 1999)

6. In the user-centered library, quality service
and user satisfaction are our primary goals …

7. service quality and satisfaction
are not synonymous concepts
•Both service quality and
satisfaction can be an
end in themselves
•Each may be examined
as a framework for
evaluating library
services from a
customer's perspective

8. service quality and satisfaction
are not synonymous concepts
Service quality is an
evaluation of
specific attributes,
probes into precise
statements on which
the library seeks
customer input.
Satisfaction focuses on a specific transaction or, in
the case of overall satisfaction, it is a cumulative
judgment based on collective encounters, of
emotional reactions to an experience or collection of
experiences.

9. What is service quality?
• Service quality focuses on the needs and
expectations of customers to improve
products and/or services.
• Service quality measures the gap between
the customer’s level of expectation (from
minimal to desired, to perceived) and how
well they rated the service(s).
• Measuring service quality in libraries can
be both a specific project as well as a
continuous process to enhance and improve
services.

10. Why measure service quality?
• to identify where services
need improvement from
users point of view
• to provide services that
are more closely aligned
with the expectations of
your users
• to compare our service quality with other
institutions in an effort to develop
benchmarks or best practices

11. Service Quality
• Demands understanding,
appreciating and
responding to user
perceptions
• Commits to continuous
evaluation and improve-
ment
• Learns from good and bad services outside the library
• Acknowledges the interdependence of content,
technology, facilities and (human) service
• Requires a staff knowledgeable of content, savvy with
technology, and committed to listening to and valuing
user input
• Encourages advice and suggestions for service
innovation

12. What to measure?
• decide if you want to measure a specific
aspect of your library and information
service (e.g. the provision of information
literacy program) or the service as a whole?
• If the whole service, decide all needed
indicators from each aspect of the service:
e.g. inter-library loans, literature searching,
inquiry handling, library orientation, etc.

13. How to measure service quality?
Qualitative Methods: interviews, focus groups,
observation
Quantitative Methods: surveys (questionnaires,
customer comments cards), statistics (routine
data collection)
Standard tools:
– SERVQUAL
– LibQUAL+ (an adaptation from SERVQUAL, specially
for use in library and information services)
– ISO Standards
– Local Library Standards

14. Servqual dimensions
• Tangibles: appearance of physical facilities,
equipment, personnel, and communication
materials/resources
• Reliability: ability to perform the promised service
dependably and accurately
• Responsiveness: willingness to help customers and
provide prompt service
• Assurance: knowledge and courtesy of employees
and their ability to convey trust and confidence
• Empathy: the caring, individualized attention given
to the customers

15. Libqual+ metrics
• Service Affect – Human dimension
of service quality (empathy,
responsiveness, and assurance)
• Library as a Place – Library as
center of intellectual activity;
physical facilities; location; space
use
• Personal Control – Interaction with
modern library; digital
personalization and navigation; web
presence
• Information Access – Ease of
access; comprehensive collections;
relevant and timely information;
content
http://www.libqual.org/home

16. Libqual+ metrics
Library
Affect of Service Service Personal Control
Quality
Empathy Ease of Navigation
Responsiveness Convenience
Assurance M odern Equipment
Reliability
Information Access Library as Place
Content/Scope Utilitarian space
Timeliness Symbol
Convenience Refuge

17. Sample Survey

24. Original Ten Dimensions for
Evaluating Library Service Quality…
• There are ten general
determinants of
service quality that
can be applied to most
types of service.
• These are general
criteria that can be
used to assess the
quality of service
customers expect and
receive.

25. Determinants of Perceived Service
Quality
Dimensions of Service
Word of Personal Past
Quality Mouth Needs Experience
1. Access
2. Communication
3. Competence
External
4. Courtesy Expected Communication
5. Credibility Service to Customers
6. Reliability
7. Responsiveness Service Perceived
Quality Service
8. Security
Gap Quality
9. Tangibles
10. Understanding/Knowing
the Customer Perceived
Service
© A. Parasuraman, University of Miami; not to be reproduced or disseminated without the author’s permission 25

26. Correspondence between SERVQUAL Dimensions and
Original Ten Dimensions for Evaluating Service Quality
Original Ten SERVQUAL Dimensions
Dimensions for
Evaluating Service
Quality TANGIBLES RELIABILITY RESPONSIVENESS ASSURANCE EMPATHY
TANGIBLES
RELIABILITY
RESPONSIVENESS
COMPETENCE
COURTESY
CREDIBILITY
SECURITY
ACCESS
COMMUNICATION
UNDERSTANDING/
KNOWING THE
CUSTOMER
© A. Parasuraman, University of Miami; 2002 26

27. Determinants of Service Quality
1. Access - the ease and convenience of
accessing the service(s)
2. Communication - keeping your users
informed; listening to your users
3. Competence - having the skills and
knowledge to provide the service(s)
4. Courtesy - politeness, respect,
consideration, and friendliness of staff at
all levels
5. Credibility - trustworthiness, reputation
and image

28. Determinants of Service Quality
6. Reliability - providing consistent, accurate and
dependable service(s); delivering the service
as promised
7. Responsiveness - being willing and ready to
provide service(s) when needed
8. Security - physical safety; financial security;
confidentiality
9. Understanding the customer - knowing
individual customer needs
10. Tangibles - the physical aspects of the
service such as equipment, facilities,
resources

29. Access - the ease and convenience
of accessing the service(s)
• convenient service hours
• alternative methods to
accessing services: e.g.
telephone and internet/
email; “Ask the Librarian”
• access to digital collections
from PC or remote access
• Instruction in use and/or
training sessions, when
needed
• availability of required
information / materials
• timely document delivery
service

30. Communication - keeping your users
informed; listening to your users
• visible and
visually appealing
signages
associated with
the service
• comprehensive
pamphlets/guides
and flyers
• clear suggestions
and complaints
procedures

31. Competence - having the skills and
knowledge to provide the service(s)
• all staff knowing their
job (duties/functions)
• Library staff with the
knowledge to answer
user's questions
• licensed professionals
possessing required
competencies and
expertise
• Up-to-date knowledge
and skills

32. Courtesy - politeness, respect, consideration,
and friendliness of staff at all levels
• Library staff deal
with users in a
concerned or
considerate fashion
• Library staff show
respect and courtesy
at all times
• Library staff are
friendly and
approachable

33. Credibility - trustworthiness,
reputation and image
• Library staff instill
confidence in users
• Library staff assure
users of the accuracy
and confidentiality of
their personal
information/data
• Library staff keep
users well-informed
• Library staff keep
their promises

34. Reliability - providing consistent,
accurate and dependable service(s)
• accuracy of
information provided
• performing services
right the first time
• keeping promises and
deadlines
• keeping users
informed about when
services will be
performed
• Dependability in
handling user's
service problems

35. Responsiveness - being willing and ready to
provide service(s) when needed
• Prompt service to
users
• Willingness to help
users
• Readiness to respond
to user's questions
•Keeping users informed
about when services will be
performed
•Resolving problems quickly

36. Security - physical safety; financial
security; confidentiality
• The Library is a
safe place
• The Library is
well-secured
• Library services
are adequately
funded
• Library records/
personal data of
users are kept
with
confidentiality

37. Understanding the customer -
knowing individual customer needs
• tailoring services
where practical to
meet individual needs
• having the users' best
interests at heart
• giving users individual
attention
• keeping users
professional and
personal preferences
in mind

38. …and matching needs and users

39. Tangibles - physical aspects of the service
such as equipment, facilities, resources
Visually appealing
facilities

40. Visually appealing
materials
associated with
the service
• Modern up-to-date
equipment/facilities
• Convenient service hours

41. Library as a Place…

42. Library as a Place…
A place to read

43. Library as a Place
Space that enables quiet study

44. Library as a Place
• A place for
reflection and
creativity
•A comfortable and
inviting location

45. PROCESS MODEL FOR CONTINUOUS MEASUREMENT AND IMPROVEMENT
OF SERVICE QUALITY
DO YOUR CUSTOMERS PERCEIVE YES CONTINUE TO MONITOR
YOUR OFFERINGS AS MEETING CUSTOMERS’ EXPECTATIONS
OR EXCEEDING THEIR EXPECTATIONS? AND PERCEPTIONS
NO
DO YOU HAVE AN ACCURATE NO TAKE CORRECTIVE ACTION
UNDERSTANDING OF
CUSTOMERS’ EXPECTATIONS?
YES
ARE THERE SPECIFIC NO
TAKE CORRECTIVE ACTION
STANDARDS IN PLACE TO MEET
CUSTOMERS’ EXPECTATIONS?
YES
DO YOUR OFFERINGS MEET OR NO
TAKE CORRECTIVE ACTION
EXCEED THE STANDARDS?
YES
NO
IS THE INFORMATION TAKE CORRECTIVE ACTION
COMMUNICATED TO CUSTOMERS
ABOUT YOUR OFFERINGS ACCURATE?
YES
© A. Parasuraman, University of Miami; not to be reproduced or disseminated without the author’s permission 45

46. How to deliver service quality and satisfaction?
• Understand customers’ service expectations and
how well those expectations are being met
• Work systematically to remove organizational
barriers that lead to poor customer service
• Recognize and capitalize on the increasing role
of technology in serving customers, but …
• Be cognizant of customers’ and staff’s readiness
to embrace technology-based services
• Continuously monitor customers’ and staff’s
reactions to, and experiences with, library
innovations
46

47. References/Further Readings
• Hernon, Peter and Nitecki, Danuta A. (21 April 2011). Service
Quality: A Concept Not Fully Explored. Library Trends.
http://findarticles.com/p/articles/mi_m1387/is_4_49/ai_77811351/
• Kyrillidou, M. Heath, F.H. (2001). Measuring Service Quality.
Library Trends: 49 (4): 541-799.
http://proquest.umi.com/pqdweb?RQT=572&TS=1250603063&clientId=
109526&VType=PQD&VName=PQD&VInst=PROD&PMID=23866&
PCID=1436580&SrtM=0&SrchMode=3&aid=1
• Measuring Service Quality by M Kyrillidou - 2001 – powerpoint
presentation
http://www.google.com.ph/url?sa=t&source=web&cd=4&ved=0CDAQF
jAD&url=http%3A%2F%2Ffoliozmsq.pbworks.com%2Ff%2Fmeasuring
.ppt&rct=j&q=library%20service%20quality%20ppt&ei=FhSgTfGhBsO
DcNzofEB&usg=AFQjCNEH8tLMCO9Tl3xCOc1GjDcpHSQijQ&sig2
=ut9o9XQ2qOLIA8rujAwrnA&cad=rjt

48. References/Further Readings
• Parasuraman, A. University of Miami. Library Assessment and
Benchmarking Institute (LAB 2002). Monterey, CA. September 13,
2002
http://www.google.com.ph/url?sa=t&source=web&cd=1&sqi=2&ved=0C
BUQFjAA&url=http%3A%2F%2Fwww.sla.org%2FPresentations%2Fsld
c%2Fparsu_LAB2002pp.ppt&rct=j&q=Parasuraman%20Lab%202002&e
i=JfGvTYbBBoyWvAOA9JSfBw&usg=AFQjCNFiiWyRvAZhXOFiSoF
MlHi3n0AaOQ&sig2=W0_biZmQW4WUh3CU2QYI1g&cad=rjt
• Bertot, John Carlo. Measuring Service Quality in the Networked
Environment: Approaches and Considerations.
http://findarticles.com/p/articles/mi_m1387/is_4_49/ai_77811355/?tag=m
antle_skin;content
• Phipps, Shelley. Beyond Measuring Service Quality: Learning from
the Voices of the Customers, the Staff, the Processes, and the
Organization.
http://findarticles.com/p/articles/mi_m1387/is_4_49/ai_77811349/?tag
=mantle_skin;content

49. Questions?
Contact famverzosa@yahoo.com