LibQual TM

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LibQualTM
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UW-Madison LibQual Working Group

• Mary Folster
• Tanner Wray
• Karl Debus-Lopez
• Susan Barribeau
• Liz Owens
• Rachel Watters, Wendt
• Sue Center, Law
• Mitch Lundquist (ad hoc)
• lib-qual_at_library.wisc.edu

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SERVQUAL

• An instrument for measuring service quality.

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Development of SERVQUAL

• Focus group interviews to learn how customers
  view service quality
• Identified dimensions of service
• (ex courtesy, competence, credibility)
• Developed a scaled survey instrument to measure
  satisfaction with the distinct dimensions of
  service

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Gap Theory

• A service quality shortfall exists when there is
  a gap between customers expectations of the
  level of service and the level of service that
  they perceive as being received.

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Zone of Tolerance

• The area between minimally acceptable and desired
  service quality ratings
• Perceived ratings should, ideally, fall within
  the zone of tolerance

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Zone of Tolerance
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SERVQUAL
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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.
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Evolution of ARL participation

• September 1999 ARL announces the "New Measures
  Initiative." One of the five projects is a study,
  spearheaded by Texas AM, of the utility of
  service effectiveness measures using the SERVQUAL
  instrument.
• November 1999 Fred Heath, Dean and Director of
  Libraries at Texas AM University, invites
  several institutions to participate in the
  SERVQUAL project. The project will support
  additional participating institutions, each
  contributing 2,000. The largest portion of the
  project costs are supported by Texas AM
  foundation support is also sought.
• Feb. 200012 libraries in SERVQUAL project test
  the web data collection instrument along with
  Texas AM.

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Participants in the LibQUAL(TM) 2000 Survey(13
institutions)

• Michigan State University
• Texas AM University, College Station
• University of Arizona Library
• University of California, Santa Barbara,
  Libraries
• University of Connecticut Libraries
• University of Houston Libraries
• University of Kansas Libraries
• University of Minnesota Libraries
• University of Pennsylvania Libraries
• University of Pittsburgh
• University of Washington Libraries
• Virginia Polytechnic Institute and State
  University
• York University Libraries

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Evolution of ARL participation

• Sept. 2000ARL is awarded 498,368 grant to
  devise an instrument that libraries can use to
  test service quality. The grant covers ½ of
  3-year project. Texas AM covers the rest.
• Result is development of LibQual
• April 2001Spring administration of the LibQual
  survey. Approximately 34,000 individuals on 43
  campuses completed the survey, which measures
  library users' perceptions of service quality and
  identifies gaps between desired, perceived, and
  minimum expectations of service.
• 2002-2003 final two years of the 3-year project.
  Instrument goes through several iterations. The
  spring 2003 survey closes in early May. More than
  125,000 respondents completed the survey at 308
  institutions more than 200,000 respondents.

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Goals of LibQualTM

• Foster a culture of excellence in providing
  library service
• Help libraries better understand user perceptions
  of library service quality
• Collect and interpret library user feedback
  systematically over time
• Provide libraries with comparable assessment
  information from peer institutions
• Identify best practices in library service
• Enhance library staff members analytical skills
  for interpreting and acting on data

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LibQUALTM Participants
Spring 2000
Spring 2001
Spring 2002
Spring 2003
For More Information about Participants
Visit www.libqual.org
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UW-System

• Eau Claire
• Green Bay
• LaCrosse
• Madison (Engineering, Law)
• Milwaukee
• Oshkosh
• Platteville
• River Falls
• Stevens Point
• Stout
• Superior
• Whitewater

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Spring 2004 LibQUAL(TM) survey.

• Participant list
• www.libqual.org/Information/Participants/index.cf
  m

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LibQual 20034 Key Dimensions

• Access to Information
• Personal Control
• Affect of Service
• Library as Place

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LibQual 2004

• Access to Information and Personal Control
  combined to become one dimension
• Information Control

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Dimensions
2000 2001 2002 2003
41-items 56-items 25-items 22-items
Affect of Service Affect of Service Service Affect Service Affect
Reliability Reliability Library as Place Library as Place
Library as Place Library as Place Personal Control Information Control
Provision of Physical Collections Self-Reliance Information Access
Access to Information Access to Information
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LibQual

• 22 items and a box

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Library Values

• Library values are reflected in
• physical environment (Library as Space)
• warmth, empathy, reliability and assurance of
  library staff (Affect of Service)
• ability to control the information universe in an
  efficient way (Information Control)

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LibQual 2004Instrument

• 22 core items (3 dimensions)
• Added satisfaction items
• Additional 5 items
• Comments box
• Demographic questions

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LibQual 20043 Key Dimensions

• Information Control (8 items)
• Affect of Service (9 items)
• Library as Place (5 items)

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Service gap 3 dimensions

• When it comes to...
• My minimum service level is
• My desired service level is
• Perceived service performance
• All on scale of 1 to 9

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(No Transcript)
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Information Control

• Making electronic resources accessible from my
  home or office.
• A library Web site enabling me to locate
  information on my own.
• The printed library materials I need for my work.
  
• The electronic information resources I need.
• Modern equipment that lets me easily access
  needed information.
• Easy-to-use access tools that allow me to find
  things on my own.
• Making information easily accessible for
  independent use.
• Print and/or electronic journal collections I
  require for my work.

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Affect of Service

• Employees who instill confidence in users.
• Giving users individual attention.
• Employees who are consistently courteous.
• Readiness to respond to users' questions.
• Employees who have the knowledge to answer user
  questions.
• Employees who deal with users in a caring
  fashion.
• Employees who understand the needs of their
  users.
• Willingness to help users.
• Dependability in handling users' service
  problems.

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Library as Place

• Library space that inspires study and learning.
• Quiet space for individual activities.
• A comfortable and inviting location.
• A getaway for study, learning, or research.
• Community space for group learning and group
  study.

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Information Literacy Outcome Questions
strongly disagree to strongly agree

• The library helps me stay abreast of developments
  in my field(s) of interest.
• The library aids my advancement in my academic
  discipline.
• The library enables me to be more efficient in my
  academic pursuits.
• The library helps me distinguish between
  trustworthy and untrustworthy information.
• The library provides me with the information
  skills I need in my work or study.

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General Satisfaction Questions

• In general, I am satisfied with the way in which
  I am treated at the library. strongly disagree
  to strongly agree
• In general, I am satisfied with library support
  for my learning, research, and/or teaching needs.
  strongly disagree to strongly agree
• How would you rate the overall quality of the
  service provided by the library? extremely poor
  to extremely good

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Library Usage Patterns(daily,weekly,monthly,quate
rly,never)

• How often do you use resources on library
  premises?
• How often do you access library resources through
  a library Web page?
• How often do you use Yahoo(TM), Google(TM), or
  non-library gateways for information?

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Respondent Profile

• The library that you use most often
• Age
• Sex
• Discipline
• Position

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Comments Box

• Please enter any comments about library services
  in the box below
• No character limit
• We can see results immediately
• Can be analyzed and coded
• About 50 of respondents use it

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Incentive Drawing

• Enter your e-mail address in the box below if you
  would like to enter an optional drawing for a
  prize. Your e-mail address will be kept
  confidential and will not be linked to your
  survey responses. (Not required)

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LibQual

• Not a customer satisfaction survey.

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Customer Satisfaction Survey
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Zone of Tolerance
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Identifying the Gaps in Service
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LibQUAL? Assessment Survey
Zone of Tolerance (All)
Zone of Tolerance Texas AM University
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TAMU UndergraduateDimension Summary
9.0
8.0
7.0
6.0
5.0
4.0
3.0
2.0







Average Rating
Access to Information Affect of Service Library as Place Personal Control
Note LibQUAL? Spring 2002 Survey Results -
TAMU. (2002). Vol. 2, p. 26
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TAMU GraduateDimension Summary
9.0
8.0
7.0
6.0
5.0
4.0
3.0
2.0







Average Rating
Access to Information Affect of Service Library as Place Personal Control
Note LibQUAL? Spring 2002 Survey Results -
TAMU. (2002). Vol. 2, p. 34
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Faculty Dimension Summary
9.0
8.0
7.0
6.0
5.0
4.0
3.0
2.0







Average Rating
Access to Information Affect of Service Library as Place Personal Control
Note LibQUAL? Spring 2002 Survey Results -
TAMU. (2002). Vol. 2, p. 42
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Faculty Item Summary
Note LibQUAL? Spring 2002 Aggregate Survey
Results. (2002). vol. 2, p. 40
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Time line

• Early March create FAQ for public
• March 29 (tentative) launch survey
• April 16 (tentative) close survey
• Late April receive results
• May review results
• June LibQual participant meeting at ALA

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Survey implementation

• Random sample of email addresses
• Invitation to participate
• Embedded url
• Data analysis by ARL
• Results returned to us

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Results from survey

• Survey results notebook
• Users survey comments (and a box)
• Survey data (raw data Excel file)
• Norms tables
• Interactive statistics (make data comparisons)
• Graphs
• Institutional data tables (compare institutions
  by variable)

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What comes next?

• This is not the end of a project but the start of
  a process.

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What comes next?

• Results at close of survey
• http//www.library.drexel.edu/news/0401/libqual3.h
  tml
• Follow up training at ALA in June
• Content analysis of text box information
• Focus groups
• Future participation in surveys
• Planning activities

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For more information

• LibQual implementation team
• lib-qual_at_library.wisc.edu
• LibQual official web site
• www.libqual.org
• Staff web site
• www.library.wisc.edu4000/colldev/libqualuwmad.htm
  
• Preview survey
• http//www.libqual.org/Preview/index.cfm?ID952183