Measuring service quality in an academic library

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Measuring service quality in an academic library: an Indian case study Ashok Kumar Sahu

234 Received 15 April 2006 Reviewed 15 May 2006 Revised 30 June 2006 Accepted 15 August 2006

Library Review Vol. 56 No. 3, 2007 pp. 234-243 # Emerald Group Publishing Limited 0024-2535 DOI 10.1108/00242530710736019

Institute for International Management and Technology, Gurgaon, Haryana, India Abstract Purpose – The aim of this study is to measure the perceptions of the Jawaharlal Nehru University (JNU) library users as they relate to quality service and to determine how far the JNU library has succeeded in delivering such service to its users. Design/methodology/approach – The research was carried out among the students and faculty members of the JNU. A questionnaire was used as the data gathering instrument. The instruments for data collection consisted of structured questions. All the closed ended questions were designed to elicit responses on a five point Likert scale to measure both respondent satisfaction and perception of service quality. Analysis of the collected data made use of the chi-square method. Findings – The results would appear to indicate that the JNU library is not lacking in quality of service. However, we need to note that quality information service is about helping users to define and satisfy their information needs, building their confidence in using information retrieval systems, and making the whole activity of working with library staff a pleasurable experience. To achieve total quality in information service the JNU library should provide a comprehensive information programme that is predicated on the needs and activities of the users. Originality/value – This study may help those libraries, who are seriously interested to develop user satisfaction and provide better service to the user. This study also suggests some recommendations about increasing the user satisfaction in the library service. Keywords Quality management, Service quality, Academic libraries, SERVQUAL Paper type Case study

Introduction Traditionally, the quality of an academic library has been described in terms of its collection and measured by the size of the library holdings and statistics on its use. This traditional method no longer fulfills the goals for successfully measuring the user’s demands for information. Now seems an apt time to evaluate the quality and significance of library service using alternative methods. To this end, the SERVQUAL method has evolved as a quality management instrument to measure service quality (Nitecki, 1996). Quality is the basic philosophy and requirement of library service and all libraries strive to deliver the highest quality of service. A quality service is one that fully meets the expectations and requirements of the users. If a library provides appropriate information to the right user at the right time and in the required form, then it could be argued to be maintaining quality. Quality library services mean satisfying the query of each and every user accurately, exhaustively and expeditiously (Sharma, 2001). The rapid development of information technology, tremendous speed of sociotechnical development and the changed needs of users have all added to the expectations of a service organization. It is evident that management skills must match these demands on and threats to library and information services. The application of quality management in libraries should establish a culture of never ending improvement of quality of products and services. Its implementation in libraries improves the image of the library staff and helps in public relations and marketing (Rajan and Ravi, 2001).

The concept of quality in library services The concept of service quality in the context of a library can be defined as the difference between users’ expectations and perceptions of service performance and the reality of the service. Service quality means being able to view services from the customer’s point of view and then meeting the customer expectation for service. The concept of service quality was defined as the difference between a library user’s expectations and perceptions of service performance to the mid 1970s (Oldman and Wills, 1977). Quality becomes a big issue when libraries try to expand their scope and improve their service. Identifying new ways to conceive of quality and to monitor its attainment are current challenges for libraries. In the library, quality may be recognized by the customers in terms of prompt delivery or error free services. Recently, some librarians have shifted their perspective of library services to represent a user driven view. The assessment of how well a library succeeds depends on the user as judge of quality. The primary goal of any library therefore should be to maximize user satisfaction and to potentially exceed the expectations of their users. Quality can also be seen as relating to the fitness of a service or product to its intended purpose or use, subject to the expectations of the customer or user. Quality, therefore, must be in conformity with the customer’s requirements or needs. This means that the quality of a service can be a definition of the customer’s perception of what is good or bad, acceptable or not acceptable service. Therefore, quality is an ongoing process where the user is a key determinant (Thapisa and Gamini, 1999). Parasuraman et al.’s (1988) customer based approach to conceptualize and measure service quality suggest intriguing alternative to view and measure the quality of library services. They identified five dimensions with which consumers judge services: .

Reliability: the ability to perform the promised service both dependably and accurately.

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Responsiveness: the willingness to help customers and to provide prompt service.

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Assurance: the knowledge and courtesy of employees as well as their ability to convey trust and confidence. Empathy: the provision of caring, individualized attention to customers.

. .

Tangibles: the appearance of physical facilities, equipment, personnel, and communication materials (Fitzsimmons and Fitzsimmons, 2000).

In the 21st century, the Indian economy is growing very fast in an international market. In this liberalization era, the service industries are an area, which is one of the key drivers for economic growth. Presently most of the Indian services sector is trying to implement quality management procedures for developing the standard of their product and satisfaction of the customers/users needs and demands. In India, service quality is a new concept for the service industries. As a result most of the academic libraries in India are now implementing quality management for developing the standard of services and to satisfy the demands of users. SERVQUAL – a concise literature review The SERVQUAL instrument easily identifies service quality from the customer perspective. To measure potential gaps, Zeithaml, Parasuraman and Berry developed a 22 item questionnaire called SERVQUAL. The gaps model and its SERVQUAL instrument is probably the most frequently used approach to discuss and measure

Measuring service quality

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service quality. The first four gaps are the major contributors to the service quality gap that customers may perceive. The fifth gap is the basis of a customer oriented definition of service quality; it is discrepancy between customer’s expectations for excellence and their perceptions of actual service delivered. This discrepancy is the conceptual basis for the SERVQUAL instrument (Nitecki and Hernon, 2000). Thapisa and Gamini (1999) determined the perceptions of the clients of the University of Botswana library as they relate to quality service, and how far the university library has succeeded in delivering quality services. According to Nitecki and Hernon (2000), SERVQUAL is a new approach to measuring service quality, one that produces findings useful for local planning and decision-making. It also differentiates between service quality and satisfaction and points the direction for further research. A study by Dadzie (2004) indicated the important role of top management in an organization and examined the possibilities, challenges and constraints posed to librarians in the provision of quality service to the university community in Ghana. SERVQUAL is a diagnostic tool to measure service quality, defined as the difference between customer perceptions and expectations of service. This study discusses implications for library management and future explorations of a tool applicable to academic libraries ( Nitecki, 1996). Rajan and Ravi (2001) have discussed some of the limitations and possibilities of the service quality model for academic libraries. The model was originally developed in a commercial environment and may require some adaptation to the non-commercial environment of the academic library. Various ways in which the model might be adapted are suggested. Walmiki (2001) discussed in his study how to take effective steps towards the larger goal of total readers’ satisfaction. The study defines the meaning of quality control and its evolution, and depicts the relation between quality and user’s. It describes the implementation of total quality management (TQM) in library and information services. It also examines the benefits of quality management such as efficiency, and continual and systematic improvement in the activities of the library as a whole. Finally, it elaborates on the modern concept of TQM. JNU library – a case study In the early 1970s, JNU opened its doors to teachers and students, frontier disciplines and new perspectives on old disciplines were brought to the Indian university system. JNU stands for international academic exchange and the onward search of knowledge for the betterment of humanity. The JNU campus is a microcosm of the Indian nation, drawing students from every nook and corner of the country and from every group and stratum of society. The JNU University has spread over a 1,000-acre campus. It has four centres and nine schools such as the School of Arts & Aesthetics, the School of Computer and Systems Sciences, the School of Environmental Sciences, the School of Information Technology, the School of International Studies, the School of Language, Literature and Culture Studies, the School of Life Sciences, the School of Physical Sciences, the School of Social Sciences, the Centre for Biotechnology, the Centre for the Study of Law and Governance, the Special Centre for Molecular Medicine and the Centre for Sanskrit Studies. Every year the university conducts annual admission tests at 37 centres spread across the length and breadth of the country, and special care is taken to draw students from the underprivileged castes and ethic groups by reserving 22.5 per cent of seats for them and also 10 per cent reserving for overseas students. It also provides postgraduate, PhD courses in social sciences. JNU has a total 410 dynamic faculty members in different subjects. And a total of 3,500 students are joined in different schools and centres of this university. (Gopal, 2001; Jawaharlal Nehru University, 2006).

The JNU library is located at the heart of university complex and is accessible easily from all schools on foot. The library has a total of 4,000 users both faculty and student. The collection is housed subject-wise under three major streams, viz. Social Sciences, Sciences and Humanities ( Jawaharlal Nehru University, 2006). Objective of the study The aim of this study is to examine the perceptions of the JNU library users as they relate to quality service and to determine how far the JNU library has succeeded in delivering such service to its users. The following objectives of the study are: .

Determine how the students and staff of the university perceive quality service at the JNU library.

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Establish whether the library is meeting the quality expectations of the users.

.

Find out if there are any differences in the perception of quality library service between student and faculty.

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Make recommendations on how to improve the level of quality service.

Methodology The research was carried out among the students and faculty members of the JNU. This research study is to determine the perception of the JNU users as they relate to quality service provided by the JNU library. The study has a total sample of 100 from 130 questionnaires issued, among them 70 students and 30 faculty members. The samples were randomly selected from out of the regular users of JNU library. The advantage of a random sampling method is that the results can be analyzed faculty-wise and student-wise, drawing certain conclusions from each category of respondents. Both qualitative and quantitative data were collected. The instrument for data collection consisted of structured (open/closed-ended) questions. The questionnaire was administered to a sample of students and faculty members to collect data on their perceptions of quality of service at JNU library. The questionnaire covered three main section of the library, i.e. the aspects relating to the physical facilities, technical facilities such as computer facilities, and the attitude and competence of staff. Questionnaire design The framework was developed using the variables suggested by Parasuraman and Zeithaml (1988). It consisted of 47 structured, open-ended and closed questions. The questionnaire reflected seven determinants of the quality services. Each section is summed up by an open-ended question, which allowed the respondents to assess the overall impression of given criteria of quality service. All the closed ended questions were designed to be responded to on a five point Likert scale to measure both respondent satisfaction and perception of service quality. Respondents were replying indicating: 1 representing ‘‘strongly agree’’, 2 ‘‘agree’’, 3 ‘‘disagree’’, 4 ‘‘strongly disagree’’ and 5 ‘‘not sure’’. In addition, two independent questions were given in questionnaire to aid respondents in giving their views on their overall impression of the services and physical facility at JNU library. The following aspects of service were being measured, following previous use of the same areas in a 1999 study of a university library in Botswana.


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Reliability This refers to the delivery of the service as it relates to dependability and accuracy. It includes: .

Giving correct answers to reference questions;

.

Making relevant information available;

.

Keeping records consistent with actual holdings/status;

.

Keeping computer databases up and running;

.

Making sure that overdue notices and fine notices are accurate.

Responsiveness Responsiveness measures the readiness of library staff in providing the service. It includes: .

Timeliness in delivering needed information;

.

Making new information available;

.

Checking in new journals and newspapers promptly;

.

Calling back a patron who has telephoned with a reference question immediately;

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Minimizing computer response time;

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Re-shelving books quickly;

.

Minimizing turnaround time for interlibrary loans.

Assurance Assurance measures the knowledge and courtesy of the library staff and their ability to convey confidence. This includes: .

Valuing all requests for information equally and conveying the importance of an inquiry to the client;

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Clean and neat appearance of staff;

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Thorough understanding of the collection;

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Familiarity with the workings of equipment and technology;

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Learning the customer’s specific requirements;

.

Providing individual attention;

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Recognizing the regular customer.

Access Access measures the ability to reach out for something and finding or getting it as and when it is needed. It includes: .

Waiting time at circulation desk;

.

Availability of computer terminals, online public access catalogue (OPAC), etc. without excessive waiting;

.

Library hours meeting expectations;

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Location and convenience of the library.

Communications Communications measures the ability to keep clients informed in a language they understand, and the ability to listen to them: .

Avoiding library jargon;

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Determining the needs of the client through gentle follow-up questions;

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Developing precise, clear instructions at the point of use;

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Teaching the customer library skills;

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Assuring the customer that her/his problem will be handled.


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Empathy Empathy measures the behavior, attitude and approach of the library staffs towards users. It includes: .

Determine the attitude of the staff;

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Giving equal importance to all user’s request (Thapisa and Gamini, 1999).

Generation of hypotheses The study of quality service perceptions amongst students and faculty members of JNU serves as the basis for the development of the following hypotheses, which are tested in the sample under study. H1. H2. H3. H4. H5.

The reliable information search (REL.2.1) relates with the level of efficiency of library staff (ASS.4.2) (Table I). The reliability of available information in the OPAC (REL.2.5) relates with level of user-friendliness of OPAC (RES.3.6) (Table II). The user-friendliness of electronic databases (ASS.4.3) relates with level of use of electronic database manuals (COM.6.4) (Figure 1). Relates responses of faculty and students on perception of reliability (Q.1) (COM.6.4) (Figure 2). Relates responses of faculty and student on perception of responsiveness (Q.2) (COM.6.4) (Figure 3).

The null hypotheses are tested using the Chi-square test. The hypotheses are accepted at level of significance 0.05 or greater and rejected at less than 0.05.

Reliable information search

Positive

Efficiency of library staff Negative Not sure

Total

Positive Negative Not sure

33 45 1

4 11 0

1 5 0

38 61 1

Total

79

15

6

100

Notes: The value of 2 : 2.863064; degree of freedom: 4. The tabulated value at 95 per cent (0.05) confidence interval: 9.488

Table I. Reliable information search and efficiency of library staff (n = 100)

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Reliable information search relates with the level of efficiency of library staff Null hypothesis (H0): There is no significance relationship between two variables. Alternative hypothesis (H): There is a strong relationship with two variables. The results of the survey indicate that the null hypothesis is accepted. There is no significant relationship between the efficiency of staff and the availability of reliable information. The JNU library has adequate stocks in its reference collection and most respondents have a positive perspective on it. However, when they have to locate a particular reference item, the efficiency of the library staff becomes important. The reliability of available information in the OPAC relates with level of user-friendliness of OPAC Null hypothesis (H0): There is no significant relationship between the reliability of available information in the OPAC and user-friendliness of OPAC. Alternative hypothesis (H): There is a strong relationship with the reliability of available information in the OPAC and user-friendliness of OPAC. As can be seen, in this area the null hypothesis is rejected. The survey results suggest that there is a strong significant relationship between the reliability of the OPAC and user-friendliness of the OPAC. The OPAC system of the JNU library is very reliable to search for information. Eight-two per cent responses were positive for the reliability of OPAC and 68 per cent responses positive for the user-friendliness of the OPAC. Eleven per cent of responses from students surveyed were not sure about the user-friendliness of the OPAC.

Reliability of OPAC Positive Negative Not sure Table II. Reliability of OPAC and user-friendliness of OPAC (n=100)

Total

Positive

User-friendliness of OPAC Negative

Not sure

Total

64 0 4

15 3 3

3 1 7

82 4 14

68

21

11

100

2

Notes: The value of : 37.06875; degree of freedom: 4. The tabulated value at 95 per cent (0.05) confidence interval: 9.488

Figure 1. Perception of JNU library users on use of electronic databases and its manuals (n = 100)

No. of users

80 60

User-friendliness of electronic databases

40

Use electronic databases manual

20 0 Positive

Negative

Not sure

Responses

Perception of JNU library users on use of electronic databases and its manuals The JNU library has very good collection of electronic databases and statistical databases. Electronic databases can be a very reliable source for searching for the latest information on any specific subject. As can be seen above, 75 responses out of 100 users (student and faculty) were positive for the user friendliness of electronic databases and 57 responses out of 100 users were positive for the use of electronic database manuals.


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Responses of faculty and student perception on reliability 29 (99 per cent) positive responses were received from the faculty members and 51 (73 per cent) positive responses received from student on reliability. There are strong differences in opinion between faculty and student on perception of reliability. This might suggest that library staff are spending more time on faculty requests than student requests. Faculty and student perception on responsiveness All 30 (100 per cent) faculty members and 42 (60 per cent) out of 70 students have given positive responses in the area of responsiveness. Again, there is a strong difference in 60 50 40 30

Faculty

20

Student

10 Student

0 Positive

Figure 2. Faculty and student perception on reliability (n = 100)

Faculty Negative

Not sure

No. of Student/Faculty

Responses

45 40 35 30 25 20 15 10 5 0

Faculty Student

Figure 3. Positive

Negative

Responses

Not sure

Faculty and student perception on responsiveness (n = 100)

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opinion between faculty and students in the perception of responsiveness. Again this may suggest that students perceive that library staff are spending more time on faculty requests than student requests and are thus more responsiveness to faculty. Students also commented negatively on the availability of the latest books, and the regularity of book re-shelving.

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Discussion of results The hypotheses tested show that the user’s information seeking behavior might be determined not only by their needs for information but also by their status. This has been clearly demonstrated by the significant differences in the perception of students and faculty. Information seeking behavior therefore is relative to the situation and contingent upon the problem or decision at hand. So the library staff should never differentiate between the requests of student and faculty for information, and always try to give equal importance to both types of request and provide them with the right information in the right time. TQM is the responsibility of every one in the library or information centre. Quality cannot be provided solely by focusing on systems and procedures; it must also be focused on the client/user. The JNU library should empower its employees to conduct a quality management training programme for library staff. JNU library should also evaluate all of its approaches to service, set performance goals, solve and prevent problems and communicate to both its internal and external customers/users. The JNU library should create constancy of purpose for improving services. This study has suggested that the users of JNU library are largely satisfied with various aspects of services quality except responsiveness and communication. Communication is brought in here because some students suggested that they did not know about the existence of some of the available services. Adequate publicity should be given to the services which are available in JNU library and assistance provided to access them. Proper and effective communication systems should be put in place, so that users can be informed about the availability of the services they may require. Information seeking therefore is a function not only of awareness of the possible existence of documents but also their availability and accessibility. In responsiveness, some students have given negative responses. The largest number of students suggested that the library should provide the latest publications. Another point made is that books should be re-shelved every day. Conclusion The results have indicated that the JNU library is not lacking a quality service. However, we need to note that a quality information service is about helping users to define and satisfy their information needs, building their confidence in using information retrieval systems, and making the whole activity of working with library staff a pleasurable experience. To achieve total quality in information service the JNU library should provide a comprehensive information programme that is predicated on the needs and activities of the users. Service providers, no matter their profession, need to know that the definition of quality is a subjective matter. It is a fact that the users will always dictate what he/she wants, when and how. The service provider, though certainly not a bystander in this transactional relationship, is always influenced to a large extent by the demands of the users. The user can always change the direction, form and character of any service depending on his/her needs. The provider’s responsibility to the user is to adapt to such

needs. The service therefore should always be tailor-made to accommodate the needs and wants of the customer. Quality means conforming first to customer requirements, and then to standards or specifications. Users have a tendency of voting with their feet if things do not work out their way. Quality service therefore is a symbiotic relationship where the user prescribes the needs and the service provider capitulates to them within available capabilities and resources. References Dadzie, P.S. (2004), ‘‘Quality management initiatives in Balme library: possibilities, challenges and constraints for top management commitment’’, Library Management, Vol. 25 No. 1/2, pp. 56-61. Fitzsimmons, J.A. and Fitzsimmons, M.J. (2000), Service Management: Operations, Strategy, and Information Technology, 3rd ed., McGraw-Hill, Boston, MA, pp. 43-67. Gopal, K. (2001), ‘‘JNU library: a profile’’, JNU News, Vol. 2, January-February, pp. 4-5. Jawaharlal Nehru University (2006), ‘‘JNU library’’, available at: www.jnu.ac.in/ (accessed 30 November 2006). Nitecki, D.A. (1996), ‘‘Changing the concept and measure of service quality in academic libraries’’, Journal of Academic Librarianship, Vol. 22 No. 3, pp. 181-90. Nitecki, D.A. and Hernon, P. (2000), ‘‘Measuring service quality at Yale University’s Libraries’’, Journal of Academic Librarianship, Vol. 26 No. 4, pp. 259-73. Oldman, C. and Wills, G. (1977), The Beneficial Library, MCB Books, Bradford. Parasuraman, A., ve Berry, L.L. and Zeithaml, V.A. (1988), ‘‘SERVQUAL: a multiple item scale for measuring consumer perceptions of service quality’’, Journal of Retailing, Vol. 64 No. 1, pp. 12-40. Rajan, N.V. and Ravi, B. (2001), ‘‘Total quality in libraries: the reality’’, in Dhawan, S.M. (Ed.), Quest for Quality, Indian Library Association, New Delhi, pp. 49-154. Sharma, J.C. (2001), ‘‘Total quality management in library and information services’’, in Dhawan, S.M. (Ed.), Quest for Quality, Indian Library Association, New Delhi, pp. 166-71. Thapisa, A.P.N. and Gamini, V. (1999), ‘‘Perceptions of quality service at the university of Botswana library: what nova says’’, Library Management, Vol. 20 No. 7, pp. 373-383. Walmiki, R.H. (2001), ‘‘Total quality management in librarianship’’, in Dhawan, S.M. (Ed.), Quest for Quality, Indian Library Association, New Delhi, pp. 155-60. Further reading Osman, S., Goon, C.A. and Aris, W.H.W. (1998), ‘‘Quality services: policies and practices in Malaysia’’, Library Management, Vol. 19 No. 7, pp. 426-33. Sahu, A. (2004), ‘‘TQM for organizational excellence: a case study of Jawaharlal Nehru University library’’, M. Phil thesis, Alagappa University, Karaikudi. Corresponding author Ashok Kumar Sahu can be contacted at: [email protected]

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